The Relationship of Internal Marketing and Organizational Citizenship Behavior and Brand Citizenship Behavior on Credit Card Issuers’ Call-Center Staff in Thailand
##plugins.themes.bootstrap3.article.sidebar##
Published
Feb 5, 2020
##plugins.themes.bootstrap3.article.main##
Abstract
Internal marketing (IM) is a concept in the topic of service marketing, which allows an organization to treat employees as a customer to make them satisfied in the job and give better service quality. This study aims to explore the relationship between satisfaction of internal marketing (IM), brand citizenship behavior (BCB) and Organizational citizenship behavior (OCB). This study is quantitative research. Data was collected by using questionnaires with 466 call-center staff in credit card issuer firms in Thailand which do not use outsource call-center service providers. This study uses structural equation modelling (SEM) and descriptive statistics to analyse the collected data. The result of this study shows that satisfaction of internal marketing has a direct effect on organizational citizenship behavior and brand citizenship behavior. Furthermore, brand citizenship behavior has a greater effect on organizational citizenship behavior than the internal marketing. However, satisfaction of internal marketing has an indirect effect on organizational citizenship behavior via brand citizenship behavior.
Keywords: Internal Marketing, Organizational Citizenship Behavior, Brand Citizenship Behavior, Credit Card Issuers, Call-Center Staff
References
Adamu, L., Ghani, N. H. A., & Rahman, M. A. (2017). Employee Brand Citizenship Behavior in Nigeria Telecommunication Sector. International Journal of Management Research and Review, 7(10), 967-973.
Ahmed, P. K., & Rafiq, M. (2003). Internal Marketing Issues and Challenges. European Journal of Marketing, 37(9), 1177-1186. DOI: 10.1108/03090560310498813
Ahmed, P. K., Rafiq, M., & Saad, N. M. (2003). Internal Marketing and the Mediating Role of Organisational Competencies. European Journal of Marketing, 37(9), 1221-1241. DOI: 10.1108/03090560310486960
Alshurideh, M., Alhadid, A. Y., & Barween, A. (2015). The Effect of Internal Marketing on Organizational Citizenship Behavior an Applicable Study on the University of Jordan Employees. International Journal of Marketing Studies, 7(1), 138-145. DOI: 10.5539/ijms.v7n1p138
Awwad, M. S., & Agti, D. A. M. (2011). The Impact of Internal Marketing on Commercial Banks’ Market Orientation. International Journal of Bank Marketing, 29(4), 308-332. https://doi.org/10.1108/02652321111145943
Baumgarth, C., & Schmidt, M. (2010). How Strong is the Business-to-Business Brand in the Workforce? An Empirically-Tested Model of ‘Internal Brand Equity’ in a Business-to-Business Setting. Industrial Marketing Management, 39(8), 1250-1260. https://doi.org/10.1016/j.indmarman.2010.02.022
Bell, S. J., & Menguc, B. (2002). The Employee-Organization Relationship, Organizational Citizenship Behaviors, and Superior Service Quality. Journal of Retailing, 78(2), 131-146. https://doi.org/10.1016/S0022-4359(02)00069-6
Bentler, P. M., & Chou, C. (1987). Practical Issues in Structural Modeling. Sociological Methods and Research, 16, 78-117. http://dx.doi.org/10.1177/0049124187016001004
Bettencourt, L. A. (2004). Change-Oriented Organizational Citizenship Behaviors: The Direct and Moderating Influence of Goal Orientation. Journal of Retailing, 80(3), 165-180. https://doi.org/10.1016/j.jretai.2003.12.001
