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

Wa Kimmy Chan*, Taeshik Gong, Ruixue Zhang, Mingjian Zhou

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    70 Citations (Scopus)
    43 Downloads (Pure)

    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 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.

    Original languageEnglish
    Pages (from-to)259-274
    Number of pages16
    JournalJournal of Service Research
    Volume20
    Issue number3
    DOIs
    Publication statusPublished - 1 Aug 2017

    Scopus Subject Areas

    • Information Systems
    • Sociology and Political Science
    • Organizational Behavior and Human Resource Management

    User-Defined Keywords

    • customer citizenship behaviors
    • customer identification
    • organizational citizenship behaviors
    • service climate

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