An Empirical study on the implementation of S-OCB, Servqual, Satisfaction, Loyalty and CCB in Banking Industries

This study aims to examine the effect of service-oriented organizational citizenship behavior (S-OCB) and service quality (servqual) on satisfaction, the effect of satisfaction on loyalty and customer citizenship behavior (CCB), and the effect of loyalty on CCB.Furthermore, this study also examines the mediating effect of satisfaction on the relationship between S-OCB and loyalty and CCB, the mediating effect of satisfaction on the relationship between service quality and loyalty and CCB, and the mediating effect of loyalty on the relationship between satisfaction and CCB in the banking industry.This study uses SEM-Partial Least Squares to test the conceptual model and the proposed hypotheses.Sampling is carried out using a purposive sampling technique with a total sample of 301 bank customers and 30 bank employees.The results show that S-OCB and service quality have a positive effect on satisfaction.Satisfaction has a positive effect on loyalty and CCB.Loyalty has a positive effect on CCB.Satisfaction mediates not only the relationship between S-OCB and loyalty, but also the relationship between service quality and CCB.Loyalty mediates the relationship between satisfaction and CCB in the banking sector.The implication of this research is that to increase loyalty and customer citizenship behavior (CCB), the banking industry needs to manage Service-Oriented Organizational Citizenship Behavior (S-OCB), service quality, and satisfaction.This research examines the direct and complex mediating relationships identified between SOCB, service quality, satisfaction, loyalty, and customer citizenship behavior (CCB).The novelty of this research is to synthesize studies on voluntary behavior in the context of customer behavior to contribute voluntarily towards achieving organizational goals.The limitation of this research lies in the selection of respondents/customers, where the customers that bank employees are looking for are only customers who are familiar with the bank's employees so that it can lead to a less objective assessment.