Bowler, W. M., Halbesleben, J. R. B., & Paul, J. R. B. (2010). If You’re Close with the Leader, You must be a Brownnose: The Role of Leader–Member Relationships in Follower, Leader, and Coworker Attributions of Organizational Citizenship Behavior Motives. Human Resource Management Review, 20(4), 309-316. https://doi.org/10.1016/j.hrmr.2010.04.001
Budhwar, P. S., Varma, A., Malhotra, N., & Mukherjee, A. (2009). Insights into the Indian Call CentreCenter Industry: Can Internal Marketing Help Tackle High Employee Turnover? Journal of Services Marketing, 23(5), 351-362. https://doi.org/10.1108/08876040910973459
Buil, I., Catalán, S., & Martínez, E. (2016). The Importance of Corporate Brand Identity in Business Management: An Application to the UK Banking Sector. Business Research Quarterly, 19(1), 3-12. https://doi.org/10.1016/j.brq.2014.11.001
Buil, I., Martínez, E., & Matute, J. (2016). From Internal Brand Management to Organizational Citizenship BehaviourBehaviors: Evidence from Frontline Employees in the Hotel Industry. Tourism Management, 57, 256-271. https://doi.org/10.1016/j.tourman.2016.06.009
Burmann, C., & König, V. (2011). Does Internal Brand Management Really Drive Brand Commitment in Shared-Service Call CentreCenters? Journal of Brand Management, 18(6), 374–393. DOI: 10.1057/bm.2010.50
Burmann, C., & Zeplin, S. (2005). Building Brand Commitment: A BehaviourBehavioral Approach to Internal Brand Management. Journal of Brand Management, 12(4), 279-300.
Chiang, C.-F., & Hsieh, T.-S. (2012). The Impacts of Perceived Organizational Support and Psychological Empowerment on Job Performance: The Mediating Effects of Organizational Citizenship Behavior. International Journal of Hospitality Management, 31(1), 180–190. https://doi.org/10.1016/j.ijhm.2011.04.011
Chiang, H.-H., Chang, A., Han, T.-S., & Mcconville. (2013). Corporate Branding, Brand Psychological Ownership and Brand Citizenship BehaviourBehavior: Multilevel Analysis and Managerial Implications. Journal of General Management, 39(1), 55-80. https://doi.org/10.1177/030630701303900104
Davis, T. R. V. (2001). Integrating Internal Marketing with Participative Management. Management Decision, 39(2), 121-132. https://doi.org/10.1108/EUM0000000005418
Ghorbani, H., & Mostafavi, M. (2013). The Impact of Direct and Indirect of Internal Marketing on Service Quality and Mediating Role of OCB Case: Iran Insurance Company. International Journal of Academic Research in Business and Social Sciences, 3(11), 116-127. DOI: 10.6007/IJARBSS/v3-i11/324
Gözükara, I., & Hatipoğlu, Z. (2016). The Effect of Employer Branding on Employees’ Organizational Citizenship Behaviors. International Journal of Business Management and Economic Research (IJBMER), 7(1), 477-485.
Hair, J. F. Jr., Gabriel, M. L. D. S., & Patel, V. K. (2014). AMOS Covariance-Based Structural Equation Modeling (CB-SEM): Guidelines on its Application as a Marketing Research Tool. Brazilian Journal of Marketing, 13(2), 44-55.
Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.
Helm, S. (2011). Employees’ Awareness of their Impact on Corporate Reputation. Journal of Business Research, 64(7), 657-663. https://doi.org/10.1016/j.jbusres.2010.09.001
Javid, H., Monfared, F. S. A., & Aghamoosa, R. (2016). Internal Brand Management Relationship with Brand Citizenship Behavior, Job Satisfaction and Commitment in Saipa Teif Company. Procedia Economic and Finance, 36, 408-413. DOI: 10.1016/S2212-5671(16)30053-3
Jun, M., Chi, S., & Shin, H. (2006). TQM Practice in Maquiladora: Antecedents of Employee Satisfaction and Loyalty. Journal of Operations Management, 24(6), 791-812. https://doi.org/10.1016/j.jom.2005.09.006
Keohane, K. (2014). Brand and Talent. United Kingdom: Kogan Page.
