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.
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