The Interaction Impact Of Service Climate And Team Potency On Customer's Organizational Identification: Testing A Model Of Unit Level

Along with the increasingly fierce competition of service industry, customersatisfaction is not enough for service organization to stay competitive , practitioners andscholars are seeking for stronger links between customer and company. So whencustomer's organizational identification was first introduced to marketing area, it gaineda lot of concern. This article presents an empirical test of customer's organizationalidentification at the unit level, which is based on social identity theory and extended fromemployee's or member's organizational identification, within the context of China. Itinvestigates if customer's organizational identification can predict customer citizenshipbehaviors(CCBs), whether and how service climate influences customer's organizationalidentification, what role team potency plays in this relationship between service climateand customer's organizational identification and if customer's organizationalidentification plays a role as mediator, which could be a good explanation of relationshipof service climate and CCBs. This model was tested in service industry context of beautyparlors and their customers in Guandong China. Results from the empirical investigationbased on the valid sample of 244 frontline employees and 478 customers indicate thatcustomer's organizational identification can predicate CCBs, it does indeed positively beimpacted by service climate, and moderating role of team potency has been proved in ourtest too. Beside, customer's organizational identification partly mediates the relationshipof service climate and CCBs.