Volume 9, Issue 50 (1-2012)                   cs 2012, 9(50): 451-464 | Back to browse issues page

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Hamidi N, Bazargan A, Jabari F. Survey of Employees' Organizational Citizenship Behavior Effect on Cus-tomers' Loyalty Rate. cs. 2012; 9 (50) :451-464
URL: http://cs.shahed.ac.ir/article-1-910-en.html
Abstract:   (13195 Views)

The customer's satisfaction is the desirability level that he obtains for differ-ent properties of goods which is profitability source and the cause for con-tinue of organization's activities. Behavior and attitude of organization's staff as an important component in customer interaction, can have positive or negative influence on customer's decisions in receiving further services (loy-alty). In fact, organization's staff can influence the customer's understandings of the quality of services by different aspects of behavior such as altruism, civil behavior and chivalry. In this research, after surveying organizational-citizenship behavior and recognizing its aspects in a financial institution in Qazvin Province, the effects of this behavior on customer's understandings of service quality (customer's satisfaction), receiving further services and customer's loyalty are distinguished by Friedman Test and T Statistical Test. Then, the Structural Equations Model (SEM) explaining the effects of organizational-citizenship behavior on customer's loyalty in financial and credit institution was extracted. The results of analysis by EQS6.1 Software imply that the customer's satisfaction increases the customer's loyalty and increase in staff's citizenship behavior has positive and strong effects on customer's satisfaction and their decisions based on receiving further services (customer's loyalty) from organization.

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Type of Study: Research | Subject: Special

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