The Influence of Quality Culture upon Employee Innovative Work Behavior

: The purpose of this study is to examine the influence of quality culture on innovative work behavior among employee. Even though the innovative work behavior of the employees is the main source of organizational innovation, it does not improve automatically. Leadership should offer employees appropriate climate to improve their innovative behavior, backed by quality culture. The Methodology of the study explores the theoretical conceptions which based on the Theory of Social Cognitive and deals with previous studies in order to investigate the conceptual associations between variables of the study. The researcher concluded that there is influence between the quality culture and innovative work behavior. In a similar way, quality culture may have a positive effect on innovative work behavior. Furthermore, quality culture, as one of the cultural factors, is very essential for an organization or any sector as quality culture offers a conceptual framework that helps to examine ideas and innovations in various fields that are fundamental to discover the strengths and weaknesses in an organization. The current study presents theoretical contributions that encourage employees to enhance their innovative work behavior. Study results can be applied as a policy for the organization to develop innovative work behavior. This study suggests examining these variables empirically.


‫ذأثير‬ ‫للعامليه‬ ‫االتذاعي‬ ‫العمل‬ ‫سلوك‬ ‫على‬ ‫الجودج‬ ‫ثقافح‬
instability and rapid development, organizations should improve their plans to meet the current challenges.In this situation, the promotion of innovative work behavior leads to the organization's survival and success (Anderson, et al., 2014, 3).Organizations continuously encourage the active participation of employees in the process of innovation, in order to get use to the individual's new ideas in the field of work (Cangialosi, et al., 2020, 263).
Employees' contributions to the promotion of innovations known as Innovative Work Behavior (IWB), which is a behavior directed at the international generation, promotion and implementation of new and useful ideas, processes, products or procedures within a role, group or organization (Janssen, 2000, 288).
This kind of organizational behavior can be described as fundamental to the innovation process.Actually, this results from individual thoughts which can only be developed and upgraded at a later time on other organizational levels (Battistelli, et al., 2013, 29).Consequently, innovative work behavior can be regarded as one of the significant factors in addressing emerging issues and enhancing the competitive advantage (Bos-Nehles & Janssen, 2017, 1229).IWB is a complicated behavioral approach that includes three distinguished stages aiming at developing organizational achievement by the generation, promotion and implementation of novel thoughts (Janssen, 2000, 288).
In this context, personal development in institutions is concentrated on encouraging the quality culture which supports individual innovation and behavior to continuously improve their career.Despite this 364 comprehension of quality culture, which is a part of the organization culture, has great significance, since quality culture provides a conceptual framework that assists in analyzing thoughts and developments in various scopes that is significant to quality culture as well as determine weaknesses and strengths of the institution.There is a lack of research studies and theoretical comprehension of quality culture (Abdullatif, 2017, 15).Previous scholars emphasize the significance of quality culture which improves the quality level of the organization (e.g., Wu, et al, 2011, 271).Development and growth of quality culture, as well as its implementation in organizations, being a part of the organization culture in general, was not developed so far in theory and research (Ehlers, 2009, 350).Previous studies found out that the factors of organization, as quality culture, are significant variables of innovative work behavior (Xerri, et al 2009, 13).However, there is a shortage in previous studies that have examined the effect of quality culture and innovative work behavior.Consequently, this research discusses the relation between these factors.

Literature Review:
2.1 Innovative Work Behavior: The organizations must constantly adopt innovation in their activities and products.In this regard, one of the most important elements is to enhance the abilities of employees for the innovation development (Gupta, et al., 2013, 12).More specifically, it has been cited that innovative work behavior is an internal process which leads to a change in procedures and products that are new in the organization (Bos-Nehles, et al., 2017, 279).Innovative work behavior is a process that motivates and grants cognition to the staff which can be appeared through their activities (Masood & Afsar, 2017, 2).Furthermore, innovative work behavior can be defined as the generation, development, and employment of novel ideas/behavior which can be appeared through new services or products, management system, and novel work plan for organization employees (Damanpour, 1991, 556).Thus, innovative work behavior consists of generating the ideas and behaviors required for the ideas implementation and improvement that will bring about an overall enhancement in individual and business performance (De Jong & Hartog, 2008, 5).Regarding innovative work behavior, it is the individual behavior that voluntarily generates novel and precious ideas, products, procedures and processes (Abdullatif, 2017, 21).Moreover, 365 innovative work behavior can be described as containing the determination of alternatives and the production of novel ideas, and it may also consist of behaviors that are focused on the application of change, new knowledge or enhancing methods catering to individual or business performance (Abdullatif, 2017, 26).The conception of IWB is comparatively novel, and creativity literature opinions are mostly utilized to evolve presumptions concerning the relationships with IWB (De Spiegelaere, 2014, 23).2.2 Quality culture: Quality dedicated studies based on the viewpoint of culture entail more than the use of implementation and methods, where quality is referred to as the result of cultural components (the values, and practices in the organization) from which both leadership and the working trend of employees are of significance.
Quality culture development is an important subject to explore in order to achieve shareholder satisfaction and trade competitiveness in a dynamic and uncertain business realm (Campos, et al, 2014, 7).Quality has changed its direction to individual behavior, principles and ideas to get positive results.(Campos, et al. 2014, 13), (Wang, et al., 2012, 126) Scholars agree that quality is a beneficial source in work environment, since innovation, exigent customers; knowledge advancement and technology have positive influences (Hutchins & Gould, 2004, 12) (Gretzel, et al., 2006, 10).At the end of twentieth century, researches of quality concerned with technical tools rather than on cultural approach, which has proved its failure in organizations that lack cultural support (Barrett & Waddell, 2001, 2).With regard to this, the cultural viewpoint on quality arose from experiential outcomes that showed the failure of quality programs adopted without the reinforcement of an effective value system (Barrett & Waddell, 2001, 2), or the presence of contrasting impacts throughout different industries (Cameron & Sine, 1999, 7), or issues of a different nature (Zu, Robbins & Fredendall, 2010, 86).
Nevertheless, (Abdullatif, 2017, 84) submitted the most significant study in this regard, which it proved that the organizations' changes in arise from the efficiencies of employees and the organization culture.To understand the aspects of quality culture, its principles, abilities and beliefs related to both of employees and institution, they must be studied together not separately.The employees of an organization are the most important 366 element of success, and this causes a change in an organization that tries to enhance the quality of performance (Arifin, et al., 2014, 1).

