Staff Role in Encouraging Customer Citizenship Behaviors (Subject of the Study: Tejarat Bank, Top Branches in Tehran)

Subject Areas : Jounal of Marketing Management

K.  Hamdi ¹ (دانشیار، عضو هیئت علمی دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران)
N.  Karami ² (دانشجوی کارشناسی ارشد مدیریت اجرایی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران)

Received: 2014-06-29 Accepted : 2014-06-29 Published : 2014-06-22

Keywords: Credibility, Benevolence, commitment, Personal loyalty, interactional justice, distributive justice,

Abstract :

The current research aims to assess the impact of personal role of service employees on encouraging the customer citizenship behaviors in the best branches of Tejarat Bank. The sample size of this research comprises 499 participants that are chosen by cluster sampling method. The data are gathered using quantitative research method and questionnaire and analyzed with the help of structural equitation modeling. Based on previous studies, in order to evaluate the customer citizenship behaviors, 6 variables were derived namely: credibility of service worker” “benevolence of service worker ,“commitment to the service worker”,” Personal loyalty to the service worker”,”interactional justice”,”distributive justice” The results indicate that the employees have critical role in stimulating the citizenship behaviors of customers.