رفتار شهروندی سازمانی، گامی دیگر در جهت بهبود عملکرد سازمان در قبال مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت دانشگاه علامه طباطبائی

2 استادیار گروه مدیریت دولتی دانشگاه تهران

چکیده

همزمان با اوج‌گیری نهضت مشتری‌مداری و ظهور زوایای جدید در مطالعات مدیریتی، مفهوم رفتار شهروندی سازمانی نیز در مطالعات مربوط به سازمان مد نظر قرار گرفته است؛ مبنی بر اینکه که نگرش‌ها و رفتارهای (رفتارهای شهروندی سازمانی) کارکنان می‌تواند تأثیری مثبت و یا منفی بر ادراک مشتری از کیفیت خدمات داشته باشد. در مطالعات اخیر ارتباط میان کیفیت خدمات و وفاداری مشتری مورد تأکید قرار گرفته است. بخاطر تأثیر مثبت و مستقیم وفاداری مشتری بر سود آوری سازمان، توجه به این گونه از رفتارها می‌تواند یکی از راه‌های افزایش اثربخشی سازمان‌ها باشد که تا کنون بدان توجه چندانی نشده است. به منظور بررسی رابطة بین رفتار شهروندی سازمانی به عنوان متغیر مستقل و ادراک مشتری از کیفیت خدمات، رضایت مشتری، نیات رفتاری و وفاداری مشتری به عنوان متغیرهای وابسته، از آزمون همبستگی اسپیرمن و مدل معادلات ساختاری استفاده شده است. یافته‌های تحقیق نشان می‌دهد که رفتارهای شهروندی سازمانی  در ادراک مشتری از کیفیت خدمات، رضایت، نیات رفتاری و وفاداری اهمیت خاصی دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Organizational Citizenship Behaviors: A Progress to Improve Performance and Customer Orientation

نویسندگان [English]

  • Ahmad Hasani Kakhaki 1
  • Aryan Gholipour, 2
1 Ph.D. Student
2 Ph.D.
چکیده [English]

Align with customer orientation movement and new managerial prospective, organizational citizenship behaviors have attracted attention in managerial studies. These behaviors have positive or negative impacts on customer perception of services quality. Correlation between services quality and customer's loyalty has been explained in recent researches. Customers' loyalty has positive effect on organizational performance and profitability, and increasing customer's loyalty by enhancing organizational citizenship behaviors is the key element in today customer oriented companies. In order to explain the relationship of these variables we took advantages of Spirman correlation quotient and structural equations model. Research findings exhibit organizational citizenship behaviors are vital variables in customer's loyalty, satisfaction and perception of services quality.

کلیدواژه‌ها [English]

  • ORGANIZATIONAL CITIZENSHIP BEHAVIORS / EXTRA ROLE BEHAVIOR / CUSTOMER PERCEPTION OF SERVICES QUALITY / CUSTOMER LOYALTY / CUSTOMER BEHAVIORAL INTENTIONS
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