Understanding Significant Relationships between Organizational Citizenship Behavior (OCB) and Marketing Function

Abstract

This is a literature based paper that attempts to make contribution in to organizational citizenship behaviors (OCB) and Marketing literatures by providing up to date literature on the relationship between the two important research areas. Organizational citizenship behavior (OCB) has contributed tremendously to the marketing field through enhancing service quality, customer satisfaction and organizational effectiveness. Many well-understood forces, such as globalization, technology, fierce competition and increasing complexity in customer demand have compelled marketing organizations to become more innovative in their marketing activities and more sensitive to their marketing employees for them to survive and thrive. OCB is a recent development in the marketing profession and has positively affected service delivery and organizational effectiveness. This paper reviews relevant OCB and marketing literatures and has provided useful insights on the current development on the marketing-OCB relationships as well as research update in the two areas. Subsequently this paper has discussed important implications for future research and professional practice regarding the OCB-marketing relationships.