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IMPACT OF SKILL SET ON THE ORGANISATION CITIZENSHIP

BEHAVIOUR (OCB) OF WOMEN EMPLOYEES IN RETAIL STORES IN

BANGALORE CITY

Ms. Asma Banu, Assistant Professor,

Department of Commerce and Management,

Abbas Khan College for Women Bangalore - 560 002, Karnataka

---------------------------------------------------------------- Abstract

The skills which are required for the retail organisation in the present era is

influenced by many dynamics like labour market, occupational profile, location and

consumer shopping. Organizational citizenship behaviour (OCB) is the behaviour that

goes beyond the basic requirements of the job, to a large extent it is discretionary and

is of benefit to the organization & employee behaviours that, although not critical to

the task or job, serve to facilitate organizational functioning. Thus for any retailing

industry the skill required by the employees to accomplish their work goals and the

organizational citizenship behaviour (OCB) are important factors, which promote the

well being of any retail industry. The study clearly shows that skill set have no

influence and impact over OCB. The respondents clearly state that the suitable skill set

should be designed to develop organizational citizenship behaviour so that high

morale and motivation is developed in employees. Training & development should be

so designed getting feedback and suggestions from employees so that, they also

recommend that suitable instrumentation which suits each and every organisation.

---------------------------------------------------------------- Key Words: Skill Set, Organisation Citizenship Behaviour and Retail Stores

----------------------------------------------------------------

Introduction

The skills which are required for the retail organisation in the present era is

influenced by many dynamics like labour market, occupational profile, location and

consumer shopping. Organizational citizenship behaviour (OCB) is the behaviour that

goes beyond the basic requirements of the job, to a large extent it is discretionary and is

of benefit to the organization & employee behaviours that, although not critical to the

The International journal of analytical and experimental modal analysis

Volume XI, Issue VIII, August/2019

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task or job, serve to facilitate organizational functioning. Thus for any retailing industry

the skill required by the employees to accomplish their work goals and the organizational

citizenship behaviour (OCB) are important factors, which promote the well being of any

retail industry.

Retailing Industry in India

The Indian retail industry has emerged as one of the most dynamic and fast-paced

industries due to the entry of several new players. It accounts for over 10 per cent of the

country’s Gross Domestic Product (GDP) and around 8 percent of the employment. India

is the world’s fifth-largest global destination in the retail space. Food and groceries retail

is the largest segment of the Rs.25.3 trillion retail market accounting for 69% of the

overall market.

Skill Set

Clarke and Winch (2006) defined skills as an individual attribute and as the

mastery of a narrow range of tasks and whether the tasks actually get done depends also

on whether the worker is motivated and committed to doing them. It encompasses the

knowledge needed to exercise a broader range of functions. Heterogeneous jobs are

made comparable through commensurate grades using expert judgements about the

competence levels involved, while educational qualifications are similarly ranked with

descriptions of the competences they certify.

Aim of the Study

Examining the supremacy of skill set over organisational citizenship behaviour,

so that organizational citizenship behaviour can be enhanced for a positive impact on



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sales promotion, customer retention, customer relationship management, employee

morale and motivation are developed which leads to employee retention.

Need for the Study

The present study takes the assessment of skill set of the employees in inculcating

organisational citizenship behaviour in them. The influence of skill set on organizational

citizenship behaviour so that it contributes to the successful functioning of the

organisation. If this has been found from the employees, it could be easily recommended

to what all skill set need to be enhanced to improve the organizational citizenship

behaviour.

Statement of the Problem

Experienced and skilled employees are a positive feature of any budding and

emergent organisation. Organizational citizenship behaviour plays a very key & critical

role in totting up resources ending with minimum input & maximum output. Studies also

describing skill set & organizational citizenship behaviour are very rare.

Objectives of the study

To identify the various skill set and their importance for the employees.

To study the correlation between organisational citizenship behaviour and skill set.

To get suggestions from employees to frame ideas and strategies for improving

organizational citizenship behaviour.

