Do Employee Citizenship Behaviors Lead to Customer Citizenship Behaviors? The Roles of Dual Identification and Service Climate

Abstract

This study pertains to whether and how employees' organizational citizenship behaviors toward customers (OCB-C) influence customers' citizenship behaviors (CCB) directed toward the firm, employees, and other customers. Drawing on a social exchange perspective, this study proposes that a dual identification mechanism-spanning customer-employee identification (C-EI) and customer-firm identification (C-FI)-mediates the social exchange relationship between OCB-C and CCB. Service climate as a key contextual factor moderates the mediating mechanisms of identification. With data collected from a field survey and an experiment, the findings confirm that the dual identification mechanism mediates the effect of OCB-C on customers' reciprocation with CCB. The results also reveal a moderating effect of service climate, such that the positive effect of OCB-C on C-EI and C-FI grows stronger when the service climate is at low and high levels, respectively. In addition, the empirical results demonstrate that the underlying motive attribution explains the moderating effect of service climate. This work paints a more nuanced picture of the missing link in the OCB-C-CCB interface, by identifying a mediating mechanism and boundary condition. To promote CCB, managers should leverage their employees' OCB-C, as well as their firms' service climate.

Self-efficacy and job satisfaction as antecedents of citizenship behaviour in private schools

“…In the current study, TSE and job satisfaction will be tested to identify if they influence citizenship behaviour. The contribution of this study is not to find a relationship between TSE and job satisfaction with the OCB, or to identify the relationship between OCB with CCB, given that all such hypothesis have been tested before (Yang and Hwang, 2014;Abdullah et al, 2016;Chan et al, 2017;Srivastava, 2017). The intention of the present study is to confirm if variables like TSE and job satisfaction could encourage or precede citizenship behaviour represented in OCB and PCB, a set of relationships not yet been fully explored.…”

“…OCB refers to actions that exceed what the employee is prescribed to do and become a set of desirable work behaviours (Torrente et al, 2012), since they contribute through a positive environment to develop in-role performance (Organ, 1988;Podsakoff et al, 2009;Chan et al, 2017). Some characteristics of OCB are that they support organisational environment (Mullins, 2010); are common to many jobs (Kim et al, 2013); are not prescribed (Organ, 1988;Van Dyne et al, 1994); and finally, the main drives to carry out such activities are the attitude and willingness of employees (Goodman and Svyantek, 1999).…”

“…Citizenship behaviour is a variable that has received much attention in recent research (Abdullah et al, 2016;Encinas Orozco and Cavazos Arroyo, 2016;Chan et al, 2017;Srivastava, 2017). Two kinds of citizenship behaviours are organisational citizenship behaviour (OCB) and customer citizenship behaviour (CCB).…”

“…Two kinds of citizenship behaviours are organisational citizenship behaviour (OCB) and customer citizenship behaviour (CCB). Both of them imply that employees and customers go the extra mile, which some authors mention as a support for the success of organisations (Podsakoff et al, 2009;Torrente et al, 2012;Kim et al, 2013;Chan et al, 2017). OCB has been assumed as the set of discretionary activities that employees perform but benefit the whole organisation (Organ, 1988;Podsakoff et al, 2009).…”

Investigating the effects of customer-based brand equity on turnover intentions with mediating effect of customer citizenship behavior

“…Marketing literature comprehends the worth of customers participation and argued customers as an inseparable part of services (Lusch & Vargo, 2006;Vargo & Lusch, 2005). Specifically, volunteer participation or customer citizenship behavior (CCB) are crucial for the smooth functioning and long-term sustainability of a services brand (Chan et al, 2017). CCB is a prosocial behavior of customers for information sharing and well-being of brands and other customers (Wu et al, 2017).…”