Organizational citizenship and employee behavior in hotels: The role of brand knowledge sustainable strategy

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Abstract

The purpose of this research is to find out the mediation role of employees’ brand knowledge strategy between organizational citizenship behavior (OCB) and employees’ behavior in hotels. Quantitative approach was used in this research, and 204 online questionnaires were used to collect the data from three, four, and five hotel employees in Jordan. Data were analyzed using structural equation modeling (SEM) for hypothesis, validity, and mediation testing. The findings suggest that employees’ brand knowledge strategy plays a positive mediating role between OCB and employees’ behavior in hotels. This indicates that hotel employees with brand knowledge are likely to be motivated and perform well. Moreover, findings showed that OCB has a positive effect on employees’ behavior and its dimensions, helping behavior, in-role performance, and creative behavior. On the other hand, OCB has a negative effect on employees’ deviant behavior. This contributes to OCB theory when considered alongside employee behavior factors, revealing that OCB is influenced by brand knowledge, providing a deeper understanding and practical implications for hotel management and the sector on how employees in hotels may behave and their sense of belonging to the organization.

Keywords: Organizational Behavior, Employees’ Behavior, Employees’ Brand Knowledge Strategy, Hotels Sector, Jordan, AMOS Analysis

Authors’ individual contribution: Conceptualization — N.M.S. and G.A.-K.; Methodology — N.M.S. and G.A.-K.; Investigation — N.M.S., G.A.-K., and E.S.; Formal Analysis — E.S.; Writing — Original Draft — G.A.-K. and E.S.; Writing — Review & Editing — N.M.S., G.A.-K., and E.S.; Supervision — N.M.S.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: L83, M12, M31

Received: 27.02.2025
Revised: 05.06.2025; 02.08.2025; 21.10.2025
Accepted: 04.11.2025
Published online: 06.11.2025

How to cite this paper: Sarhan, N. M., Al-Kateb, G., & Shammout, E. (2025). Organizational citizenship and employee behavior in hotels: The role of brand knowledge sustainable strategy. Corporate Governance and Sustainability Review, 9(4), 8–18. https://doi.org/10.22495/cgsrv9i4p1