Surveying the Impact of Customer Value Co-creation Behavior on Provision of In-novative Services inside the Organization: Describing Citizenship Behavior and Col-laborative Behavior Role

The purpose of this survey is to study the impact of customer value co-creation behavior on provision of innovative services inside the organization: describing citizenship behavior and collaborative behavior role. This is descriptive survey. The statistical population is customers of Ghavamin Bank in Khorram Abad. 384 persons were selected through stratified random sampling and Chocran formula. Questionnaire was research tool which its validity and reliability were respectively approved by content validity and Chronbach Alpha. Structural equations approach and AMOS and SPSS software were applied for hypotheses test. Findings showed that customer value co-creation behavior has significant positive effect on providing innovative services inside the organization. In addition, customer citizenship and collaborative behaviors in error level of 0.05 have significant positive effect on it.