Job attitudes and prosocial service behavior: A test of the moderating role of organizational culture

The importance of organisational citizenship behaviours (hereafter OCBs) is witnessed and empirically supported, with job attitudes revealed to be significant determinants. A number of studies have examined the effect of culture on the interplay between job attitudes and OCBs. However, these studies focus on culture at either the individual level or the societal level. Thus, the culture at the organisational context in the OCB literature remains unanswered. As a result, the primary aim of the present study is to test the moderating role of organisational culture on the relationship between job attitudes and prosocial service behaviour (hereafter PSB), which is service-specific OCBs, amongst employees in the collectivist culture. Two key elements of job attitudes, namely job satisfaction (JS) and organisational commitment (OC), were investigated in this study. In order to achieve the study's main objective, the data collection was designed to gather information from employees of one nationality (i.e., to control the effect of national culture) working in companies with different cultural values from the same industry. Thus, data was collected from a sample of 439 Thai cabin service attendants from two major flag-carrier airlines (one based in Thailand and the other based in the USA). Using structural equation modelling analysis, the findings reveal positive effects of job attitudes on PSB in both sample groups. However, the extent to which each job attitudinal variable affects PSB differs significantly. Implications for services marketing scholars and practitioners are drawn from the results.