رفتار شهروندي سازماني: گامي ديگر در جهت بهبود عملكرد سازمان در قبال مشتري

Organizational Citizenship Behaviors: A Progress to Improve Performance and Customer Orientation

Align with customer orientation movement and new managerial prospective, organizational citizenship behaviors have attracted attention in managerial studies. These behaviors have positive or negative impacts on customer perception of services quality. Correlation between services quality and customerʹs loyalty has been explained in recent researches. Customersʹ loyalty has positive effect on organizational performance and profitability, and increasing customerʹs loyalty by enhancing organizational citizenship behaviors is the key element in today customer oriented companies. In order to explain the relationship of these variables we took advantages of Spirman correlation quotient and structural equations model. Research findings exhibit organizational citizenship behaviors are vital variables in customerʹs loyalty, satisfaction and perception of services quality.