The Impact Process of Service Climate on Customer Citizenship Behaviors: Understanding the Role of Customer-company Identification

Abstract

This article addresses how customers can develop very strong links rather than satisfaction and loyalty with companies in the context of service industry. In this sense, the authors focus on customer-company identification which is described as a strong feeling of belongingness to certain company owned by customer based on social identity theory and organizational theory. We try to exploit what companies can do to strengthen customer-company identification and what role customer-company identification plays in driving some customer’s behaviors that benefit to companies. We propose that service climate of the service companies have positive effects on customer–company identification, which can be enhanced high team potency. We also believe that performing Customer citizenship behaviors is significant way for customers to express their identification with certain companies. Hence, customer–company identification plays a role of mediator between service climate and customer citizenship behaviors.