WHAT IS THE ROLE OF HUMBLE LEADERSHIP IN SHAPING CUSTOMER CITIZENSHIP BEHAVIOR AND EMPLOYEE INNOVATIVE WORK BEHAVIOR? EVIDENCE FROM SERVICE SECTOR

Authors

  • SHAHZAD HASSAN Lecturer, Noon Business School, University of Sargodha, Pakistan; PhD scholar, Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia Author
  • NORAZAH MOHD SUKI Professor of Marketing and E-Commerce, Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Malaysia Author
  • MARIA AKHTAR MS research scholar, University of Sargodha, Pakistan Author
  • KHAN ZAMAN KHAN Assistant Professor, Noon Business School, University of Sargodha, Pakistan Author
  • NAVEED HASSAN Lecturer, Department of Commerce, University of Gujrat, Pakistan Author

Keywords:

Humble leadership, humility, customer citizenship behavio, innovation, innovative work behavior

Abstract

The impacts of humble leadership on employee innovative work behavior and customer citizenship behavior are investigated in this study. The impact of customer civic behavior on employee innovative work behavior was also investigated in this research. This study used a random sample of 285 employees, clients, and respective supervisors from service sector enterprises in north eastern Pakistan to collect research data. The findings demonstrate that increasing humble leadership enhances employee inventive work behavior. Furthermore, this study discovered that employee innovative work behavior is triggered by consumer citizenship behavior. This study gives a research-based overview on humble leadership and points out domain where more research could be beneficial to the service industry.

   

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Published

2022-06-30

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How to Cite

HASSAN, S. ., SUKI, N. M. ., AKHTAR, M. ., KHAN, K. Z. ., & HASSAN, N. . (2022). WHAT IS THE ROLE OF HUMBLE LEADERSHIP IN SHAPING CUSTOMER CITIZENSHIP BEHAVIOR AND EMPLOYEE INNOVATIVE WORK BEHAVIOR? EVIDENCE FROM SERVICE SECTOR. Bulletin of Business and Economics (BBE), 11(2), 235-243. https://bbejournal.com/index.php/BBE/article/view/364

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