Measurement Model of Organizational Citizenship Behavior in Tourism, Case Study: Travel Agencies in Mazandaran and Guilan Provinces

Document Type : Research Paper

Authors

1 Ph.D. Student in Management, Lorestan University

2 Associate Professor in Management, Lorestan University

3 Assistant Professor in Management, Lorestan University

Abstract

Abstract
The aim of this study is to develop an organizational citizenship behavior measurement model appropriate for tourism industry. Qualitative and quantitative approaches have been used in this research. Qualitative content analysis for extracting dimensions and components of organizational citizenship behavior and confirmatory factor analysis for testing the reliability and validity of measurement model. Data for CFA were gathered by distributing a self-made questionnaire among travel and tourism agencies in Mazandaran and Guilan provinces. Four factors were identified in this model. Patrolling, servant service, and support and maintenance are factors that are assessed by three items. These four factors can be placed in four areas which are created by organization- oriented or individual- oriented and progressive or vigilant dimensions. According to the goodness of fit indexes and meeting required criteria, the model can be used in future tourism studies as a suitable tool for measuring OCB.
Introduction
Nowadays the role of human resources in organizations is undeniable. To obtain a competitive advantage, we must convince the staff to work beyond their official duties. Relying on ordinary staff efforts alone will not lead to spectacular organization successes. One reason for the success of  large organizations is the willingness of staff to work beyond their official duties. OCB, is discretionary and beyond duties behavior that is effective in increasing organizational efficiency and performance and it is not recognized directly by formal reward system. (Organ, 1988).
Due to lots of face to face interactions with the customers and an emphasis on performance beyond the duty of employees, OCB has gotten an important role in promoting and enhancing the quality of work. This is quite important in tourism industry because employees have to create a perfect travel experience for customers (Zandi, 2014).
Although there are many different models and theories of organizational citizenship behavior it seems that that there are three issues in this area. First, these models are often very scattered. Second, the models were developed in were proposed in other countries. Third, tourism industry needs a model for measuring OCB. The aim goal of this study is to develop a measurement model for OCB.
Materials and Methods
This mix research started with qualitative approach and ends with quantitative. Qualitative content analysis had been utilized to extract Dimensions and Components of organizational citizenship behavior. Then self-made questionnaire distributed among travel and tourism agencies in Mazandaran and Gilan provinces. Reliability and validity were tested by confirmatory factor analysis.
Discussion and Results
This paper provide a model for measuring the organizational citizenship behavior in tourism industry. In the First step, by using the directed qualitative content analysis, different dimensions of OCB were identified. The model was composed of two spectrum. Organization- oriented Behavior and individual- oriented behaviors constitute the two ends of a spectrum of behaviors and second spectrum constitutes vigilant behaviors and.progressive behaviors.
The collision these two spectrums four areas came into existence. That guard and servant Behaviors are performed to take care of organization and coworkers. These behaviors prevent problems and allow people to exhibit mentor and pioneer behaviors as progressive behaviors. If organization is looking to grease the wheels of its social systems must assess and reinforce these behaviors. Pioneer and guard areas related to personal behaviors that effect positively and directly on organizational performance. Interpersonal relationships were also found in Mentor and servant areas.
In the final section of this article, measurement model of organizational citizenship behavior developed by using confirmatory factor analysis. That have 11 items. Guard, servant, and mentor are measuring by 3 items and pioneer has 2 items. Model goodness of fit indexes (RMSEA:.07, CFI:.97,TLI:.96, IFI:.97, chisqdf:1.61) and required criteria (AVE, CR) achieved.
Conclusions
The results is consistent with the studies of Smith, Organ and Nir (1983) and Williams and Anderson (1991), which introduced organization-oriented and person-centered organizational citizenship behavior. In addition, pioneer and gaurd behaviors to some extent are equal with helping behavior and the voice behavior of Van Dyne and Lepine (1998) and positive and active assistance and avoidance behaviors as Two types of introduced by Markóczy and Xin (2004).
Due the importance and impact of organizational citizenship behaviors in the creation of positive working environment within the organization; This model can measure different aspects of this important construct and A good guide for managers to develop the abilities necessary for the development of positive behaviors. In addition this model can be used in the future tourism studies to find the relationship between the components of organizational citizenship behavior and organizational variables.
 
Keywords: Tourism, Organizational Citizenship Behavior, Content Analysis, Factor Analysis.
 
References

Awang, Z. (2015). Sem Made Simple: A Gentle Approach to Learning Structural Equation Modeling, Mpws Rich Publication.
Bateman, T.S. and Organ, D.W. (1983). Job satisfaction and the good soldier: The relationship between affect and employee “citizenship”. Academy of Management Journal, 26(4): 587-595.
Graham, J.W. (1989). Organizational Citizenship Behavior: Construct Redefinition, Operationalization and Validation, Unpublished Working Paper, Loyola University of Chicago, Chicago, Il.
Organ, D.W. (1990). The motivational basis of organizational citizenship behavior, Research in Organizational Behavior, 12(1): 43-72.
Podsakoff, P.M., Mackenzie, S.B., Paine, J.B. and Bachrach, D.G. (2000). Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research, Journal of Management, 26(3): 513-563.
Smith, C., Organ, D.W. and Near, J.P. (2004). Organizational citizenship behavior: Its nature and antecedents, Journal of Applied Psychology, 68(4): 653. (In Persian)

 

Keywords

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Journal of Tourism Planning and Development
Volume 6, Issue 21
September 2017
Pages 8-27

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