MARKETING AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: REVIEW OF LITERATURE

Many well-understood forces, such as globalization, technology, fierce competition, and increasing complexity in customer demand have compelled organizations to be innovative and sensitive to their employees. Organizational citizenship behavior (OCB) has been accepted as a significant mechanism for quality service, organizational effectiveness and customer satisfaction. This is a literature based paper. The paper attempted to make contribution in the areas of marketing and employee organizational citizenship behaviors. This paper is significant because it has provided an updated literature on marketing-OCB relationships. The paper provided useful insight on marketing-OCB relationships for further research and theoretical development. The study also provided useful input to aid the policy and strategy formulation for industry to attract performance of organizational citizenship behaviors (OCBs) among front-line-service employees and marketing oriented professionals. Keywords: Marketing, Organizational Citizenship Behavior, Quality Service Delivery