The Impact of Organizational Citizenship Behavior (OCB) and Organizational Commitment on Market-Orientation of the Banks (Case Study: Parsian Bank Branches in Tehran)
The aim of this study was to evaluate the impact of Organizational Citizenship Behavior (OCB) and organizational commitment on market-orientation of the banks (case study: branches of Parsian bank in Tehran). The approach of the study was quantitative descriptive-survey, timely cross-sectional and the purpose was practical. The statistical society of the study were branches of the Parsian bank in Tehran, winter 2016, where based on the reason and nature of inquiry, 60 of the employees were selected as the sample size simple randomly. In addition to the standard library research, the main tool were three questionnaire that their reliability was determined 0.84 by Cronbach's alpha test. To analyze the data, descriptive and inferential statistical methods and software SPSS, version 22, was used. The results showed that OCB and also organizational commitment and its components have a significant positive impact on market-orientation of Parsian Bank.