The influence of cooperative boards' ethics on employees’ Word-of-Mouth communication about cooperative services in Thailand

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Siddik Laliwan
Wisanupong Potipiroon


The objectives of this study are 1. to study the influence of Cooperative Board Ethics (CBE) on employees’ Word of Mouth (WoM) communication about the use of cooperatives services in Thailand, and 2. to study the mediating role of Cooperative Organizational Accountability (COA) that constitutes a medium between CBE and employees’ WOM behavior. The research’s data were collected from a sample of 529 employees in 133 cooperatives in Thailand. Based on a multi-stage sampling design, the data were analyzed using descriptive statistics and structural equation modeling (SEM) in Mplus. The results showed that the means of all the studied variables (CBE, COA, and WoM) were at a high level. In addition, the results of the SEM analysis showed that CBE influenced employees’ WoM (0.278; 95% CI: 0.175, 0.380) directly and indirectly through CBE (0.271; 95% CI: 0.198, 0.344). The results from this study suggest that cooperatives’ committee members should place a strong emphasis on demonstrating ethics and fostering positive attitudes among employees because this leads to their positive word-of-mouth behavior, which could in turn help establish a competitive advantage for their cooperatives in the future.


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