The study of irresponsible behavior of organization on behavior and reaction of business’ customers

چکیده مقاله

In recent years, irresponsible behavior of organizations in the marketing has become focus of attentions. It is possible that customers become involved in a citizenship behaviors that like employees, direct organization in a specific direction. Irresponsible behavior of organizations are influenced by various factors. Regarding the role and importance of customer in the survival of organization, managers necessarily need to understand the importance of these factors among customers. After literature review and development of conceptual model. A questionnaire was prepared and delivered to the customers of businesses in Shiraz and finally, data gathered from 503 questionnaires were analyzed by structural equations method (SME). Results of this research confirmed the presented conceptual model and showed that physical environment of organization has positive and significant effect on irresponsible behavior of organizations. In addition, irresponsible behavior of organization has positive and significant effect on satisfaction, loyalty and commitment of customers. On the other hand, satisfaction, loyalty and commitment of customers has positive and significant influence on citizenship behaviors. Perceived justice has no positive and significant effect on commitment and trust of customers and also trust of managers on citizenship behavior.

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