A Study On The Correltions Among Organizational Identification,Job Characteristics And Innovation Behavior Of Service Employees

Over the years, researchers studied and focused more on technology fields of employee innovation behavior. In contrast, the research about service innovation which plays increasingly important position in the global economy is lagging behind. Focus on service innovation began in the1980s, due to the characteristics of the service itself, service innovation is essentially different from manufacturing and technological innovation. In addition to relying on tools and technologies, service employee innovation behavior is of more needs on changes in the service process corresponding to its content, processes and feeling. And thus it appears too partial to conduct service employee innovation behavior research by the usual mode of thinking of technological innovation. Service innovation relies more on employee innovative behavior to gain competitiveness and profits, so it becomes more urgent and important to launch service innovation research from a personal level. Therefore, under the background of shifting from product economy towards a service-oriented economy, it is with great practical and theoretical significance specializing in innovative behavior of service workers.Scholar Xue Yupin have pointed out that individuals innovation behavior is an creativity and the creative executive behavior on products, services or work processes of individual in organizations. Individual behavior is caused by intrinsic qualities of individuals and their work environment. According to the interaction point of view, this paper mainly studies the job characteristics of China’s service industry, organizational identity and individual innovation behavior. The author presents the theme that job characteristics interaction with the organizational identification affect the service employee innovation behavior after sorting of previous studies. So as to find out the influencing factors and microscopic mechanism of innovation behavior of services sector, and also provide theoretical support for future research and practice.On the basis of literature analysis, effective data were collected among119 workers, including teachers, business services, consulting, tourism and other service employees from Chengdu, Guangdong, Beijing, Jiangsu, Hubei and other places in China using questionnaires. The construct model and hypotheses had been analyzed empirically by confirmatory factor analysis, variance analysis, correlation analysis and regression analysis, and some valuable research conclusions had been found:(1)The two-dimensional scale of employee innovative behavior were valid in the context of Chinese culture, including innovative ideas generated and ideas implemented.(2)Organizational identification of service employees had significant positive influence on their innovative behavior.(3)The job characteristics shed a positive effect on the individual innovative behavior. And the job demands impact on employee innovative behavior was not significant, but job resources had significant positive impact on employee innovative behavior.(4) Job demands negatively moderated the relationship between organizational identification and employee innovative behavior, and job demands could both negatively moderated the relationship between organizational identification and innovative ideas generated, ideas implemented. Job resources moderating effects was not significant.(5)Varied characteristics of demography had little effect on job characteristics, organizational identification and the individual innovative behavior. Nothing but academic factors would affect the job demands and individual innovation behavior.Theoretical and practical implications of these research findings were discussed, and some human resources management policies and suggestions were given in terms of personnel and organization. Then this study further put forward the direction of relevant research.