Creating a Positive Emotional Culture: The Effect of Internal Communication on Customer Citizenship Behavior by Emphasizing the Role of Organizational Citizenship Behavior

Document Type : Research Article

Authors

1 Professor, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

2 Ph.D. Student, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

Abstract

As a subset of organizational culture, emotional culture represents the emotional environment of an organization. The purpose of this study was to investigate the role of creating a positive emotional culture (by considering the effect of internal communication) on customer citizenship behavior with an emphasis on the role of organizational citizenship behavior. The present research was applied in terms of purpose and correlational, descriptive-survey in terms of data collection method. The research population included all 150 employees of Mellat bank in Semnan city and its countless employees. The data collection instrument was a questionnaire. The data were analyzed using structural equation modeling. The findings of the present research indicated that symmetrical communication and responsive leadership communication cultivated a positive emotional culture in organizations. Such a culture then fostered organizational citizenship behavior. In addition, symmetrical communication, responsive leadership communication, and positive emotional culture influenced organizational citizenship behavior. Finally, it was found that organizational citizenship behavior positively affected customer satisfaction, brand equity, and customer citizenship behavior.

Keywords

Main Subjects

References

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Organizational Culture Management
Volume 19, Issue 1
April 2021
Pages 123-152

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