Compulsory citizenship behavior, role overload, creativity and service-oriented voluntary behavior: does generational difference have an impact?

Purpose This study investigates how compulsory citizenship behaviors (CCB) affect employees’ energy and motivation to engage in other voluntary behaviors, such as service-oriented citizenship behavior and creativity. Specifically, we explore how employees’ perceptions of job overload mediate this relationship, based on their generational differences. Design/methodology/approach This study employed a time-lagged survey design to collect data from 265 frontline employees and their supervisors in Pakistani-based organizations. The data was collected in three rounds, with a three-week gap between each round. Findings The findings suggest that role overload, resulting from compulsory citizenship pressure, undermines millennial employees' service-oriented organizational citizenship behavior (OCB) and creativity. However, these negative effects are less salient among non-millennials. Practical implications The findings of this study provide valuable insights for managers, emphasizing the importance of exercising caution when imposing excessive citizenship pressures on employees against their will. In addition, organizations and human resource (HR) managers should consider devising policies for formal recognition of voluntary behaviors that contribute to organizational effectiveness. Originality/value This study contributes to existing CCB research by unraveling the previously unexplored mediating role of role overload and the contingency role of generational difference in explaining how and when coerced citizenship demands hinder employees’ propensity to engage in service-oriented OCB and creativity.