서비스 조직-고객의 관계가 고객시민행동에 미치는 영향에 관한 연구

In the service context, customer behave as a employee as a result of participating in producing and deliverying service. So, It might be possible to understand employee oriented researches in view of customer. Especially, this study examines organization citizenship behavior(OCB) and the relationship between organization and employee in terms of service customer. To examine the antecedents of customer citizenship behavior(CCB) which is composed of loyalty. cooperation, and participation, this paper suggests perceived organization support(POS), organization identification and customer commitment as research model. And we empirically tested with a sample of undergraduate students using structural equation modeling. The empirical results support for six of the eight hypothesized relationship and showed acceptable data fit index. It was confirmed when service organization support customer continuously, customer committed to organization and have identification with it and as a result, customer exert customer citizenship behavior(CCB) so give a lot benefit to service organization. Implications and limitations of the study are discussed.