Title: Organisational-directed vs. individual-directed citizenship behaviours: unravelling the differential effects of public service motivation dimensions in a transitional context

Authors: Thi Quynh Trang Nguyen; Tri D. Le; Tho Alang

Addresses: University of Economics and Law, 669 National Road 1A, Linh Xuân Ward, Thu Duc City, Ho Chi Minh City, 71309, Vietnam; Vietnam National University, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 71309, Vietnam; International University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 71309, Vietnam ' Head of Office of Graduate Affairs, International University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 71309, Vietnam; Vietnam National University, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 71309, Vietnam ' Chair of Marketing Department, School of Business, International University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 71309, Vietnam; Vietnam National University, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 71309, Vietnam

Abstract: This study examines the influence of public service motivation (PSM) dimensions on organisational citizenship behaviours (OCB) in Vietnamese public organisations transitioning from a communist regime. Utilising partial least squares structural equation modelling (PLS-SEM) analysis of data from 636 public employees, the findings indicate that attraction to public service and commitment to public values predict organisational-directed OCB (OCBO). In contrast, compassion predicts individual-directed OCB (OCBI). Notably, self-sacrifice correlates with both types of OCB, highlighting its foundational role in PSM. Furthermore, the study underscores that promoting public service values is more effective in fostering OCBO than relying solely on inherent public service attraction or individuals' tendency toward self-sacrifice. These results, complemented by analyses across demographic groups, provide valuable insights for human resources and public administration scholars, offering practical strategies to cultivate diverse forms of OCB within Vietnam's public sector.

Keywords: PSM; public service motivation; public service attraction; public values commitment; compassion; self-sacrifice; OCB; organisational citizenship behaviours; transitional country; Vietnam.

DOI: 10.1504/JGBA.2025.150990

Journal for Global Business Advancement, 2025 Vol.17 No.3, pp.306 - 329

Received: 22 Jan 2024
Accepted: 15 Nov 2024
Published online: 07 Jan 2026 *

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