Study of the Mediating Role of Organizational Citizenship Behavior in the Relationship of Workplace Spirituality with Customer Loyalty and Service Quality in Saman Bank

Abstract

In today highly competitive banking industry, customer loyalty and customer satisfaction with banking services are among the important preconditions for survival and growth of banks. In this context, the relationship between customers and employees providing services is of significant importance and in general it can be said that frontline employees may attract customers and gain their satisfaction and loyalty by providing services beyond their role requirements. Present research aims to study the role played by workplace spirituality in organizational citizenship behavior, service quality and customer satisfaction. In present applied research, a survey methodology was employed and questionnaire copies were distributed to the sample derived from a statistical population comprising of all staff and customers of north Tehran branches of Saman Bank. Random stratified sampling procedure was used to obtain the appropriate sample for present study. As a result of it, 230 questionnaires (equal to the total number of employees) and 341 questionnaires (according to a sample based on Krejcie & Morgan table with an estimated statistical population of 3000) were respectively distributed to employees and customers. Structural equation modelling (SEM) and LISREL software were used to study the relationships. Research findings confirmed all hypothesized relationships between the studied concepts.