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Impact of employee attitude on their pro-social behavior: a case study

Author

Listed:
  • Edmunds Čižo

    (Daugavpils University, Latvia)

  • Raheel Amir Awan

    (University of Lahore, Pakistan)

  • Rizwan Ali

    (University of Lahore, Pakistan)

  • Nisar Abid

    (University of Lahore, Pakistan)

Abstract

The authors investigate what factors impact employee attitude and how employee attitude shapes their behavior. They admit that pro-social behavior (PSB) is a consequence of internal market and learning orientation since it affects the attitude of front-line employees. Therefore, the article focuses on the internal market and learning orientation, enabling an organization's culture via employee attitudes. A survey was conducted to collect the data from managers and front-line employees at higher educational institutes in Pakistan. The findings of the study are that (1) the internal market orientation (IMO) has a positive influence on the pro-social behavior of front-line employees (FLE); (2) employee attitude mediates the effect of IMO on PSB, and (3) employee attitude mediates the effect of learning orientation (LO) on PSB. Implications of the obtained results and further research directions are also mentioned.

Suggested Citation

  • Edmunds Čižo & Raheel Amir Awan & Rizwan Ali & Nisar Abid, 2022. "Impact of employee attitude on their pro-social behavior: a case study," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(4), pages 416-426, June.
  • Handle: RePEc:ssi:jouesi:v:9:y:2022:i:4:p:416-426
    DOI: 10.9770/jesi2022.9.4(22)
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    References listed on IDEAS

    as
    1. Gabriel Gazzoli & Nawar N. Chaker & Alex R. Zablah & Tom J. Brown, 2022. "Customer-focused voice and rule-breaking in the frontlines," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 388-409, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    internal marketing orientation; learning orientation; pro-social behavior; higher education; front-line employees; attitude; Pakistan;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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