| Organizational citizenship behavior to customers (OCB-C) is the citizenship behavior of service employees directed to the customers, as well as a branch of organizational citizenship behavior (OCB) theory. OCB-C has become an increasingly concerned topic in recent years. Here, to gain an explicit understanding of OCB-C, we first make a comprehensive literature review on it, then do the conformity of it with extra role customer service behavior, and further explore the mediation of customer identification (customer-employee identification and customer-organization identification) between OCB-C and customer citizenship behavior (CCB), with the application of social identity theory. From the identity theory, the positive and beneficial behaviors of an organization and its employee to customers will lead customers attached to this organization and its employees, and thereby identify with them. Thus, customers will accordingly do some voluntary behaviors to them. Hypotheses are established, a framework is presented based on OCB-C, customer identification and CCB.Empirical research is then carried on to testify the model. We send out 32 sets of questionnaires to the beauty parlors, to investigate 32 supervisors, 320 beauticians and 640 their customers, and effectively withdraw questionnaires from 31 supervisors, 245 beauticians and 490 customers. SPSS 16.0 statistical software is used to do the data analysis. The first step is the reliability analysis and validity analysis; second, confirmatory factor analysis is done to distinct the four variables, and make sure that it is a four-factor model. Finally, regression analysis is applied to testify the hypotheses. Results indicate that customer identification acts as partial mediators between OCB-C and CCB; customer-employee identification enhances customer-organization identification. Contributions and limitations are proposed, and a future research agenda is advanced. |
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