International Journal of Scientific & Technology Research

IJSTR@Facebook IJSTR@Twitter IJSTR@Linkedin
Home About Us Scope Editorial Board Blog/Latest News Contact Us

IJSTR >> Volume 2- Issue 5, May 2013 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Organizational Citizenship Behavior Effect On Patient Satisfaction And Loyalty Through Service Quality (Study On Maternity Hospitals In Indonesia)

[Full Text]



Ni Wayan Karthi Sutharjana, Armanu Thoyib, Eka Afnan Taroena, Mintarti Rahayu



Keywords: OCB, service quality, patient satisfaction, patient loyalty, Maternity Hospitals



Abstract: Improved quality of services driven by organizational citizenship behavior (OCB) automatically will improve patient satisfaction and create patient loyalty. High loyalty will lead to changes in market share and profit for the company which provides service. The objective of this study is to examine the role of OCB in improving service quality, patient satisfaction and patient loyalty. Survey is carried out to women who have delivered in Maternity Hospitals in Denpasar, as many as 160 people. This study uses a quantitative approach with SEM analysis techniques. The results showed that OCB behaviors can indeed improve the service quality significantly; nevertheless OCB has not been able to directly and significantly improve patient loyalty. Other than that, service quality and patient satisfaction are perfectly capable in mediating the effect of OCB on patient loyalty. The practical implication of this study is that the Maternity Hospitals in the future should necessarily prioritize in improving the service quality and patient satisfaction to achieve patient loyalty.



[1]. Abbott, J.B., Boyd, N.G. and Miles, G. 2006, “Does type of team matter? An investigation of the relationships between job characteristics and outcomes within a team-based environment”, Journal of Social Psychology, Vol. 146 No. 4, pp. 485-507.

[2]. Akbar, M.M. and Parvez, N., .2009. Impact of Service Quality, Trust and Costumer Satisfaction on Costumer Loyalty, ABAC Journal Vol. 29, No. 1. pp.24-38

[3]. Al-Rousan, M. Ramzi, Badaruddin Mohamed. 2010. Customer Loyalty and the Impacts of Service Quality: The Case of Five Star Hotels in Jordan, International Journal of Human and Social Sciences, Volume 5. No. 1 pp. 13-23.

[4]. Al-Hawari, Mohammad, Tony Ward and Leonce Newby. 2009. The Relationship Between Service Quality And Retention Within The Automated And Traditional Contexts Of Retail Banking. Journal of Service Management,Vol. 20 No. 4. pp. 455-472.

[5]. Azwar, Azrul. Menjaga Mutu Pelayanan Kesehatan. Jakarta: Sinar Harapan. 1996

[6]. Bateman, T.S. and Organ, D.W. 1983, “Job satisfaction and the good soldier: The relationship between affect and employee ‘citizenship’”, Academy of Management Journal, Vol. 26 No. 4, pp. 587-595.

[7]. Beauregard, T. A. 2012, "Perfectionism, self-efficacy and OCB: the moderating role of gender", Personnel Review, Vol. 41 Iss: 5 pp. 590 – 608

[8]. Bellou, V. and Andronikidis, A., 2008, The impact of internal service quality on customer service behavior Evidence from the banking sector, International Journal of Quality & Reliability Management, Vol. 25 No. 9, 2008 pp. 943-954.

[9]. Bitner, M. J. & Zeithaml, V. A. 2003. Service Marketing (3rd ed.), Tata McGraw Hill,New Delhi.

[10]. Bowen, J. T and Chen. S. L., 2001. The Relationship Between Customer Loyalty And Customer Satisfaction, International Journal of Contemporary Hospitality Management, Volume 13/5. pp. 213-217.

[11]. Bowen, John T. A.1997. Market-Driven Approach To Business Development And Service Improvement In The Hospitality Industry, International Journal of Contemporary Hospitality Management, Volume 9/7. pp. 334–344.

[12]. Gary Blau, Unnikammu Moideenkutty, Kim Ingham, 2010, "Leader-member exchange as a significant correlate of organizational and occupational sportsmanship behaviors in a health services setting", Leadership in Health Services, Vol. 23 Iss: 3 pp. 219 – 232.

