Download or read book VALUE CREATION IN HIGHER EDUCATION: ROLE OF ORGANISATIONAL CITIZENSHIP BEHAVIOUR AND SERVICE DOMINANT LOGIC written by Dr. Rupa Mahajan and published by Ashok Yakkaldevi. This book was released on 2022-01-15 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: This chapter discusses about the development of the research problem based upon relevant literature on organisational citizenship behaviour (OCB) and service-dominant logic (SDL). The integrated efforts to synthesise varied literature on dimensions, antecedents (organisational justice, organisational commitment, employee participation, customer participation, motivation, personality traits) and consequences (organisational performance and value creation) of OCB and SDL lead to the identification of research gap and development of conceptual framework of the study. This chapter is divided into two sections. The first section discusses review of literature from synthesised and tabular perspective. The second section discusses in detail, the research framework of the study based on the research gap identified in the study.