A Study on the Relationship Between Group Citizenship Behavior and Service Innovation Performance

Abstract

Service innovation is a fundamental method for service enterprises to enhance dynamic capability in building core competitive advantage and achieving sustained growth as well. The improvement of service innovation performance requires enterprises to have more open cooperation vision, and flexible coordination mechanism as well. More focuses have steadily changed from the traditional machine-driven standardized process to flexible talent development of work teams, especially the improvement of their service innovation performance. It requires groups to show more team spirit, as well as mutual sharing behavior, which is beyond duty and not for the purpose of commendation. Based on the mediating effect of organizational commitment and knowledge sharing, this paper explored the effect of group citizenship behavior on service innovation performance in Chinese context. With a sample of 498 employees of enterprises in China, this paper explored the relationship between group citizenship behavior, service innovation performance, organizational commitment and knowledge sharing by constructing a structural equation model. The results showed that organizational commitment and knowledge sharing played a partial mediating role between group citizenship behavior and service innovation performance. It is recommended to establish the employee centered enterprise culture and regulations; foster an open atmosphere which is conducive to communication and innovation; establish a fair and effective incentive distribution system; establish a diversified knowledge sharing effective incentive system and give full play to the role of learning organization.