Investigating the Impact of Innovation on Customer Participation and Citizenship Behaviors

Subject Areas : Food Security

fariba bakhshi ¹ , Alireza Shahraki ²

1 - M.A., Department of Industrial Engineering, University of Sistan and Baluchistan, Zahedan, Iran
2 - Associate Professor, Department of Industrial Engineering, University of Sistan and Baluchistan, Iran (in charge of correspondence)

Received: 2023-05-12 Accepted : 2023-08-31 Published : 2023-08-23

Keywords: Customer Participation Behaviors, Customer Citizenship Behaviors, Innovation and Customer Interaction and Bank of Industry and Mine,

Abstract :

The purpose of this study is to investigate the effect of innovation on customer participation and citizenship behaviors with the mediating role of customer interaction in the Bank of Industry and Mine. This research is A survey research in terms of practical purpose and method. The statistical population of the study included the customers of Bank of Industry and Mine across the country and the number of sample members was 384 who were selected by simple random sampling method. A questionnaire was used to collect data. Data analysis was performed using structural equation modeling method and SPSS and AMOS software were used to implement the model. According to the findings of this study, customer innovation and interaction have a positive relationship with customer participation and citizenship behaviors. In addition, customer interaction mediates the relationship between innovation and customer participation and citizenship behaviors. This study expands on the current knowledge about establishing customer relationships and collaboration with organizations, especially in the field of banking, and examines the relationship between innovation, customer interaction, and customer participation and citizenship behaviors. The results of the study show the serious direction of bank managers in terms of innovative methods and customer relationship management.