Authors : Zahra Kamiab and Kuppusamy Singaravelloo
Abstract: This study assesses the interactions between personal values, Organizational Citizenship Behavior (OCB) and service quality of all branches of two commercial banks (CIMB and Maybank) operating in Kuala Lumpur, Malaysia (N = 117 branches), those are the greatest financial services group that have the higher ranking due to asset range and financial statistics. The finding mentioned the difference in Malaysia values context and priority in comparison to previous studies that most of them performed in developed countries. Structural Equation Model (SEM) applied to analyze the mediating role of OCB among personal values and service quality.
Zahra Kamiab and Kuppusamy Singaravelloo, 2017. Personal Values, OCB and Bank Service Quality. International Business Management, 11: 281-292.