Internal corporate social responsibility and customer-oriented organizational citizenship behavior: the mediating roles of job satisfaction, work-family facilitation, life satisfaction, and the moderating role of organizational tenure

Abstract

Drawing on social exchange theory, this study examines the relationship between internal corporate social responsibility (CSR) and hospitality employees’ customer-oriented organizational citizenship behavior (CO-OCB). The role of three distinct aspects (work, family, and life aspects) function as parallel mediating mechanisms, with organizational tenure as a moderator. The sample consisted of 156 flight attendants working in airlines based in Asian countries. The findings show that internal CSR (i.e., legal employment, training, internal dissemination, compensation, health and safety) promotes CO-OCB. Job satisfaction and work-family facilitation (WFF) partially mediate the positive relationship between internal CSR and CO-OCB, whereas life satisfaction does not serve the same function. The multiple mediation findings indicate that in stimulating flight attendants’ CO-OCB, WFF accounts for more effects of internal CSR than job satisfaction does. Findings also suggest that the impact of internal CSR on CO-OCB is more pronounced among long-tenured than short-tenured employees. This study broadens the tourism literature by advancing our comprehension of not only the multiple mediating mechanisms involved but also the boundary conditions that influence the impact of internal CSR on CO-OCB.

Keywords:

• Internal corporate social responsibility
• customer-oriented organizational citizenship behavior
• job satisfaction
• work-family facilitation
• life satisfaction
• organizational tenure
• flight attendant

Acknowledgements

The authors express their gratitude to Prof. Xavier Font, the Editor-in-Chief, and the three referees for their supportive guidance, constructive advice, and valuable suggestions, which have significantly contributed to the publication of this high-quality scientific paper.

Disclosure statement

No potential conflict of interest was reported by the authors

Additional information

Notes on contributors

Au Due Tang

Au Due Tang is a Postdoctoral Researcher at the Department of Marketing and Logistics Management, Chaoyang University of Technology, Taiwan. He holds a Ph.D. degree in Business Administration from Asia University, Taiwan and is also a Lecturer at the University of Danang, Vietnam. His research interests are in the areas of strategic management, organizational behavior and organizational learning with a focus on the Asia Pacific region. He has presented his research at various international conferences and published his work in several peer-reviewed journals including Asia Pacific Business Review, Asian Business & Management, Journal of Air Transport Management, Journal of Asia-Pacific Business, Journal of Business Research, Journal of Hospitality Marketing & Management, and Baltic Journal of Management, amongst others.

Tuan Trong Luu

Tuan Trong Luu is currently an Associate Professor at Swinburne Business School, Swinburne University of Technology, Hawthorn, Australia. He received his master’s degree from Victoria University, Australia and PhD degree in management from Asian Institute of Technology (AIT), Thailand. His research interests include organizational behavior and human resource management in both private and public sector. Widely published his research has appeared in refereed academic journals such as Journal of Business Ethics, Public Management Review, Personnel Review, Group & Organization Management, Journal of Business Research, Knowledge Management Research & Practice, Tourism Management, International Journal of Hospitality Management, Journal of Sustainable Tourism, International Journal of Contemporary Hospitality Management, Industrial Marketing Management, among others.

Wen-Kuo Chen

Wen-Kuo Chen is an Associate Professor of Department of Money and Banking, National Kaohsiung University of Science and Technology, Taiwan. He received his Ph.D. degree in Information Management from the National Taiwan University, Taiwan. His research focuses on CSR, e-commerce, m-commerce, and omni-channel marketing. His work has been published in Journal of Hospitality Marketing & Management, Psychology & Marketing, Behaviour & Information Technology, Journal of Ambient Intelligence and Humanized Computing, Business Strategy and the Environment, International Journal of Applied Science and Engineering, Baltic Journal of Management, Journal of Economics and Management, amongst others.

Su-Chuan Liu

Su-Chuan Liu (also known as Jane Liu) is now Vice-Dean of Industry-Academia Collaboration (IAC) Office and Associate Professor of the Department of Marketing and Logistics Management at Chaoyang University of Technology (CYUT), Taiwan. Dr. Liu is responsible for IAC business including incubation, technology-transforming and industry collaboration at CYUT. She often communicates and gives supports to both the university and industry parties at a variety of ways. She has more than 20 years in terms of industry experience, as well as held management positions in human resource, project management, auditing and financing. Her research interests include project management, strategy management, internal control and auditing, business management, contract negotiation, innovation and startup education.