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