Abstract

This study examines the impact of customer perception of employee identification on the relationship between customer-company identification and customer citizenship behaviour in service settings. A total of 386 surveys are collected from city hotels in Ankara, Turkey. Results of the present study provide empirical evidence that customers who identify more strongly with the organisation indicate more voluntary behaviour. Moreover, findings of this study show that when customers perceive employees to be more identified with the company, the effect of identification on citizenship behaviour becomes stronger. Implications for managers and suggestions for future research are discussed.

Key words: Customer-company identification, customer perception of employee identification, customer citizenship behaviour, Turkey, hotels.