AN INVESTIGATION OF POSITIVE AFFECT, PROSOCIAL BEHAVIORS AND SERVICE QUALITY

This research investigates the relationships among service provider an d customer positive affect, employee-and customer-directed prosocial b ehaviors, and sales-oriented behavior; three types of behavior commonl y exhibited in the context of service delivery. In addition, employee and customer perceptions of service quality are considered. Three stud ies are presented. The principle findings indicate that employee posit ive affect is positively related to employee perceptions of altruistic organizational citizenship behavior and customer-oriented behavior, a nd negatively related to sales-oriented behavior. Customer positive af fect is positively related to customer perceptions of customer-oriente d behavior and service quality, and negatively related to sales-orient ed behavior. Managerial and research implications are also discussed.