The model of service-oriented organizational citizenship behavior among international tourist hotels

This study focuses on the fact that the hotel industry relies on cooperation and assistance among colleagues to deliver superior service. Most studies on social exchange discuss leader-member exchange. However, this study finds that providing hotel service relies on the integration of managerial, employee, and customer relationships. This study discusses the effects of customer-employee exchange and internal service behavioral intention on service-oriented organizational citizenship behavior from the perspectives of customer-employee interaction and internal service among colleagues. The subjects of this study were the frontline service personnel at the international tourist hotels, including personnel at front desks, in service centers, in housekeeping, and in restaurants. From the 689 valid questionnaires, this study finds that customer-employee exchange significantly affects internal service behavioral intention and service-oriented organizational citizenship behavior. The study also finds that employees’ internal service behavioral intention significantly affects service-oriented organizational citizenship behavior. Therefore, from the perspective of the employee-customer relationship, this study built a social exchange-internal service behavioral intention-organizational citizenship behavior effects model that can be used in future studies.