Prosocial Service Behaviour (PSB) and Customers Trust in the Company: Evidences from Banking Industry in India

Abstract

The present study is an experiment in Indian banking industry with one aspect each of prosocial service behaviour (PSB) and organizational effectiveness, i.e., role-prescribed customer service behaviour and customer trust in the company. The prime object of the study is to understand the moderator role of sectoral location (public and private sector banks) in tracing relationship between PSB and customer trust in the company as external measures of organizational effectiveness. Besides that, dependency of PSB and customer trust in the company on gender and marital status of employees and customers has been experienced. The study responded two types of participants namely 350 banking employees and 400 customers selected through stratified sampling techniques from Varanasi district, Uttar Pradesh province of India. The five-item scale to measure role-prescribed customer service of banking employees was used in the current study. Customers’ trust in the company was measured using eight items (in place of nine) for assessing trust in banking customers. The study has found significant relationship between role-prescribed customer service behaviour and customer trust in the company. Study also reveals that PSBs are dependent on gender, especially female employees’ project more role-prescribed customer service behaviour; whereas in case of customer trust in the company, the same was found insignificant. Customer trust in the company (service quality) as measure of organizational effectiveness is found significant as unmarried customer scores higher than the married customers. Further, interaction effects of PSB and sectoral location have significant difference in service quality (customer trust) as measures of organizational effectiveness.

Keywords: Organizational Citizenship Behaviours, Prosocial Service Behaviours, Role Prescribed Customer Service Behaviour, Organizational Effectiveness, Service Quality, Sectoral Location, Customer Trust

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