Khademi, S., Kasraei, K., & Shafei, R. (2015). Investigate the Relationship between Internal Branding on Organizational Citizenship Behavior in Kurdistan Province Food Manufacturing Companies. International Academic Journal of Organizational Behavior and Human Resource Management, 2(12), 1-12.
Kotler, P. (2003). Marketing Management (11th ed.). NJ, USA: Pearson Education.
Kwan, H. K., Liu, J., & Yim, F. H.-K. (2011). Effects of Mentoring Functions on Receivers’ Organizational Citizenship Behavior in a Chinese Context: A Two-Study Investigation. Journal of Business Research, 64(4), 363-370. https://doi.org/10.1016/j.jbusres.2010.04.003
Ma, E., & Qu, H. (2011). Social Exchange as Motivators of Hotel Employees’ Organizational Citizenship Behavior: The Proposition and Application of a New Three-Dimensional Framework. International Journal of Hospitality Management, 30(3), 680-688. DOI: 10.1016/j.ijhm.2010.12.003
Malhotra, N., Mavondo, F., Mukherjee, A., & Hooley, G. (2013). Service Quality of Frontline Employees: A Profile Deviation Analysis. Journal of Business Research, 66(9), 1338-1344. https://doi.org/10.1016/j.jbusres.2012.02.034
Matanda, M. J., & Ndubisi, N. O. (2013). Internal Marketing, Internal Branding, and Organisational Outcomes: The Moderating Role of Perceived Goal Congruence. Journal of Marketing Management, 29(9-10), 1030-1055. https://doi.org/10.1080/0267257X.2013.800902
Mello, J. A. (2011). Strategic Management of Human Resources (3rd ed.). Canada: Nelson Education.
Nouri, B. A., Mousavi, M. M., & Soltani, M. (2016). Internal Branding, Brand Citizenship Behavior and Customer Satisfaction: An Empirical Study (Case Study: Keshavarzi Bank of Ardabil). International Business and Management, 13(3), 1-11. DOI: 10.3968/8809
Organ, D. W., & Konovsky, M. (1989). Cognitive Versus Affective Determinants of Organizational Citizenship Behavior. Journal of Applied Psychology, 74(1), 157-164. http://dx.doi.org/10.1037/0021-9010.74.1.157
Özçelik, G., & Findikli, M. A. (2014). The Relationship between Internal Branding and Organizational Citizenship BehaviourBehavior: The Mediating Role of Person-Organization Fit. Procedia-Social Behavioral Sciences, 150, 1120-1128. https://doi.org/10.1016/j.sbspro.2014.09.127
Paine, J. B., & Organ, D. W. (2000). The Cultural Matrix of Organizational Citizenship Behavior: Some Preliminary Conceptual and Empirical Observations. Human Resource Management Review, 10(1), 45-59. https://doi.org/10.1016/S1053-4822(99)00038-8
Perneger, T. V., Courvoisier, D. S., Hudelson, P. M., & Gayet-Ageron, A. (2014). Sample Size for Pre-Tests of Questionnaires. Quality of Life Research, 24(1), 147-151. DOI: 10.1007/s11136-014-0752-2
Podsakoff, P. M., MacKenzie, S. B., Moorman, R. H., & Fetter, R. (1990). Transformational Leader Behaviors and their Effects on Followers’ Trust in Leader, Satisfaction, and Organizational Citizenship Behaviors. The Leadership Quarterly, 1(2), 107-142. https://doi.org/10.1016/1048-9843(90)90009-7
Porricelli, M. S., Yurova, Y., Abratt, R., & Bendixen, M. (2014). Antecedents of Brand Citizenship Behavior in Retailing. Journal of Retailing and Consumer Services, 21(5), 745-752. https://doi.org/10.1016/j.jretconser.2014.06.002
Preez, R. D., & Bendixen M. T. (2015). The Impact of Internal Brand Management on Employee Job Satisfaction, Brand Commitment and Intention to Stay. International Journal of Bank Marketing, 33(1), 78–91. https://doi.org/10.1108/IJBM-02-2014-0031
Rafiq, M., & Ahmed, P. K. (2000). Advances in the Internal Marketing Concept: Definition, Synthesis and Extension. Journal of Services Marketing, 14(6), 449-462. https://doi.org/10.1108/08876040010347589
Salajegheh, S., & Baghadam, G. (2017). An Investigation on the Effect of Organizational Commitment on Organizational Citizenship Behavior Regarding Personality Characteristics of Staff and Internal Marketing in Tax Administration of Jiroft City. Asian Research Journal of Business Management, 4(3), 22-35.
