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Exploring Customer Citizenship Behavior Through Customer–Organization Identification

Author

Listed:
  • Lishan Xie

    (School of Business, Sun Yat-sen University, Guangzhou 510275, P. R. China)

  • Wenxuan Zhang

    (School of Business, Sun Yat-sen University, Guangzhou 510275, P. R. China)

  • Xinhua Guan

    (School of Culture Tourism and Geography, Guangdong University of Finance and Economics, Guangzhou 510320, P. R. China)

  • Tzung-Cheng Huan

    (Department of Marketing and Tourism Management, National Chiayi University, Chiayi City 600023, Taiwan)

Abstract

This paper aims to investigate the influence of customer–organization identification from a customer–employee relationship perspective. Specifically, this paper examines the mediating effects of the customer–employee identification and customer–employee trust between the relationship between customer–organization identification and customer citizenship behavior. Based on social identity theory, this paper builds a research framework that is empirically tested using a sample of 465 patients or their families from one of the largest high-level hospitals in China. Structural equation modeling and a bootstrapping method were adopted to test the model and the mediation effects. Results of data analysis reveal that customer–organization identification has a direct positive influence on customer citizenship behavior, and customer–employee identification and customer–employee trust have positive mediation effects between customer–organization identification and customer citizenship behavior.

Suggested Citation

  • Lishan Xie & Wenxuan Zhang & Xinhua Guan & Tzung-Cheng Huan, 2024. "Exploring Customer Citizenship Behavior Through Customer–Organization Identification," Service Science, INFORMS, vol. 16(1), pages 55-68, March.
    • Handle: RePEc:inm:orserv:v:16:y:2024:i:1:p:55-68
    DOI: 10.1287/serv.2021.0051
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