[13]. Bloemer, JoseÂe; Ko de Ruyter and Martin Wetzels.1998. Linking Perceived Service Quality And Service Loyalty: A Multi-Dimensional Perspective. European Journal of Marketing, Volume 33. pp. 11/12

[14]. Caruana A. 2002, Service loyalty: the effects of service quality and the mediating role of customer satisfaction. Eur J Mark (7/8):811–28.

[15]. Castro, C.B., Armario, E.M. and Ruiz, D.M., 2004, The influence of employee organizational citizenship behavior on customer loyalty, International Journal of Service Industry Management Vol. 15 No. 1, pp. 27-53.

[16]. Cronin, J. J., Michael K.B., and Thomas, M.H., 2000, Assesing the effect of quality, value, and customer satisfaction on consumer behavioral intentions in service environment, Journal of Retailing, Vol. 76, No. 2, pp. 193-218.

[17]. Cunningham, 1991, A Services Quality: A Managing Challenge, Journal of Health Care Quality Assurance, Vol.5 No. 3, pp. 46-60.

[18]. Dayang, N.M.A.A., and Rozario F., 2009, Influence of Service and Product Quality towards Customer Satisfaction: A Case Study at staff cafeteria in the Hotel Industry, World Academy of Science, Engineering and Technology, 53.

[19]. Dimitriades, 2007, The influence of service climate and job involvement on customer-oriented organizational citizenship behavior in Greek service organizations: a survey, Employee Relations Vol. 29 No. 5, pp. 469-491.

[20]. De Jong, A., De Ruyter, K. and Wetzels, M. 2006, “Antecedents and consequences of group potency: a study of self-managing service teams”, Management Science, Vol. 51 No. 11, pp. 1610-25.

[21]. Dominici, G. and Guzzo, R, 2010, Customer Satisfaction in the Hotel Industry: A Case Study from Sicily, International Journal of Marketing Studies Vo. 2, No. 2, pp. 211-235.

[22]. Djati, S.P. 2008. Organizational Citizenship Behavior (OCB): Variabel Anteseden dan Pengaruhnya terhadap Service Quality, Program Doktor Ilmu Manajemen, Pascasarjana Fakultas Ekonomi Universitas Brawijaya, Disertasi.

[23]. Elanain, H.A., 2007, Relationship between Personality and Organizational Citizenship Behavior: Does Personality Influence Employee Citizenship?, International Review of Business Research, Vol. 3 No.4, pp. 31-43.

[24]. Ferdinand, A. 2002. Structural Equation Modeling Dalam Penelitian Manajemen. Fakultas Ekonomi Universitas Diponegoro, Semarang.

[25]. Garg, P. and Rastogi, R., 2006, Climate profile and OCBs of teachers in public and private schools of India, International Journal of Educational Management, Vol. 20 No. 7, 2006 pp. 529-541.

[26]. Garvin, David .A.,1987., "Competing on the Eight Dimensions of Quality", Harvard Business Review, November-December 1987.

[27]. Gonza´lez, J.V. and Garazo, T.G., 2006, Structural relationships between organizational service orientation, contact employee job satisfaction and citizenship behavior, International Journal of Service Industry Management, Vol. 17 No. 1, 2006 pp. 23-50.

[28]. Goetsch dan Davis, 1994. Pengantar Manajemen Mutu. PT.Prenhallindo, Jakarta.

[29]. Greenberg, J., & Baron, R.A. 2000., Social psychology, 9th ed. Boston: Allyn & Bacon. Behavior in organizations, 7th ed. Upper Saddle River,. NJ: Prentice-Hall.

[30]. Hair. JR., Anderson, R.E., Thatan, R.I and Black W.C. 1995. Multivariate Data Analysis. Fourth Edition, Prentice Hall, New Yersey.

[31]. Hore, J.R. 1994, Quality Management Initiatives in Health Care: Diagnostic Imaging and Quality Management Case Study, International Journal of Health Care Quality Assurance, Vol. 7 No. 7, 1994, pp. 18-21.

[32]. Irawan, D.H. 2002. 10 Prinsip Kepuasan Pelanggan. Penerbit PT.Elex Media Komputindo.

[33]. Jung, Joo H and Hong, Soonkwan, 2008, "Organizational citizenship behaviour (OCB), TQM and performance at the maquiladora", International Journal of Quality & Reliability Management, Vol. 25 Iss: 8 pp. 793 – 808

[34]. Juwaheer, Tanika Devi.2004. Exploring Internationl Tourists’ Perceptions of The Hotel Operations By Using a Modified SERVQUAL Approach: a Case Study of Mauritius, Managing Service Quality Journal, Vol 14. No 5. PP 350-364

[35]. Kane, R.L., Maciejewski, M. and Finch, M. 1997, ``The relationship of patient satisfaction with care and clinical outcomes'', Medical Care, Vol. 35 No. 7, pp. 714-30.

