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

Shahzad Hassan, Norazah Mohd Suki, Maria Akhtar, Khan Zaman Khan and Naveed Hassan
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Shahzad Hassan: Lecturer, Noon Business School, University of Sargodha, Pakistan; PhD scholar, Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia
Norazah Mohd Suki: Professor of Marketing and E-Commerce, Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Malaysia
Maria Akhtar: MS research scholar, University of Sargodha, Pakistan
Khan Zaman Khan: Assistant Professor, Noon Business School, University of Sargodha, Pakistan
Naveed Hassan: Lecturer, Department of Commerce, University of Gujrat, Pakistan

Bulletin of Business and Economics (BBE), 2022, vol. 11, issue 2, 235-243

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.

Keywords: Humble leadership; humility; customer citizenship behavior; innovation, innovative work behavior (search for similar items in EconPapers)
JEL-codes: J60 P36 (search for similar items in EconPapers)
Date: 2022
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