International Journal of

Business & Management Studies

ISSN 2694-1430 (Print), ISSN 2694-1449 (Online)
DOI: 10.56734/ijbms
From Dual Commitment to Job Performance: Do Not Turn a Blind Eye to CO-OCB And Job Complexity


By utilizing social change theory and consistency theory, the commitment of employees to both the parent firm and local operations can effectively boost change-oriented organizational citizenship behavior (CO-OCB) and work outcomes. The study aims to examine the relationship between dual commitment and job performance via CO-OCB, and tests the moderated mediating effect of job complexity. Data was acquired by a questionnaire survey from a total of 304 employees and 22 supervisors employed in beauty enterprises in Taiwan during two different time periods. The results showed that dual commitment affects job performance through CO-OCB. Meanwhile, job complexity moderates the mediating effect of CO-OCB on the relationship between employees’ organizational commitment to local operation and job performance. The contribution to the theory and practice of this research is that dual commitment and CO-OCB can indeed bring great improvement to work efficiency and outcomes for employees in order to maintain customer satisfaction when the parent company has promotional programs to execute. Dual commitment being divided to discuss in this study effectively breaks away from current studies on only single organization and the results provide better advice for the beauty industry to focus on dual commitment, CO-OCB, and job complexity for improving work efficiency and performance. Given the intense competition, it is imperative to incorporate cross-cultural management and longitudinal investigations in future endeavors to conduct more thorough examinations.