Alireza Omidi; somayeh safari
Volume 5, Issue 1 , August 2016, , Pages 99-109
Abstract
The purpose of this research is to survey the impact of organizational citizenship behavior on customer satisfaction and customer loyality of Private Shahrekord’s sport clubs. The research is descriptive and conducted through survey research. The population included Customers and staff of Shahrekord’s ...
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The purpose of this research is to survey the impact of organizational citizenship behavior on customer satisfaction and customer loyality of Private Shahrekord’s sport clubs. The research is descriptive and conducted through survey research. The population included Customers and staff of Shahrekord’s Clubs That on cluster sampling, four regions were selected. Then from each region 15 private club (totally 60 private club) were randomly selected. Finally, 300 persons of customers and 135 persons of employees were selected as recerch samples. Measuring instruments included questionnaires OCB Paul and Manguk (2002) with the reliability (0/87) and customer satisfaction questionnaire Clubs with The reliability (0/77) and Customer Loyalty Questionnaire Liu (2008) had reliability (0/81). In order to determine causal relationships and modeling, structural equation modeling (SEM) was used. Based on the results of structural equation modeling, Citizenship behavior variable rate (0/34) a direct effect and the amount (0/57) has an indirect effect on customer loyalty. Citizenship behavior scale (0/74) is a significant and has a positive impact on customer satisfaction. These numbers indicate a significant and positive dimensions of impact on the 5 citizenship behavior on customer loyalty and customer satisfaction. The results of Conceptual model of citizenship behaviors and customer satisfaction and customer loyalty path analysis confirmed. To achieve maximum customer loyalty, sport clubs need for further strengthening of civic virtue, conscientiousness and citizenship behavior in order to pave the way for customer satisfaction and their frequent presence in Sport clubs.
