بررسی تأثیر ابعاد رفتار شهروندی سازمانی برارزش ویژۀ برند مبتنی بر مشتری در صنعت هتلداری: نقش تعدیل‎گر اخلاق کار اسلامی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دکترای مدیریت منابع انسانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران

چکیده

هدف از این پژوهش بررسی تأثیر رفتار شهروندی سازمانی و ابعاد آن بر ارزش ویژۀ برند مبتنی بر مشتری و همچنین بررسی تأثیر تعدیل‎گرایانۀ اخلاق کار اسلامی در رابطۀ مذکور در صنعت هتلداری است. این پژوهش از لحاظ هدف، کاربردی و از لحاظ نحوۀ گردآوری داده‌ها توصیفی، از نوع پیمایشی است. جامعۀ هدف این پژوهش از دو گروه مشتریان و کارکنان صفی مجموعۀ هتل‌های پارسیان شهر تهران تشکیل شده است. روش نمونه‌گیری برای گروه اول، روش در دسترس و برای گروه دوم، روش خوشه‌ای دومرحله‌ای بوده است. برای جمع‌آوری داده از پرسشنامه‌های استاندارد استفاده شده و روش تحلیل داده‌ها مدل‎سازی معادلات ساختاری با استفاده از نرم‎افزار Smart PLS3.2.6 بوده است. مطابق نتایج پژوهش، ابعاد رفتار شهروندی سازمانی، یعنی نوع‎دوستی، تواضع و فروتنی، روحیۀ جوانمردی، وجدان کاری و فضیلت مدنی، تأثیر مثبت و معناداری بر ارزش ویژۀ برند داشتند. به‎علاوه، اخلاق کار اسلامی در رابطۀ میان رفتار شهروندی سازمانی و ارزش ویژۀ برند مبتنی بر مشتری، نقش تعدیل‌کننده داشت؛ بدین معنا که به افزایش رابطۀ میان این دو متغیر منجر شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Exploring the Impact of Different Dimensions of Organizational Citizenship Behavior on Customer-based Brand Equity in the Hotel Industry: The Moderator Role of Islamic Work Ethic

نویسندگان [English]

  • Elham Ebrahimi 1
  • Ali Shoja 2
  • Neda Pirani AhmadAbad 2
1 Ph.D., Human Resources Management, Faculty of Management, University of Tehran, Tehran, Iran
2 MSc. Student in Business Management, Faculty of Management University of Kharazmi, Tehran, Iran
چکیده [English]

The aim of this study is to investigate the impact of organizational citizenship behavior and its dimensions on customer-based brand equity and the moderating effect of Islamic work ethics on the above-mentioned relationship in the hotel industry. In terms of the purpose of this study, it is applied in nature and the researchers adopted the descriptive survey approach based on data collection. Target population of the study consists of two groups: customers and queue employees of Parsian Hotel chains in Tehran. In the first group convenience sampling technique has been applied and in the second group a two-stage cluster sampling method was applied. Data was collected using standard questionnaires and data analysis was based on structural equation modeling using Smart PLS 3.2.6 software. According to the results, organizational citizenship behavior dimensions, namely, altruism, courtesy, sportsmanship, conscientiousness and civic virtue had a positive and significant influence on brand equity. Moreover, Islamic work ethics had a moderator role in the relationship between organizational citizenship behavior and customer-based brand equity, meaning that it is leading to an increase in the extent of the relationship between these two variables.

کلیدواژه‌ها [English]

  • Courtesy
  • Customer-based brand equity
  • Islamic work ethics
  • Organizational Citizenship Behavior
  • Sportsmanship
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