Document Type : Research Paper
Authors
1 Assistant Professor, , Persian Gulf University
2 Assistant Professor, Persian Gulf University
3 Business Management, Persian Gulf University
Abstract
In recent years, much attention has been paid on customer citizenship behavior in the field of marketing. It is possible for customers to engage in a complex citizenship behaviors like those of employees to lead the organization in a particular direction. Customer citizenship behavior is influenced by many different factors. Considering the role and importance of customers for organizations’ survival, it is necessary for managers to understand the importance and position of those factors among customers. Based on reviewing previous studies, a conceptual model made, then, a set of questionnaire prepared and distributed among City Bank customers. The data collected from 503respondents analyzed by utilizing structural equation modeling. Results of this study confirmed the conceptual model presented and showed that the physical environment of the organization had a positive and significant Influence on customer citizenship behavior. In addition, the corporate reputation had positive and significant Influence on satisfaction, loyalty and commitment of customers. Also satisfaction, loyalty and commitment of customers had a positive and significant Influence on customer citizenship behaviors. Customer justice perception had no positive and significant effect on commitment and trust also; customer trust had no positive and significant effect on customer citizenship behavior
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