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  • Inspiring good soldiers cross-culturally through the lens of the theory of planned behavior—which works best, norms or behavioral control?

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    Accepted Manuscript (AM)
    Author(s)
    Ma, Emily
    Hsiao, Aaron
    Gao, Jing
    Vada, Sera
    Griffith University Author(s)
    Hsiao, Aaron A.
    Vada, Sera
    Year published
    2020
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    Abstract
    Despite the growing popularity of organizational citizenship behavior (OCB) in hospitality, no significant studies have examined OCB through the lens of the theory of planned behavior (TPB). To address this gap, the present study aimed to examine whether norms (hotels' customer orientation) and perceived behavioral control (empowerment practices) can influence hotel employees' OCB toward internal and external customers, and whether culture can moderate the proposed relationships. A quantitative cross-cultural research design was supported with data collected from hotel employees in Australia and the U.S. The results showed ...
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    Despite the growing popularity of organizational citizenship behavior (OCB) in hospitality, no significant studies have examined OCB through the lens of the theory of planned behavior (TPB). To address this gap, the present study aimed to examine whether norms (hotels' customer orientation) and perceived behavioral control (empowerment practices) can influence hotel employees' OCB toward internal and external customers, and whether culture can moderate the proposed relationships. A quantitative cross-cultural research design was supported with data collected from hotel employees in Australia and the U.S. The results showed that customer orientation (norm) was a universal predictor for all three types of OCBs while empowerment (perceived behavioral control) was only a significant predictor for employees' OCB toward customers. Culture moderated these relationships. The study extended the application of the TPB framework in understanding and predicting employees’ behaviors, opening up more opportunities for the application of the TPB to hospitality.
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    Journal Title
    Journal of Hospitality and Tourism Management
    Volume
    45
    DOI
    https://doi.org/10.1016/j.jhtm.2020.07.014
    Copyright Statement
    © 2020 CAUTHE - Council for Australasian Tourism and Hospitality Education. Published by Elsevier Ltd. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (http://creativecommons.org/licenses/by-nc-nd/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
    Subject
    Commercial services
    Tourism
    Publication URI
    http://hdl.handle.net/10072/396752
    Collection
    • Journal articles

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