Customer Citizenship Behavior

The method of the present study was descriptive-correlation with structural equations approach and applied in terms of purpose. The statistical population of the study includes all students of football schools in Tehran province. Cluster random sampling method was used to select the sample. The measurement tools of the present study include demographic characteristics of the participants in the study, Parasuraman, Zeithaml & Berry (1988) Perceived Service Quality Assessment Questionnaire, Groth (2005) Customer Behavior Questionnaire and Perceived Risk Questionnaire Carroll, Connaught, Spengler & Byon (2014). Kolmogorov-Smirnov test was used to show the normality of data distribution and bootstrap methods and structural equations using PLS and SPSS software were used to analyze the research data. The results showed that the quality of perceived services and citizenship behavior (β = 0.852); (T = 15.549) at the level of significance (P <0.01); Indirect effect of perceived service quality and citizenship behavior through perceived risk (β = -0.027); T-statistic (T = 1.774) is at the level of significance (P <0.076). Considering that perceived risk is one of the determining elements in the acceptance and intention of students to use football schools and their citizenship behavior is one of the factors reducing this risk, it is suggested. Football school principals to increase the quality of perceived services and student citizenship behavior among their staff, coaches and customers so that they can identify different dimensions of perceived risk among their school students for better productivity. And make the necessary plans to advance marketing goals. 

The research was conducted with the aim of designing a model of brand experience with the citizenship behavior of customers in the banking industry. The research method is qualitative and grounded theory, and it is considered fundamental in terms of its purpose. The statistical population of the research is Tehran banking industry managers with the highest education, experience, authorship, and ideas. In this research, unstructured and in-depth interviews were used to collect data and information. Data and information analysis were done through coding (open, axial, and selective coding) and MAXQDA software. In the end, a qualitative model is presented, which consists of causal conditions (Appropriate internet infrastructure, The emergence of new media, Creating a new form of communication, The proliferation of media, and Internet penetration rate), the main phenomenon (Branding, Brand experience, Brand personality, and Brand interest), intervening conditions (Building trust, Outsourcing, Customer behavior, Customer emotional attraction, Islamic banking, and Advertising), the contextual conditions(Customer behavior, Reproducibility of experience, Communication with customers and Notification), strategies (Accounting system, Systematic control, Low profit and help business, Electronic banking, Human Capital, Speed of service, Structure modification, Networking, Security, Creating competition and Personnel training) and consequences (Brand quality, Originality, Function, Customer satisfaction, and Customer loyalty).