Kim, Wooyang; Hantula, Donald A.; Di Benedetto, Anthony - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 10, pp. 2237-2268
Purpose: The study aims to examine the underexplored agenda in organizational citizenship behaviors (OCBs) through the collectivistic 50-and-older customers' lens when encountering medical-care services by applying stimulus-organism-response (S-O-R) theory. Design/methodology/approach: The...