Servant leadership and customer OCB: moderation effect of altruistic values amongst family hotels employees

Purpose The paper investigates the moderating model of servant leadership (SL), customer citizenship behaviour (CCB) and Altruistic Work Value (AWV) among employees of 1-star and 2-star rated family hotels in Ghana. Design/methodology/approach Four hundred and fifty-two (452) respondents took part in the study. The respondents were selected using a convenient sampling technique and completed a self-reported questionnaire. Data were analysed using Partial Least Square Based Structural Equation Modelling (PLS-SEM). Findings Results of the study reveal that SL positively predicts customers’ Organisational Citizenship Behaviours (OCB). In addition, AWVs (1) directly influence customer OCB and (2) further moderate the nexus of SL and customer OCB. Practical implications Management of 1-star and 2-star family hotels should continuously monitor and evaluate employees' AWVs so that such behaviours can be constantly reinforced to retain them within their enterprise. Originality/value This paper is one of the pioneers to have tested a model including SL, OCB-C and AWVs in a family hotel context.