The Effects Of Workplace Spirituality And Stress On Organizational Citizenship Behavior And Organizational Anti- Citizenship Behavior And Its Relationship With Customer Loyalty And Quality Of Service (Case Study: Madaran Hospital
| Autor | Ali Gholipour Soleimani - Maghsoud Khosravi - Saleh Kashani |
| Cargo | Islamic Azad University - Islamic Azad University - Islamic Azad University |
| Páginas | 921-936 |
QUID 2017, pp. 921-936, Special Issue N°1- ISSN: 1692-343X, Medellín-Colombia
THE EFFECTS OF WORKPLACE SPIRITUALITY AND STRESS ON ORGANI ZATIONAL
CITIZENSHIP BEHAVIOR AND ORGANIZATIONAL ANTI- CITI ZENSHIP BEHAVIOR AND ITS
RELATIONSHIP WITH CUSTOMER LOYALTY AND QUALITY OF SERVICE (CASE STUDY:
MADARAN HOSPITAL)
(Recibido el
15-06-2017.
Aprobado el
04-09-2017)
Ali Gholipour Soleimani
Islamic Azad University,
Assistant Professor,
Department of Business
Administration, School of
Accounting and Management,
Rasht Branch, Rasht, Ir an.
Maghsoud Khosravi
Islamic Azad University,
Assistant Professor,
Department of Business
Administration, School of
Accounting and Management,
Rasht Branch, Rasht, Ir an
.
Saleh Kashani
Mohammadi
Islamic Azad University,
Assistant Professor,
Department of Business
Administration, School of
Accounting and Management,
Rasht Branch, Rasht, Ir an
Abstract. This research was conducted to investigate the effects of spirituality in the workplace and o ccupational
stress on organizatio nal citizenship behavior and organizati onal anti-citizenship behaviors and their relationship
with customer loyalty and quality of service in maternity hospital. The present study is a descriptive-correlational
study. Survey method was used and the data gathering tool was a standard questionnaire for measuring each
variable. The statistical population in t his research consists of all staf f (women and men) of the mothers' hospital
(226 people) and all client s. The questionnaire was distributed among all nurses of the mothers' hospital through
a census sampling method. However, 208 questionnaires were completed for reasons such as parental remarria ge
or lack of cooperation. In additio n, 178 people were considered as a sample of customers using available
(voluntary) sampling methods.
The research findings were analyzed using SPSS software and Pearson's correlation and regression tests.
According to the results of research in maternity hospital, there is a significant and negative relationship between
work environment dilemma and occupational stress, there is a significant and positive relationship between the
efficiency of work and organizational citizenship behavior, there is a significant and significant relatio nship
between work and organizational citizenship behavior, there is a positive and significant relationship between
occupational stress and organizational anti-citizenship behavior, there is a positive and significant relationship
between organizational citizenship behavior and quality of service, there is a positive and significant relationship
between organizatio nal citize nship behavior and customers, there is a significant and incongruous relationship
between human behavior and qualitative services and there is a significant and incongruous relationship between
the organizational anti-citizenship behavior and the customers' self-esteem.
Keywords: organizational citizenship behavior, organizatio nal ACB, spirituality in the workplace, stress, quality
of service and customer loyalty
Citar, estilo APA: Soleimani, A., Khosravi, M. & Mohammadi, S. (2017). The effects of workplace spirituality and stress on organizational citizenship be havior
and organizational anti- citizenship behavior and its relationship with customer loyalty and quality of service (case study: Madaran hospital). Revista QUID (Special
Issue), 921-936.
1. PROBLEM STATEMENT
Organizational citizenship behavior (OCB) includes
discretionary beha viors of the staff, which is not a
part of their o fficial duties and is not considered
directly by the organization's formal reward s ystem
but increases the overall effectiveness of the
organization (Organ, 1988).The conducted
researches on the citizen's behaviors (ACB) in
organizations is historically newer and less
developed. Losing billions of dollars per year by
international organizations have led to ACB be more
considered by experts and officials (Pearce and
Giacalone, 2003, p: 65).The organizations are
interested in workplace spiritualit y in order to
increase the effectiveness of the organizatio n.
Empirical evidences show a positive relationship
between workplace spirituality with creativity
(freshman, 1999), honesty and trust within the
organization (Wanger-Marsh and Conely, 1999), an
increased sense of personal achievement (Bura ck,
1999), or ganiza tional comm itment ( Dellbec q,
1999 ), Job at titudes s uch as: Jo b satisf action,
Job p artici pation , red ucing the des ire f or
with drawal and se lf-res pect based on
orga nizati on (Mi lliman et al ., 200 3).
In the management and marketing literature, there
is no unique consensus to define and conceptualizing
the quality of services. However, we can simply
define the perceived quality of service by the
customer as following:
"The perceived judg ment of the customer about the
overall quality of services that originates from the
difference between customer perception and their
expectation about from perceived services
(Zeithaml, 1988; Wang and Sohl, 2003).
An important factor in the continuing success of
organizations is their ability to maintain present
customers and making them being loyal to the name
and brand or the services of the organizatio n
(Dekimpe et al., 1998).
Loyal c ustomers contribute to the success of
organizations through repurchase, buy more, buy the
new goods or services, pay the higher prices, mouth
advertising for others ….(Ganesh et al., 20 00). It is
now widely accepted that retain existing customers,
is much cheaper than attracting new customers
(Rundle-Thiele, 2005; Oliver and Swan, 1995).
Competitiveness of many industries and services is
due to the ability to create loyal customers (Pont and
McQuilken, 2005). One of the problems of study the
stress is many conflicts in the ways that through
them the stress has been defined and has been
operating. For example, the concept of stress is
defined both as the independent variable, and the
dependent variable and as a process. This ambiguity
in the terminology has been intensified with the
widespread usage of the stress concept in the studies
of medical, behavioral and social sciences, during 50
to 60 years of the past. Each field has studied the
stress from its special perspective (Gill et al, 2006,
p, 471).
Hans Sileh that is k nown as "the father of stress"
defines stress as "Stress, is t he nonspecific response
that the body show, against requests, that he be
encountered with it (Bahram, 2003, p: 68). Given
that, the nursing is of jobs that pay attention to the
customer (patient) has the potential importance;
thus, it seems that checking the status of the presence
or absence citizenship behaviors, can largely
familiar the hospital officials to the workplace
issues. The guidance of citizenship behaviors toward
organizational goals or the growth of these behaviors
along with the awareness of the impact of such
activities on the other aspects of the study can greatly
enhance i ndividual and organizational productivity
and on the other hand, lead to improvement in the
organizational image in the view of people.
2. THE RELATIONSHIP BETWEEN THE
VARIABLES OF THE RESEARCH
2.1. Organizational citizenship behavior a nd the
quality of services
The concept of OCB (Organizational Citizenship
Behavior) refers to identify, manage and measure
employee behavior to improve the organizational
effectiveness that has not been considered in the
traditional methods of evaluation of job performance
of the sta ff. The definition of OCB largely is
descriptive of the behavior of the service staff. The
first characteristic of Organizational Citizenship
Behavior is that it is not mandator y. Also, the
dimension o f the services requires the optional
behaviors of the staff. Service delivery is largely
involved personal interaction.
These interactions may be short or long and may
then expand the customer relationship and may help
employees to understand customer requirements and
they can take benefit from it i n the way of adjusting
the services with customer needs. Developing the
detailed job descriptions on how to deal with the
customer is difficult while some behaviors may not
be clearly defined (Calling t he customer by the first
name). There are other behaviors that are related to
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