[36]. Kagaari, J.R.K. and Munene, J.C., 2007, Engineering lecturers’ competencies and organizational citizenship behaviour (OCB) at Kyambogo University, Journal of European Industrial Training Vol. 31 No. 9, 2007 pp. 706-726.

[37]. Kandampully, J. and Suhartanto, D, 2000, Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image, International Journal of Contemporary Hospitality Management, Volume 9, No. 7, pp. 346-351.

[38]. Krasna, T, 2008, The Influence of Perceived Value on Customer Loyalty in Slovenian Hotel Industry, Journal of Turizam, Vol. 12, pp. 12-15.

[39]. Kotler, Philip, and Keller, 2009, Marketing Management, 10th ed., Prentice Hall, Englewood Cliffs, New Jersey: United States of America.

[40]. Ladhari, R., 2009, Service Quality, Emotional Satisfaction, and Behavioral Intentions: A Study In The Hotel Industry, Managing Service Quality Journal, Vol. 19, No. 3, pp. 308-331.

[41]. Lai, F., Griffin, M., and Babin, B.J., 2009, How quality, value, image, and satisfaction create loyalty at a Chinese telecom, Journal of Business Research 62, pp. 980–986.

[42]. Langfred, C.W. 2007, “The downside of self-management: a longitudinal study of the effects of conflict on trust, autonomy, and task interdependence in self-managing teams”, Academy of Management Journal, Vol. 50 No. 4, pp. 885-900.

[43]. Lupiyoadi, R. 2008. Manajemen Pemasaran Jasa, Teori dan Praktek, Penerbit Salemba.

[44]. Lovelock dan Wright, L.,2005, Principles of Services Marketing and Management, Prentice Hall, Inc. New Jersey.

[45]. Lovelock, C. and Wirtz, J., 2007, Services Marketing, Sixth Edition, Prentice Hall, New Jersey.

[46]. Lovell,D.P., Thomas,G. and Dunbow,R. 1999, Issues related to the experimental design and subsequent statistical analysis of in vivo and in vitro comet studies. Teratog. Carcinog. Mutagen., 19, 109–119.

[47]. Malhotra, N. and Mukherjee,A., 2004, The relative influence of organizational commitment and job satisfaction on service quality of customer contact employees in banking call centres, Journal of Services Marketing, Volume 18 • Number 3 • 2004 • pp. 162-174.

[48]. Mills, A. and Gilson, L., 1990, Ekonomi Kesehatan Untuk Negara – Negara Sedang Berkembang,Terjemahan, Depkes RI,Jakarta

[49]. Muninjaya, AA., 2004. Manajemen Kesehatan, Edisi 2. Denpasar Bali, EGC.

[50]. Namasivayam, Karthik, 2005, "Connecting organizational human resource practices to consumer satisfaction: Outlining a potential causal mechanism", International Journal of Service Industry Management, Vol. 16 Iss: 3 pp. 253 – 270

[51]. Organ, D.W. 1988, Organizational Citizenships Behavior: The Good Soldier Syndrome, Lexington Books, Lexington, MA.

[52]. Organ, D. W., Podsakoff, P. M., & MacKenzie S. P., 2006. Organizational citizenship behavior: Its nature, antecedents, and consequences. London: Sage Publications.

[53]. Parasuraman, A., Zeithaml, V.A., and Berry, L.L., 1988, “ Serqual: a Multiple item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Vol.64 No.1 p. 12-40.

[54]. Pohan,Imbalo S.,MPH,MHA,Dr, 2006,Jaminan Mutu Layanan Kesehatan: Dasar – dasar Pengertian dan Penerapan,Penerbit Buku Kedokteran EGC,Jakarta

[55]. 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, Vol. 1, No. 2, 107-142.

[56]. Podsakoff, P.M., Ahearne, M., & MacKenzei, S.B. 1997. Organizational Citizenship Behavior and the Quantity and Quality of Work Group Performance. Journal of Applied Psychology, Vol. 82, pp. 262-270.