Slavich, B., Cappetta, R., & Giangreco, A. (2014). Exploring the Link between Human Resource Practices and Turnover in Multi-Brand Companies: The Role of Brand Units’ Images. European Management Journal, 32(2), 177-189. https://doi.org/10.1016/j.emj.2013.06.001
Smith, C. A., Organ, D. W., & Near, J. P. (1983). Organizational Citizenship Behavior: Its Nature and Antecedents. Journal of Applied Psychology, 68(4), 653-663.
Tsaur, S.-H., & Tang, W.-H. (2013). The Burden of Esthetic Labor on Front-Line Employees in Hospitality Industry. International Journal of Hospitality Management, 35, 19-27. https://doi.org/10.1016/j.ijhm.2013.04.010
Tuten, T. L., & Neidermeyer, P. E. (2004). Performance, Satisfaction and Turnover in Call CentreCenters the Effects of Stress and Optimism. Journal of Business Research, 57(1), 26-34. https://doi.org/10.1016/S0148-2963(02)00281-3
Ulrich, D. (1997). Measuring Human Resources: An Overview of Practice and a Prescription for Results. Human Resource Management, 36(3), 303-320. DOI: 10.1002/(SICI)1099-050X(199723)36:33.0.CO;2-#
Yildiz, S. M. (2016). The Effect of Internal Marketing on Organizational Citizenship Behavior of Academic Staff in Higher Educational Institutions. Universal Journal of Educational Research, 4(5), 1122-1128. DOI: 10.13189/ujer.2016.040523
Yoon, M. H., & Suh, J. (2003). Organizational Citizenship Behaviors and Service Quality as External Effectiveness of Contact Employees. Journal of Business Research, 56(8), 597-611. https://doi.org/10.1016/S0148-2963(01)00290-9
Ahmed, P. K., & Rafiq, M. (2003). Internal Marketing Issues and Challenges. European Journal of Marketing, 37(9), 1177-1186. DOI: 10.1108/03090560310498813
Ahmed, P. K., Rafiq, M., & Saad, N. M. (2003). Internal Marketing and the Mediating Role of Organisational Competencies. European Journal of Marketing, 37(9), 1221-1241. DOI: 10.1108/03090560310486960
Alshurideh, M., Alhadid, A. Y., & Barween, A. (2015). The Effect of Internal Marketing on Organizational Citizenship Behavior an Applicable Study on the University of Jordan Employees. International Journal of Marketing Studies, 7(1), 138-145. DOI: 10.5539/ijms.v7n1p138
Awwad, M. S., & Agti, D. A. M. (2011). The Impact of Internal Marketing on Commercial Banks’ Market Orientation. International Journal of Bank Marketing, 29(4), 308-332. https://doi.org/10.1108/02652321111145943
Baumgarth, C., & Schmidt, M. (2010). How Strong is the Business-to-Business Brand in the Workforce? An Empirically-Tested Model of ‘Internal Brand Equity’ in a Business-to-Business Setting. Industrial Marketing Management, 39(8), 1250-1260. https://doi.org/10.1016/j.indmarman.2010.02.022
Bell, S. J., & Menguc, B. (2002). The Employee-Organization Relationship, Organizational Citizenship Behaviors, and Superior Service Quality. Journal of Retailing, 78(2), 131-146. https://doi.org/10.1016/S0022-4359(02)00069-6
Bentler, P. M., & Chou, C. (1987). Practical Issues in Structural Modeling. Sociological Methods and Research, 16, 78-117. http://dx.doi.org/10.1177/0049124187016001004
