Does organizational citizenship behavior add value to human interaction with e-services?

Purpose – The purpose of this paper is to examine the causal associations among service innovation/improvement, organisational citizenship behaviour (OCB), and the user-perceived value of e-services. The context of service delivery is particularly based on human interaction in e-service encounters. Design/methodology/approach – In total, 403 respondents from 53 different service departments were selected in this study. To fit the structure between respondents and departments, this study uses hierarchical linear modelling to examine the research model. Findings – The results indicate that service innovation/improvement and the OCB of department staff both positively affect the user-perceived value of e-services. However, the OCB of department staff does not have a moderating effect on the association between service innovation/improvement and the user-perceived value of e-services. Originality/value – Prior studies suggest that the OCB of service employees strongly reinforces customer perceptions of service quality and satisfaction. However, this causal association was proven in the context of face-to-face human interactions. This study is a pioneer study in examining the associations between OCB and human interaction with e-services.