[57]. Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G., 2000. Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research. Journal of Management, Vol. 26, No. 3, pp. 513-563.

[58]. Prabhu, S., 1995, A generalizable framework for information systems for physician recruitment/referral, Journal of Management in Medicine, Vol. 9, No. 4, pp. 24-30.

[59]. SeyedJavadin, SeyedReza Hamzeh Rayej, Hamidreza Yazdani, Mehrdad Estiri, Seyed Ali Aghamiri, 2012, "How organizational citizenship behavior mediates between internal marketing and service quality: The case of Iranian GAS company", International Journal of Quality & Reliability Management, Vol. 29 Iss: 5 pp. 512 – 530.

[60]. Sabarguna. 2004. Pemasaran Rumah Sakit. Yogyakarta: Konsorsium Rumah Sakit Islam: 1-21

[61]. Sugiyono. 2008. Metode Penelitian Bisinis. Bandung: Alfabeta.

[62]. Sureshchandar, G.S., Rajendran, C., and Anantharaman, R.N., 2002, The relationship between management’s perception of total quality service and customer perceptions of service quality, TOTAL QUALITY MANAGEMENT, VOL. 13, NO. 1, 2002, 69- 88.

[63]. Sulea, Coralia, Delia Virga, Laurentiu P. Maricutoiu, Wilmar Schaufeli, Catalina Zaborila Dumitru, Florin A. Sava, (2012),"Work engagement as mediator between job characteristics and positive and negative extra-role behaviors", Career Development International, Vol. 17 Iss: 3 pp. 188 – 207.

[64]. Solimun. 2002. Structural Equation Modelling (SEM): Lisrel dan Amos, Cetakan Pertama. Malang: Universitas Negeri Malang.

[65]. Smith, C. A., Organ, D. W., and Near, J. P. (1983). Organizational citizenship behavior: Its nature and antecedents. Journal of Applied Psychology, 68, 653-663.

[66]. Stone M., Aspinal E., and Nancarrow C., 2000, The Meaning & Measurement of Customer Retention, Journal of Targetting Measurement & Analysis for Marketing, Vol. 10., No. 1, pp. 79-87.

[67]. Stoner,Jason , Pamela L. Perrewé, Timothy P. Munyon, (2011),"The role of identity in extra-role behaviors: development of a conceptual model", Journal of Managerial Psychology, Vol. 26 Iss: 2 pp. 94 – 107

[68]. Tang, T.L.P., Tollison, P.S. and Whiteside, H.D. 1987, “The effects of quality circle initiation on motivation to attend quality circle meetings and on task performance”, Personnel Psychology, Vol. 40, pp. 799-814.

[69]. Tang, T.L.P., Tollison, P.S. and Whiteside, H.D. 1989, “Quality circle productivity as related to upper-management attendance, circle initiation, and collar color”, Journal of Management, Vol. 15, pp. 101-13.

[70]. Tasa, K., Taggar, S. and Seijts, G.H. 2007, “The development of collective efficacy in teams: a multilevel and longitudinal perspective”, Journal of Applied Psychology, Vol. 92 No. 1, pp. 17-27.

[71]. Tjiptono, Fandy, 2007, Manajemen Jasa, Penerbit Andi, Yogyakarta

[72]. Turnipseed, D. and Murkison, G., 1996, Organization citizenship behaviour: an examination of the influence of the workplace, Leadership & Organization Development Journal Vol. 17, No. 2, pp. 42–47.

[73]. Wallace, E., Chernatony, L., and Buil, I., 2011, Within-role, extra-role and anti-role behaviours in retail banking, International Journal of Bank Marketing, Vol. 29 No. 6, pp. 470-488.

[74]. Williams, Lary. J and Anderson, Stella. E., 1991. Job Satisfaction and Organizational Commitment as Preictors of Organizational Citizenship and In-Role Behavior, Journal of Management, Vol.17. No. 3, pp. 601-617.

[75]. Zacher H. and , Nerina L Jimmieson, 2013, "Leader-follower interactions: Relations with OCB and sales productivity", Journal of Managerial Psychology, Vol. 28 Iss: 1 (Date online 11/11/2012)

[76]. Zheng Wei, Mian Zhang, Hai Li, 2012, "Performance appraisal process and organizational citizenship behavior", Journal of Managerial Psychology, Vol. 27 Iss: 7 pp. 732 - 752