Effect of organizational citizenship behaviors of frontline staff on customer loyalty: a configurational approach in Ivorian banks

Abstract

The objective of this research is to analyze the effect of organizational citizenship behaviors of frontline staff on customer loyalty using a configurational approach. Thus, our approach to organizational citizenship behaviors focuses on three beneficiaries (the organization, individuals, and customers). Our study uses the Ivorian banking sector as a field of investigation. In doing so, a hypothetical-deductive reasoning with a quantitative methodology is adopted. Data is collected from a population of bank 145 employees and 226 customers using two questionnaires. Using SPSS 23 software, we determined the relationship between the variables through a correlation matrix before testing the hypotheses. The correlation test reveals the existence of a relationship between the variables in general. The results of the hypothesis tests show that professional awareness, a dimension of OOC, has a positive and significant effect on customer loyalty. In addition, altruism (CCO-I) has a positive and significant effect on customer loyalty. Finally, three dimensions of CCO-C have a positive and significant effect on customer loyalty. These are civility, empathy, and personalization, with empathy being the most significant, followed by personalization and then civility. This research therefore highlights the importance of considering the three beneficiaries focused on the inside (CCO-O and CCO-I) and outside (CCO-C) of the organization in predicting customer loyalty. The managerial implications, limitations, and perspectives are then discussed.

JEL Classification : M12, M39

Paper type: Empirical Research