The Impact of Employees’ Perceived Customer Citizenship Behaviors on Organizational Citizenship Behaviors: The Mediating Roles of Employee Customer-orientation Attitude

Abstract

ABSTRACT Drawing on social exchange theory and affective events theory, this study argues employees’ perceived customer citizenship behavior (CCB) as positive affective events at work influences employees’ organizational citizenship behavior toward customers (OCB-C). Further, the current study examines the process of CCB leading to OCB-C with employees’ customer-orientation attitude as a mediator and service climate as a moderator. The results of a survey reveal that when employees perceive customers perform CCB, employees are more likely to have customer-orientation attitude, which leads to the display of OCB-C. This study serves as one of the first to shed light on the positive impact of customer behaviors on employees and advances both streams of research on CCB and OCB-C by proposing CCB as a potential yet untapped source of OCB-C.