Indirect hypotheses

The last set of hypotheses explored the mediation roles of human behavioural outcome in the relationship of human values and service quality.

Hypothesis 5-a: Hypothesis 5-a tested the mediation role of OCBs on the

relationship between independent variables (self-enhancement, openness to change, self- transcendence and conservation) and service quality of commercial banks in Malaysia (Figure 4.4).

Independent variables self-enhancement, openness to change, and conservation have a significant relationship with OCBs (Figure 4.4). Then, self-enhancement, openness to change, self-transcendence, and conservation are indirectly related to service quality, being mediated by OCBs. The results of the mediation test via the bootstrapping approach has been shown in Table 4.14.

161 Based on the results, only OCBs mediated the relationship between conservation value and service quality (p=0.047). It did not mediate the relationship of self- enhancement, self-transcendence and openness to change value and service quality.

Therefore, based on the aforementioned results, OCBs partially mediate the relationship between human values and service quality.

Conservation value as mentioned in previous hypothesis showed the strong effect on behaviour and also in service quality, the important role of conservation value also mentioned when OCBs play a mediator role between human values and service quality.

Moreover in value priority system in Table 4.4 the items of conservation value such as; security (M=4.468), tradition (M=4.351) and conformity (M=4.181) had the highest level of priority for employees.

It can conclude, managers should take care of conservation value of employees, which directly influence their organisational citizenship behaviour and consequently promoting quality of provided services. For example if employees be sure about safety of self and family like insurance, any allowance for their pleasure and favours or be confident that all of their believes and customs accepted and respected by workplace, assuredly they will show some discretionary behaviour, which influence positively on quality of their services.

Sun et al. (2007), Yoon and Suh (2003), Podsakoff et al. (2009), Williams and Anderson (1991), Barksdale and Werner (2001), Koys (2001a), Morrison (1996) cited the mediating role of OCBs in the relationship of values and performance and service quality.

Hypothesis 5-b: Hypothesis 5-b tested the mediation role of the ability between

independent variables (self-enhancement, openness to change, self-transcendence and conservation) and service quality of commercial banks in Malaysia (Figure 4.5).

162 Independent variables self-enhancement, openness to change and conservation is significantly correlated with ability (Figure 4.5). Then self-enhancement, openness to change, and conservation are indirectly related to service quality, due to the fact that it is mediated by ability. The results of mediation test using the bootstrapping approach has been shown in Table 4.17.

Based on the results, the ability to mediate the relationship between conservation, self-enhancement, and openness to change values and service quality (p<0.05) is evident. Therefore, based on the aforementioned results, the ability to fully mediate the relationship between human values and service quality is prevalent.

Hypothesis 5-c: Hypothesis 5-c tested the mediation role of motivation between

independent variables (self-enhancement, openness to change, self-transcendence and conservation) and service quality of commercial banks in Malaysia (Figure 4.6).

Independent variables of self-enhancement, openness to change and conservation are significantly correlated to motivation (Figure 4.6). Then, self-enhancement, openness to change and conservation are related indirectly to the service quality, due to the fact that they are mediated by ability. The result of the mediation test using the bootstrapping approach has been shown in Table 4.20.

Based on the results, only motivation mediated the relationship between self- enhancement value and service quality (p = 0.028). Motivation did not mediate the relationship of self-enhancement, self-transcendence and openness to change value and service quality. Therefore, based on the aforementioned results, motivation does not totally mediate the relationship between human values and service quality. Table 4.25 summarises the findings post-research hypotheses testing.

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Table 4.25: Research Hypotheses Test

Research Hypotheses Supported?

Direct Hypotheses (H1, H2, H3,

H4)

Self-enhancement is positively related to service

quality. Yes

Openness to change is positively related to

service quality. Yes

Self-transcendence is positively related to

service quality. No

Conservation is positively related to service

quality. Yes

OCBs are positively related to service quality. Yes Self-enhancement is positively related to OCBs. Yes Openness to change is positively related to

OCBs. Yes

Self-transcendence is positively related to

OCBs. No

Conservation appraisal is positively related to

OCBs. Yes

Employees’ abilities are positively related to

service quality. Yes

Self-enhancement is positively related to

employees’ abilities. Yes

Openness to change is positively related to

employees’ abilities. Yes

Self-transcendence is positively related to

employees’ abilities. No

Conservation is positively related to employees’

abilities. Yes

Employees’ motivation is positively related to

service quality. Yes

Self-enhancement is positively related to

employees’ motivation. Yes

Openness to change is positively related to

employees’ motivation. Yes

Self-transcendence is positively related to

employees’ motivation. No

Conservation is positively related to employees’

motivation. Yes

Indirect Hypotheses

(H5)

OCBs mediate a relationship between human values and service quality.

Partially mediate Employees’ abilities mediate a relationship

between human values and service quality. mediate fully Employees’ motivation mediate a relationship

between human values and service quality.

Partially mediate

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4.8 Summary

This study was conducted among two commercial banks in Kuala Lumpur, Malaysia to evaluate the relationship between human values and bank service quality through employee’s behaviour outcome as a mediator.

Data were collected using two questionnaires consisted of employees questionnaires to evaluating their human values and behaviour outcome and customer questionnaire to evaluate quality of provided services by customers among all branches (117) of two commercial banks in Kuala Lumpur, Malaysia.

The results of data analysis showed the employees values playing an important role in quality of bank services through employee’s behaviour such as OCBs, motivation and ability. The result also showed that the most related dimension of human values that have influence on bank service quality were self- enhancement, conservation and openness to change and among three items of behaviour outcome, employee ability fully mediate the relationship of human values and service quality.

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