Discussion: Quality Culture and Innovative Work Behavior
Quality culture can be defined as a pattern of values, customs, and behavior which concerns with quality.
In order to fulfill the quality aims, an organization should apply quality culture positively (Gryna, et al., 2007, 160).The study of Stensaker (2007) highlighted the fact that in the present changing landscape, it is no longer feasible just to think about quality through the maintenance of standards (p.16).For example, in the context of higher education institutions, the developmental approach to quality has been encouraged (Srikanthan & Dalrymple, 2003, 126).This indicates that organizations and individuals working within them are constantly changing and learning to keep abreast of new circumstances and demands.The organization's ability to effectively change with its surroundings is affects by the culture within it (Cangialosi, et al., 2020, 263).In this context, culture aims to direct and encourage the individuals to trust their work environment.Thus, when cultures are open, trusting, safe, sociable, humanistic, harmonious, equitable, collaborative, relationships-oriented, and it encourages to family relation, the employees will be friendly, helpful and just.This culture encourages individuals to support their fellow workers through motivating individual and team fulfillments and contributions (Marks, 2001, 454).In such environment, the employees will aware that their efforts are fully appreciated and acknowledged.
Employees' active participation in the organization and their perception of support motivates them to cooperate with each other and create an innovative work behavior (Kirkman & Rosen, 1999, 62).In relation to this, Yukl (1989)  367 beyond what is expected of them.This will ultimately result in their higher innovative work behavior (Erkutlu, 2012, 112).According to the social cognitive theory regard quality culture when the norms and values of employees correspond to the goals and mission of the organization, Bandura, (1986) they will exert additional efforts to resolve quality issues through appropriate solutions and eventually, this will enhance their innovative work behavior (p.1).
A quality culture provides the suitable climate for promoting innovation in institutions (Singh & Smith, 2004, 395) and works as a great motivation for enhancing the innovation performance (Powell, 1995, 16).Employee input leads to innovation through stimulating information flow as well as technical communication, quality teams and its targets encourage behavior to innovation in the organization (Naveh & Erez, 2004, 1578).Quality culture can supply a suitable climate that overcomes the possible obstacles which may face innovation (Martínez & Lorente, 2008, 231).The procedures involved in quality culture, such as, a shared view and teamwork, are concerned with the absorptive ability of the company which is a major factor to innovation (Cohen & Levinthal, 1990, 239).Constant development leads to change, promotes creative ideas, and decreases fear, which are primary factors to support innovative work behavior.

Conclusions:
The study showed that quality culture influenced employees' innovative work behavior significantly, thus it may conclude that institutions work on the mentioned factors to develop quality culture for successful achievements and increase innovative work behavior of employees.According to the social cognitive theory regard quality culture when the norms and values of employees correspond to the goals and mission of the organization, they will exert additional efforts to resolve quality issues through appropriate solutions and eventually, this will enhance their innovative work behavior.

( ‫المجلذ‬ ‫واالقرصاديح/‬ ‫اإلداريح‬ ‫للعلوم‬ ‫ذكريد‬ ‫مجلح‬ ‫واالقرصاد/‬ ‫اإلدارج‬ ‫كليح‬ ‫ذكريد/‬ ‫جامعح‬ 11 ( ‫العذد‬ ) 33 ‫ج‬ ) 2 / 2021
stated that social support is related with the maintenance and culture of the group (p.259), while Ford, and Seers (1996) linked it to supportive behaviors (p.27), and Reuvers (2008) to relationship leadership.Such cultural and social support certainly boosts the innovative work behavior of employees, (p.227).Hence, organizational culture (including quality culture) motivates employees and encourages them to achieve a common aim and purpose.In relation to this, acknowledged and supported organizational members are more inclined towards giving extra effort in producing new ideas and going