Empirical Research On The Effect Of Service Orientation On Organizational Citizenship Behavior

Service industry takes more and more important position in the economy, which lead to a high competition in this area. With the development of financial market, the proportion of financial service industry in the service industry is increasing. Financial service industry has already been the leading industry in this area. Because of the high social interaction characteristic of financial service industry, the inseparable of the service products is strong. The quality of the service depends on the employees who provide the service products. Hogan (1984) defined service orientation (SO) as the feature of employers’ character that can influence the quality of service. The studies focus on the influence that service orientation on the employers’ performance and customers’ performance. However, they didn’t consider the influence that service orientation on the organizational citizenship behavior (OCB). Therefore, this study make use of the empirical research method, collecting 210 valid questionnaires in financial service industry to figure out the mechanism of the relationship between SO and OCB, and discuss the mediation effect of emotional labor (EL)In order to learn more about the knowledge, we read a lot of studies in these areas and learn pretty much about the theories about service orientation (SO), surface-acting strategy (SA), deep-acting strategy (DA), organizational citizenship behavior individual (OCBI) and organizational citizenship behavior organization (OCBO). We make good use of the theories and the models, set up conceptual model with these concepts through analyzing and reasoning. Using the modern way of empirical study, we design the questionnaire and give it to the right people. We use SPSS and SEM (Structural Equation Model) to analyze the collected data. Finally we come up with the conclusions as follows:(1) SO has a significant negative effect on SA, SO has a significant positive effect on DA; (2) SA has a significant negative effect on OCBI, SA has a significant negative effect on OCBO; (3) DA has a significant positive effect on OCBI, DA has a significant positive effect on OCBO; (4) SO has a significant positive effect on OCBI, SO has a significant positive effect on OCBO; (5) Moderating effect of SA on the relationship between SO and OCBI be not approved, Moderating effect of SA on the relationship between SO and OCBO approved; (6) Moderating effect of DA on the relationship between SO and OCBI be not approved, Moderating effect of DA on the relationship between SO and OCBO approved.We give the explanation of the output of this study when we come up with the conclusions. Based on the results, we come up with some inspirations and suggestions for the service enterprises in the financial service industry. Finally, we illustrate the limitations of this study and future research directions.