The Antecedent Role of Customer-Brand Identification, Corporate Social Responsibility and Social Capital in The Relationship Between Customer Citizenship Behavior and Customer Turnover Intention

Abstract

Customer intention not to turn over the company and emergence of citizenship behaviors by them are among the behaviors that can have a great impact on the success of the organization. Therefore, studying the factors influencing the formation of these behaviors is very important. The purpose of this study was investigating the effect of customer-brand identification and corporate social responsibility on customer citizenship behaviors and customer turnover intention where in mediating role of social capital was also examined. This research was applied in terms of purpose and descriptive in terms of implementation method. The statistical population of the present study is Sepah Bank customers in Tehran and the sample size was selected 384 people based on Cochran's formula for an unlimited population, which was selected by cluster random sampling method, so Tehran city was divided into four regions (north, south, east and west) and then branches were randomly selected from these regions. The required data were collected by a questionnaire and analyzed based on structural equation modeling method using SPSS and Smart PLS software. The results show that the positive effect of customer-brand identification on customer citizenship behaviors was not confirmed, but corporate social responsibility has a positive effect on customer citizenship behavior and customer citizenship behavior also has a positive effect on customers turnover non intention. At the same time, the mediating role of social capital in the relationship between customer-brand identification and the corporate social responsibility on customer citizenship behaviors was confirmed.