From employees´ OCB to customers´ OCB: Testing a mediation model

Organizational citizenship behavior to customers (OCB-C) and customer citizenship behavior (CCB) are two new branches in organizational citizenship behavior field. Here, we introduced social identity theory and derived customer identification theory to explore how OCB-C influence CCB through customer identification. A mediation model was put forward, and propositions were established, showing that OCB-C has positive effect on CCB through mediating effects of customer identification. Implications were discussed and the future research agenda was advanced.