The Relationship of Schwartz’s Basic Individual Values with Internal Marketing, Brand Citizenship Behaviour, and Organizational Citizenship Behaviour: A Case Study of Call-centre Staff of Credit Card Issuers in Thailand

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Chalat Boonparn
Warawude Rurkwararuk
Nattachet Pooncharoen
Nanthawan Leamprecha


This study aims to find how basic individual values affect employee satisfaction with internal marketing, brand citizenship behaviour, and organizational citizenship behaviour. This study used a questionnaire to collect the data from 466 call centre staff members. The questionnaire was distributed to credit card issuers in Thailand that do not outsource call-centre services. Only 10 credit-card issuers in Thailand were qualified to participate in the data collection process. This research applied a quota sampling technique to organize the number of samples into appropriate proportions in each firm. Afterwards, simple random sampling was used to draw the respondents from each credit-card issuer’s name list for the questionnaire survey. The data was analysed using Pearson’s correlation and descriptive statistics to test the relationship of the concepts used in this study. The results support all three hypotheses that basic individual values have a positive effect on employee satisfaction on internal marketing. Basic individual values have a positive effect on brand citizenship behaviour, and basic individual values have a positive effect on organizational citizenship behaviour. This study found that the power value and the achievement value do not have a significant relationship with organizational citizenship behaviour. The stimulation value does not relate to brand citizenship behaviour.  


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