Investigating the Effects of Firm Affective Commitment to Loyal Customers on the Customers’ Citizenship Behavior Considering the Mediating Role of Customers’ Affective Commitment to the Firm (Case Study of Mellat Bank Branches in Neishabour City)

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Safehian Jalil; Fakoor Saghiye Amir Mohammad; KHORAKIAN ALIREZA

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2018 | Volume:10 | Issue:2 Page(s): 371-398

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Title

Investigating the Effects of Firm Affective Commitment to Loyal Customers on the Customers’ Citizenship Behavior Considering the Mediating Role of Customers’ Affective Commitment to the Firm (Case Study of Mellat Bank Branches in Neishabour City)

Author(s)

Safehian Jalil | Fakoor Saghiye Amir Mohammad | KHORAKIAN ALIREZA | Issue Writer Certificate

Keywords

Affective commitmentQ1

Citizenship BehaviorQ1

Loyal customersQ2

Mellat BankQ2

Abstract

Nowadays, the complex and dynamic field of the banking industry has faced challenges such as expanding competition, raising awareness and expectations of the customers. The low costs of changing the main bank for the customers and joining rival banks can be a result of the lack of loyalty programs in banks in order to bring about values for their customers. In fact, banks can increase their switching cost by creating loyalty in the customers. The purpose of this study is to investigate the effect of organization’ s effective commitment to Loyal customers on their Citizenship Behavior regarding the mediating role of effective commitment of Loyal customers among Mellat Bank Branches in Neishabour. This study is applied in terms of the purpose and is a descriptive and surveying study in terms of collecting data. Data collection was done using a questionnaire. The statistical population of the research is those customers of Mellat Bank branches in Neyshabur who have been cooperating with the bank for at least 3 years. The sample size consists of 240 customers chosen based on simple randomized sampling. Data analysis was done based on structural equation modeling and using Amos software. The results of the research indicated that the organization’ s effective commitment to Loyal customers has a significant effect on their Citizenship Behavior considering the mediating role of customer’ s effective commitment.

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APA: Copy

Safehian, Jalil, Fakoor Saghiye, Amir Mohammad, & KHORAKIAN, ALIREZA. (2018). Investigating the Effects of Firm Affective Commitment to Loyal Customers on the Customers’ Citizenship Behavior Considering the Mediating Role of Customers’ Affective Commitment to the Firm (Case Study of Mellat Bank Branches in Neishabour City). JOURNAL OF BUSINESS MANAGEMENT, 10(2 ), 371-398. SID. https://sid.ir/paper/140322/en

Vancouver: Copy

Safehian Jalil, Fakoor Saghiye Amir Mohammad, KHORAKIAN ALIREZA. Investigating the Effects of Firm Affective Commitment to Loyal Customers on the Customers’ Citizenship Behavior Considering the Mediating Role of Customers’ Affective Commitment to the Firm (Case Study of Mellat Bank Branches in Neishabour City). JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2018;10(2 ):371-398. Available from: https://sid.ir/paper/140322/en

IEEE: Copy

Jalil Safehian, Amir Mohammad Fakoor Saghiye, and ALIREZA KHORAKIAN, “Investigating the Effects of Firm Affective Commitment to Loyal Customers on the Customers’ Citizenship Behavior Considering the Mediating Role of Customers’ Affective Commitment to the Firm (Case Study of Mellat Bank Branches in Neishabour City),” JOURNAL OF BUSINESS MANAGEMENT, vol. 10, no. 2 , pp. 371–398, 2018, [Online]. Available: https://sid.ir/paper/140322/en

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