Univrsity Of Tehran Press Journal of Business Management 2008-5907 6 2 2014 06 22 Explaining the Influence of Organizational Citizenship Behavior on Customer Satisfaction and Brand Equity in the Banking Industry Emphasizing on the Threats and Opportunities Explaining the Influence of Organizational Citizenship Behavior on Customer Satisfaction and Brand Equity in the Banking Industry Emphasizing on the Threats and Opportunities 315 336 50746 10.22059/jibm.2014.50746 FA Abbas Ali Rastgar Assistant Prof. in Business Management, Semnan University, Iran Morteza Akbarzadeh Safui MSC. in Business Management, Semnan University, Iran Journal Article 2013 11 07 In order to enhance positive effects of organizational<br />citizenship behavior along with a decent brand management, companies<br />need to execute strategies to develop and reinforce brand equity. For this,<br />the present research investigates the importance of brand equity in the<br />banking industry as well as the effects of the organizational citizenship<br />behavior and customer satisfaction on this important subject. The<br />population of the current research is the employees and the customers of<br />the Melli Bank. To gather the required data, 110 and 390 questionnaires<br />have been distributed among a sample of the population in sequence. The<br />first and second- order confirmatory factor analysis have been employed<br />to assess the validity of the research questionnaire. Cronbach’s Alpha has<br />also been applied to assess the reliability of the questionnaire. The<br />hypotheses of the research have been tested bypath analysis, which is the<br />structural part of the structural equation modeling. As the results show, in<br />one hand, organizational citizenship behavior has a positive, direct, and<br />significant effect on customer satisfaction as well as brand equity. On the<br />other hand, customer satisfaction can enhance brand equity. The current<br />research takes new steps towards the relation between customer criteria<br />and employee criteria. In order to enhance positive effects of organizational<br />citizenship behavior along with a decent brand management, companies<br />need to execute strategies to develop and reinforce brand equity. For this,<br />the present research investigates the importance of brand equity in the<br />banking industry as well as the effects of the organizational citizenship<br />behavior and customer satisfaction on this important subject. The<br />population of the current research is the employees and the customers of<br />the Melli Bank. To gather the required data, 110 and 390 questionnaires<br />have been distributed among a sample of the population in sequence. The<br />first and second- order confirmatory factor analysis have been employed<br />to assess the validity of the research questionnaire. Cronbach’s Alpha has<br />also been applied to assess the reliability of the questionnaire. The<br />hypotheses of the research have been tested bypath analysis, which is the<br />structural part of the structural equation modeling. As the results show, in<br />one hand, organizational citizenship behavior has a positive, direct, and<br />significant effect on customer satisfaction as well as brand equity. On the<br />other hand, customer satisfaction can enhance brand equity. The current<br />research takes new steps towards the relation between customer criteria<br />and employee criteria. https://jibm.ut.ac.ir/article_50746_28b6ec4ab5e107c0392bca36360d40c0.pdf