Review of Literature

Organizational Citizenship behaviour (OCB) is a type of behaviour which is also

known as the Extra Role Behaviour, Motivate the employees to go beyond what is



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expected from them by organization and job descriptions, this type of behaviour have its

benefits for both production parts employees and organizations (Wael Salah El Din

Mohamed, 2016). Due to factors such as capability, identity, encouragement and values

human resources are considered as intelligent assets who act and perform differently,

which as a consequence produces different organization results that will be experienced

by any organization, and its also due to the differences in motivation and satisfaction

level of different employees. Thus, organizations should decide and determine what type

of behaviour they require to be effective.

Research Methodology

The research objective for this study includes exploration and description. The

research design used in this study is descriptive research design. The data collected

includes primary and secondary data. The pilot study was conducted with the help of the

structured questionnaire which was administered among a sample of 100 respondents.

The reliability test showed Cronbach alpha value more than 0.08, which clearly states

that questionnaire is valid and reliable. The data collected is organised, classified and

analysed using a wide range of appropriate statistical tools like mean and standard

deviation, correlation and path analysis.

Research Instrumentation

The questionnaire of the survey consists of 3 parts. The samples were women

employees working the retail stores in Bangalore city. The first part aims to find out the

personal information of respondents. The second part aims to find out the various skills

and their applications. The third part discusses opinion of the respondents towards the

various organisational citizenship attributes.



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Sample Selection

There are around 5000 organised retailing stores in Bangalore (Source:

http://retail.franchiseindia.com/magazine/2017/september/Retail-scenario-in-South-

India.m39-2-16/). The data for the total number of employees is not available, the

population is considered infinite and the samples are selected on infinite basis using the

Demorgan’s sample size estimator. Two stage random sampling has been used to select

samples. A total of 1600 were distributed and 1537 were returned and the remaining 13

were biased.

Variables of the study

In the current study the researcher has identified skill set as independent variable

and organisation citizenship behaviour as dependent variable. The researcher has found

the impact of skill set in inculcating organisational citizenship behaviour in women

employees. The study was conducted in food and grocery retail stores in Bangalore city.

Limitations of the Study

The study is restricted to Bangalore only and may not be applicable to other

areas. Collection of data was a tedious process as respondents, when visited the store

format were very busy in their selling and other responsible jobs and highly reluctant in

spending time for providing data. The opinion of the respondents may be based on the

primary source of data only. The data collected were collected from retailing industry,

which too from food & grocery retail outlets, cannot be generalised. Cost factor was

another one limitation.



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Analysis and Interpretation

The analysis is carried out for skill sets and organizational citizenship behaviour.

The measures of central tendency, measures of dispersion, correlation and structural

equation modelling (SEM) has been used draw the results from the studying variables

and the analysis is as follows;

Table. 1.1. Mean and Standard Deviation of Skill Sets

Measuring Variables Mean Sd

Basic Literacy and Numeracy Skills 3.30 1.138

Critical Thinking Skills 3.21 1.20

Leadership Skills 1.34 1.00

Management Skills 3.28 1.03

Interpersonal Skills 3.31 1.18

Information Technology Skills 1.61 1.21

Systems Thinking Skills 1.38 0.63

Work Ethic 1.26 0.49

Mean Score 2.34 0.99

The respondents say that they agree with the variable “interpersonal skills” with a

mean value of 3.31 and with a standard deviation of 1.18. Similarly the respondents say

that they agree with the variable “basic literacy and numeracy skills” with a mean value

of 3.30 and with a standard deviation of 1.138. Similarly the respondents say that they

agree with the variable “management skills” with a mean value of 3.28 and with a

standard deviation of 1.03. Similarly the respondents say that they agree with the

variable “critical thinking skills” with a mean value of 3.21 and with a standard deviation

of 1.20.

Similarly the respondents say that they disagree with the variable “information

technology skills” with a mean value of 1.61 and with a standard deviation of 1.21.



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Similarly the respondents say that they disagree with the variable “systems thinking

skills” with a mean value of 1.38 and with a standard deviation of 0.63. Similarly the

respondents say that they disagree with the variable “leadership skills” with a mean value

of 1.34 and with a standard deviation of 1.00. And finally the respondents say that they

disagree with the variable “work ethic” with a mean value of 1.26 and with a standard

deviation of 0.49.

