Wang, Yao-Chin; Xu, Shi; Ma, Emily; Xu, Fengzeng - In: The Cornell hospitality quarterly 66 (2025) 2, pp. 196-210
Based on trial-and-error learning theory, this study proposes an OCB-C (Organizational Citizenship Behavior toward customers)-driven social learning mechanism for the formation of other two types of OCB (OCB-O toward organizations and OCB-I toward coworkers). In this process, we propose that...