MEASUREMENT OF EMPLOYEES’ EXTRA-ROLE BEHAVIORS AT TOURISM BUSINESSES IN THE CONTEXT OF COVID-19

Abstract

In the context of complicated developments of the COVID-19 pandemic, the voluntary behavior of employees plays an even more important role, the employee's extra-role behavior holds an important role in the tourism industry. The employees need to improve their voluntary behavior to overcome this challenge with their businesses and bring about positive results, and excellent customer satisfaction. The study aims to build a scale and measure the extra-role behavior of employees at tourism businesses in the context of COVID-19. Research results through a survey of 452 employees at tourism businesses in Da Nang city show that the employee's extra-role behavior is measured through the organizational-oriented citizenship behavior (OCB) and customer-oriented citizenship behavior (CCB). OCB is reflected in 5 factors: (1) Altruism, (2) Courtesy, (3) Sportsmanship, (4) Conscientiousness, and (5) Civic virtue. CCB is reflected in the efforts of employees in serving outside of assigned responsibilities. The research results also show that the extra-role behavior of tourism staff in Da Nang city is quite high, especially the customer-oriented citizenship behavior, altruism, civic virtue and sportsmanship.