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The purpose of this study is to understand critical roles of contact employees' organizational citizenship behaviors (OCBs) in customers' evaluation of service quality. This paper examines the relationships of employees' OCBs with job satisfaction, trust in manager, and customer's perceived service quality in travel agencies. The empirical results show that contact employees' job satisfaction and trust in manager are significantly related to OCB and that their active engagement in OCB has a positive relationship with the perception of service quality. Although there exists a significant common method factor possibly influencing the strength of the relationship, this factor did not affect the overall pattern of significant relationships. Another notable finding indicates that, unlike a global OCB measure, path estimates in the relationships of job satisfaction and trust to OCB variables are not similar and suggests that the multiple facets of OCBs provide more detailed information than a global OCB. |
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