Table. 1.2. Overall Organizational Citizenship Behaviour

Measuring Variables Mean Sd

Altruism 3.68 0.80

Conscientiousness 1.69 1.31

Civic virtue 1.59 1.19

Courtesy 1.59 0.58

Sportsmanship 3.33 1.27

Mean Score 2.38 1.03

The respondents say that they agree with the variable “altruism” with a mean

value of 3.68 and with a standard deviation of 0.80. Similarly the respondents say that

they agree with the variable “sportsmanship” with a mean value of 3.33 and with a

standard deviation of 1.27. Similarly the respondents say that they disagree with the

variable “conscientiousness” with a mean value of 1.69 and with a standard deviation of

1.31. Similarly the respondents say that they disagree with the variable “civic virtue”

with a mean value of 1.59 and with a standard deviation of 1.19. And finally the

respondents say that they disagree with the variable “courtesy” with a mean value of 1.59

and with a standard deviation of 0.58.



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BIVARIATE CORRELATION

Table. 1.3. Correlation between the Variables of Skill Sets Variables and

Organizational Citizenship Behaviour

H0: There is no significant correlation between the variables of Skill Sets variables and


Variables Test ALT CON CV COU SPO OCB

BLNS PC -.411** -.022 .033 -.008 -.407** -.375**

CTS PC .670** -.237** .217** -.227** .270** .417**

LS PC .013 -.093** -.216** .086** .071** -.035

MS PC .461** -.051* .175** -.178** .642** .415**

IS PC .454** -.065* -.195** -.041 .141** .116**

ITS PC -.162** .152** -.330** .007 .010 -.109**

STS PC -.057* .084** .163** -.072** .182** -.048

WE PC .062* .037 .227** -.220** .108** .000

ES PC .081** -.146** .180** -.263** .165** -.038

**. Correlation is significant at the 0.01 level (2-tailed). STS - Systems Thinking Skills

*. Correlation is significant at the 0.05 level (2-tailed). WE - Work Ethic

PC – Pearson Correlation Values ES – Employee Skill Sets

BLNS - Basic Literacy and Numeracy Skills AKT - Altruism

CTS - Critical Thinking Skills CON - Conscientiousness

LS - Leadership Skills CV - Civic virtue

MS - Management Skills COU - Courtesy

IS - Interpersonal Skills SPO – Sportsmanship

ITS - Information Technology Skills OCB - Organizational Citizenship Behaviour

Positive Correlation

The variable altruism has positive correlation with the variables like critical

thinking skills (0.670); management skills (0.461); interpersonal skills (0.454); work

ethic (0.062) and Skill Sets (0.081). Similarly the variable conscientiousness has positive

correlation with the variables like information technology skills (0.152) and systems

thinking skills (0.084).



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Similarly the variable civic virtue has positive correlation with the variables like

critical thinking skills (0.217); management skills (0.175); systems thinking skills

(0.163); work ethic (0.227) and Skill Sets (0.180). Similarly the variable courtesy has

positive correlation with the variables like leadership skills (0.086).

Similarly the variable sportsmanship has positive correlation with the variables

like critical thinking skills (0.270); leadership skills (0.071); management skills (0.642);

interpersonal skills (0.141); systems thinking skills (0.182); work ethic (0.108) and Skill

Sets (0.165). And finally the variable organizational citizenship behaviour has positive

correlation with the variables like critical thinking skills (0.417); management skills

(0.415) and interpersonal skills (0.116).

Negative Correlation

The variable altruism has negative correlation with the variables like basic

literacy and numeracy skills (- 0.411); information technology skills (- 0.162) and

systems thinking skills (- 0.057). Similarly the variable conscientiousness has negative

correlation with the variables like critical thinking skills (- 0.237); leadership skills (-

0.093); management skills (- 0.051); interpersonal skills (- 0.065) and Skill Sets (-

0.146).

Similarly the variable civic virtue has negative correlation with the variables like

leadership skills (- 0.216); interpersonal skills (- 0.195) and information technology skills

(- 0.330). Similarly the variable courtesy has negative correlation with the variables like

critical thinking skills (- 0.227); management skills (- 0.178); systems thinking skills (-

0.072); work ethic (- 0.220) and Skill Sets (- 0.263).



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Similarly the variable sportsmanship has negative correlation with the variables

like basic literacy and numeracy skills (- 0.407). And finally the variable organizational

citizenship behaviour has negative correlation with the variables like basic literacy and

numeracy skills (- 0.375) and information technology skills (- 0.109).