Bettencourt, L. A. (2004). Change-Oriented Organizational Citizenship Behaviors: The Direct and Moderating Influence of Goal Orientation. Journal of Retailing, 80(3), 165-180. https://doi.org/10.1016/j.jretai.2003.12.001
Bowler, W. M., Halbesleben, J. R. B., & Paul, J. R. B. (2010). If You’re Close with the Leader, You must be a Brownnose: The Role of Leader–Member Relationships in Follower, Leader, and Coworker Attributions of Organizational Citizenship Behavior Motives. Human Resource Management Review, 20(4), 309-316. https://doi.org/10.1016/j.hrmr.2010.04.001
Budhwar, P. S., Varma, A., Malhotra, N., & Mukherjee, A. (2009). Insights into the Indian Call CentreCenter Industry: Can Internal Marketing Help Tackle High Employee Turnover? Journal of Services Marketing, 23(5), 351-362. https://doi.org/10.1108/08876040910973459
Buil, I., Catalán, S., & Martínez, E. (2016). The Importance of Corporate Brand Identity in Business Management: An Application to the UK Banking Sector. Business Research Quarterly, 19(1), 3-12. https://doi.org/10.1016/j.brq.2014.11.001
Buil, I., Martínez, E., & Matute, J. (2016). From Internal Brand Management to Organizational Citizenship BehaviourBehaviors: Evidence from Frontline Employees in the Hotel Industry. Tourism Management, 57, 256-271. https://doi.org/10.1016/j.tourman.2016.06.009
Burmann, C., & König, V. (2011). Does Internal Brand Management Really Drive Brand Commitment in Shared-Service Call CentreCenters? Journal of Brand Management, 18(6), 374–393. DOI: 10.1057/bm.2010.50
Burmann, C., & Zeplin, S. (2005). Building Brand Commitment: A BehaviourBehavioral Approach to Internal Brand Management. Journal of Brand Management, 12(4), 279-300.
Chiang, C.-F., & Hsieh, T.-S. (2012). The Impacts of Perceived Organizational Support and Psychological Empowerment on Job Performance: The Mediating Effects of Organizational Citizenship Behavior. International Journal of Hospitality Management, 31(1), 180–190. https://doi.org/10.1016/j.ijhm.2011.04.011
Chiang, H.-H., Chang, A., Han, T.-S., & Mcconville. (2013). Corporate Branding, Brand Psychological Ownership and Brand Citizenship BehaviourBehavior: Multilevel Analysis and Managerial Implications. Journal of General Management, 39(1), 55-80. https://doi.org/10.1177/030630701303900104
Davis, T. R. V. (2001). Integrating Internal Marketing with Participative Management. Management Decision, 39(2), 121-132. https://doi.org/10.1108/EUM0000000005418
Ghorbani, H., & Mostafavi, M. (2013). The Impact of Direct and Indirect of Internal Marketing on Service Quality and Mediating Role of OCB Case: Iran Insurance Company. International Journal of Academic Research in Business and Social Sciences, 3(11), 116-127. DOI: 10.6007/IJARBSS/v3-i11/324
Gözükara, I., & Hatipoğlu, Z. (2016). The Effect of Employer Branding on Employees’ Organizational Citizenship Behaviors. International Journal of Business Management and Economic Research (IJBMER), 7(1), 477-485.
Hair, J. F. Jr., Gabriel, M. L. D. S., & Patel, V. K. (2014). AMOS Covariance-Based Structural Equation Modeling (CB-SEM): Guidelines on its Application as a Marketing Research Tool. Brazilian Journal of Marketing, 13(2), 44-55.
Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.
Helm, S. (2011). Employees’ Awareness of their Impact on Corporate Reputation. Journal of Business Research, 64(7), 657-663. https://doi.org/10.1016/j.jbusres.2010.09.001
Javid, H., Monfared, F. S. A., & Aghamoosa, R. (2016). Internal Brand Management Relationship with Brand Citizenship Behavior, Job Satisfaction and Commitment in Saipa Teif Company. Procedia Economic and Finance, 36, 408-413. DOI: 10.1016/S2212-5671(16)30053-3
Jun, M., Chi, S., & Shin, H. (2006). TQM Practice in Maquiladora: Antecedents of Employee Satisfaction and Loyalty. Journal of Operations Management, 24(6), 791-812. https://doi.org/10.1016/j.jom.2005.09.006
Keohane, K. (2014). Brand and Talent. United Kingdom: Kogan Page.
Khademi, S., Kasraei, K., & Shafei, R. (2015). Investigate the Relationship between Internal Branding on Organizational Citizenship Behavior in Kurdistan Province Food Manufacturing Companies. International Academic Journal of Organizational Behavior and Human Resource Management, 2(12), 1-12.
Kotler, P. (2003). Marketing Management (11th ed.). NJ, USA: Pearson Education.
Kwan, H. K., Liu, J., & Yim, F. H.-K. (2011). Effects of Mentoring Functions on Receivers’ Organizational Citizenship Behavior in a Chinese Context: A Two-Study Investigation. Journal of Business Research, 64(4), 363-370. https://doi.org/10.1016/j.jbusres.2010.04.003
Ma, E., & Qu, H. (2011). Social Exchange as Motivators of Hotel Employees’ Organizational Citizenship Behavior: The Proposition and Application of a New Three-Dimensional Framework. International Journal of Hospitality Management, 30(3), 680-688. DOI: 10.1016/j.ijhm.2010.12.003
Malhotra, N., Mavondo, F., Mukherjee, A., & Hooley, G. (2013). Service Quality of Frontline Employees: A Profile Deviation Analysis. Journal of Business Research, 66(9), 1338-1344. https://doi.org/10.1016/j.jbusres.2012.02.034
Matanda, M. J., & Ndubisi, N. O. (2013). Internal Marketing, Internal Branding, and Organisational Outcomes: The Moderating Role of Perceived Goal Congruence. Journal of Marketing Management, 29(9-10), 1030-1055. https://doi.org/10.1080/0267257X.2013.800902
Mello, J. A. (2011). Strategic Management of Human Resources (3rd ed.). Canada: Nelson Education.
Nouri, B. A., Mousavi, M. M., & Soltani, M. (2016). Internal Branding, Brand Citizenship Behavior and Customer Satisfaction: An Empirical Study (Case Study: Keshavarzi Bank of Ardabil). International Business and Management, 13(3), 1-11. DOI: 10.3968/8809
Organ, D. W., & Konovsky, M. (1989). Cognitive Versus Affective Determinants of Organizational Citizenship Behavior. Journal of Applied Psychology, 74(1), 157-164. http://dx.doi.org/10.1037/0021-9010.74.1.157
Özçelik, G., & Findikli, M. A. (2014). The Relationship between Internal Branding and Organizational Citizenship BehaviourBehavior: The Mediating Role of Person-Organization Fit. Procedia-Social Behavioral Sciences, 150, 1120-1128. https://doi.org/10.1016/j.sbspro.2014.09.127
Paine, J. B., & Organ, D. W. (2000). The Cultural Matrix of Organizational Citizenship Behavior: Some Preliminary Conceptual and Empirical Observations. Human Resource Management Review, 10(1), 45-59. https://doi.org/10.1016/S1053-4822(99)00038-8
Perneger, T. V., Courvoisier, D. S., Hudelson, P. M., & Gayet-Ageron, A. (2014). Sample Size for Pre-Tests of Questionnaires. Quality of Life Research, 24(1), 147-151. DOI: 10.1007/s11136-014-0752-2
