An Empirical of the Relationships between Human Resource Management Employee Prosocial Behavior and Customer Voluntary Behavior in Service Industry

This study also investigated customer voluntary performance (CVP) as a form of prosocial behavior exhibited in customer. A theoretical framework was proposed.

Data were collected from customers, employees, and supervisor in 26 branches of a bank in Taiwan. Extra-role customer service behavior had a consistently positive relationship with service performance, while OCB did not predict most customer responses. Affect-related variable, such as affective commitment, POS, supports for customers, were the main influential variables on employee and customer prosocial behaviors.