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

Title
Do Employee Citizenship Behaviors Lead to Customer Citizenship Behaviors? The Roles of Dual Identification and Service Climate
Author
공태식
Keywords
organizational citizenship behaviors; customer citizenship behaviors; customer identification; service climate; ORGANIZATIONAL CITIZENSHIP; COMPANY IDENTIFICATION; SOCIAL IDENTITY; FRONTLINE EMPLOYEES; HELPING-BEHAVIOR; JOB-SATISFACTION; FUTURE-RESEARCH; PERFORMANCE; EXCHANGE; MODEL
Issue Date
2017-08
Publisher
SAGE PUBLICATIONS INC
Citation
JOURNAL OF SERVICE RESEARCH, v. 20, No. 3, Page. 259-274
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 mechanismspanning customer-employee identification (C-EI) and customer-firm identification (C-FI)mediates the social exchange relationship between OCB toward customers (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.
URI
http://journals.sagepub.com/doi/abs/10.1177/1094670517706159http://repository.hanyang.ac.kr/handle/20.500.11754/72281
ISSN
1094-6705; 1552-7379
DOI
10.1177/1094670517706159
Appears in Collections:
COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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