No Correlation

The variable altruism has no correlation with the variables like leadership skills.

Similarly the variable conscientiousness has no correlation with the variables like basic

literacy and numeracy skills and work ethic. Similarly the variable civic virtue has no

correlation with the variables like basic literacy and numeracy skills.

Similarly the variable courtesy has no correlation with the variables like basic

literacy and numeracy skills; interpersonal skills and information technology skills.

Similarly the variable sportsmanship has no correlation with the variables like

information technology skills. And finally the variable organizational citizenship

behaviour has no correlation with the variables like leadership skills; systems thinking

skills; work ethic and Skill Sets.

STRUCTURAL EQUATION MODELLING (SEM)

The GFI (Goodness of Fit) and AGFI (Adjusted Goodness of Fit Index) should be

nearing to one or one indicates that the model is a good fit. In this model it’s nearing one

so it indicates that the model is a good fit. In this model the GFI value is 0.943 and AGFI

value is 0.955. This clearly implies that the model is a good fit.



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Table. 1.4. Model Fit - Overall Skill Sets on the Overall Organizational

Citizenship Behaviour

Test for model fit Values

RMR (Root Mean Square Residual) 0.046 (P Value)

GFI (Goodness of Fit) 0.943

AGFI( Adjusted Goodness of Fit) 0.955

RMSEA (Root Mean Square Error of Approximation) 0.012(P Value)

The GFI (Goodness of Fit) and AGFI (Adjusted Goodness of Fit Index)

should be nearing to one or one indicates that the model is a good fit. In this model it’s

nearing one so it indicates that the model is a good fit. In this model the GFI value is

0.943 and AGFI value is 0.955. This clearly implies that the model is a good fit.

The Root Mean Square Residual is the square root of the average squared

amount by which the sample variances and covariance’s differ from their estimates. The

residual value is less than 5% level of significance; hence the model is a good fit.

The RMSEA (Root Mean Square Error of Approximation) values should be

less than level of significance. In this model the ‘P‘ value is < 0.05, which indicates that

the model is a good fit.

Figure 1.1. Impact of the Employability Skill on the Organizational Citizenship

Behavior



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Table. 1.5. Regression Weights - Impact of the Skill Set on the Organizational

Citizenship Behavior

Variable Inf. Variable UE SE S.E. C.R. P

Organizational

Citizenship Behaviour Skill Sets -0.04 -0.038 0.027 -1.487 0.137

*** Significant at 0.001percentage Level S.E – Standard Error

** Significant at 0.05percentage Level C.R – Critical Ration

UE – Unstandardised Estimate P – Probability Value

SE – Standardised Estimate Inf. - Influence

The independent variable Skill Sets does not influence the dependent variable


Table. 1.6. Squared Multiple Correlation - Impact of the Skill Set on the

Organizational Citizenship Behaviour

Variable Estimate

Organizational Citizenship Behaviour 0.001

The independent variable Skill Sets does not influence the dependent variable


The findings of the study clearly show that the independent variables Skill

Sets have no influence over the dependent variable organizational citizenship

behaviour.

Conclusion

The study clearly shows that skill set have no influence and impact over OCB.

The respondents clearly state that the suitable skill set should be designed to develop

organizational citizenship behaviour so that high morale and motivation is developed in

employees. Training & development should be so designed getting feedback and

suggestions from employees so that, they also recommend that suitable instrumentation



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which suits each and every organisation should be premeditated so that both employee

and employer are benefitted.

References

1. https://workfamily.sas.upenn.edu/glossary/o/organizational-citizenship-behavior-

definitions

2. http://www.businessdictionary.com/article/1309/how-to-change-your-organizations-

culture-wsj1605/

3. https://www.ibef.org/industry/retail-india.aspx

4. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4337087/

5. http://onlinelibrary.wiley.com/doi/10.1002/hrm.21815/abstract

6. https://www.omicsonline.com/open-access/investigating-the-relationship-between-

job-satisfaction-and-organizationalcitizenship-behavior-among-beni-suef-cement-

company-empl-2223-5833-1000259.php?aid=80208&view=mobile

7. https://www.bvekennis.nl/Bibliotheek/09-1129_Brockmann_competence_based.pdf



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