Podsakoff, P. M., MacKenzie, S. B., Moorman, R. H., & Fetter, R. (1990). Transformational Leader Behaviors and their Effects on Followers’ Trust in Leader, Satisfaction, and Organizational Citizenship Behaviors. The Leadership Quarterly, 1(2), 107-142. https://doi.org/10.1016/1048-9843(90)90009-7
Porricelli, M. S., Yurova, Y., Abratt, R., & Bendixen, M. (2014). Antecedents of Brand Citizenship Behavior in Retailing. Journal of Retailing and Consumer Services, 21(5), 745-752. https://doi.org/10.1016/j.jretconser.2014.06.002
Preez, R. D., & Bendixen M. T. (2015). The Impact of Internal Brand Management on Employee Job Satisfaction, Brand Commitment and Intention to Stay. International Journal of Bank Marketing, 33(1), 78–91. https://doi.org/10.1108/IJBM-02-2014-0031
Rafiq, M., & Ahmed, P. K. (2000). Advances in the Internal Marketing Concept: Definition, Synthesis and Extension. Journal of Services Marketing, 14(6), 449-462. https://doi.org/10.1108/08876040010347589
Salajegheh, S., & Baghadam, G. (2017). An Investigation on the Effect of Organizational Commitment on Organizational Citizenship Behavior Regarding Personality Characteristics of Staff and Internal Marketing in Tax Administration of Jiroft City. Asian Research Journal of Business Management, 4(3), 22-35.
Slavich, B., Cappetta, R., & Giangreco, A. (2014). Exploring the Link between Human Resource Practices and Turnover in Multi-Brand Companies: The Role of Brand Units’ Images. European Management Journal, 32(2), 177-189. https://doi.org/10.1016/j.emj.2013.06.001
Smith, C. A., Organ, D. W., & Near, J. P. (1983). Organizational Citizenship Behavior: Its Nature and Antecedents. Journal of Applied Psychology, 68(4), 653-663.
Tsaur, S.-H., & Tang, W.-H. (2013). The Burden of Esthetic Labor on Front-Line Employees in Hospitality Industry. International Journal of Hospitality Management, 35, 19-27. https://doi.org/10.1016/j.ijhm.2013.04.010
Tuten, T. L., & Neidermeyer, P. E. (2004). Performance, Satisfaction and Turnover in Call CentreCenters the Effects of Stress and Optimism. Journal of Business Research, 57(1), 26-34. https://doi.org/10.1016/S0148-2963(02)00281-3
Ulrich, D. (1997). Measuring Human Resources: An Overview of Practice and a Prescription for Results. Human Resource Management, 36(3), 303-320. DOI: 10.1002/(SICI)1099-050X(199723)36:33.0.CO;2-#
Yildiz, S. M. (2016). The Effect of Internal Marketing on Organizational Citizenship Behavior of Academic Staff in Higher Educational Institutions. Universal Journal of Educational Research, 4(5), 1122-1128. DOI: 10.13189/ujer.2016.040523
Yoon, M. H., & Suh, J. (2003). Organizational Citizenship Behaviors and Service Quality as External Effectiveness of Contact Employees. Journal of Business Research, 56(8), 597-611. https://doi.org/10.1016/S0148-2963(01)00290-9
Section
Research Articles
##plugins.themes.bootstrap3.article.details##
How to Cite
BOONPARN, Chalat et al.
The Relationship of Internal Marketing and Organizational Citizenship Behavior and Brand Citizenship Behavior on Credit Card Issuers’ Call-Center Staff in Thailand.
Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 13, n. 1, p. 55-68, feb. 2020.
ISSN 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/Vol-13-No-1-2020-55-68>. Date accessed: 26 apr. 2024.
doi: https://doi.org/10.14456/jcdr-hs.2020.5.