Abstract

The concept of Customer Citizenship Behavior is evolved from Organizational Citizenship Behavior, and therelationship between them has been researched by few scholars. To examine the effect of OrganizationalCitizenship Behavior on Customer Citizenship Behavior, this research adopted questionnaire investigationmethod to survey 208 consumers. As predicted, the results showed that, organizational citizenship behaviorinfluenced customer citizenship behavior positively; trust acted as a mediator between the relationships oforganizational citizenship behavior and customer citizenship behavior. At last?the theoretical and practicalsignificance, limitations of the study, as well as the direction of future research will be discussed.

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