Exploring the Impact of Different Dimensions of Organizational Citizenship Behavior on Customer-based Brand Equity in the Hotel Industry: The Moderator Role of Islamic Work Ethic

The aim of this study is to investigate the impact of organizational citizenship behavior and its dimensions on customer-based brand equity and the moderating effect of Islamic work ethics on the above-mentioned relationship in the hotel industry. In terms of the purpose of this study, it is applied in nature and the researchers adopted the descriptive survey approach based on data collection. Target population of the study consists of two groups: customers and queue employees of Parsian Hotel chains in Tehran. In the first group convenience sampling technique has been applied and in the second group a two-stage cluster sampling method was applied. Data was collected using standard questionnaires and data analysis was based on structural equation modeling using Smart PLS 3.2.6 software. According to the results, organizational citizenship behavior dimensions, namely, altruism, courtesy, sportsmanship, conscientiousness and civic virtue had a positive and significant influence on brand equity. Moreover, Islamic work ethics had a moderator role in the relationship between organizational citizenship behavior and customer-based brand equity, meaning that it is leading to an increase in the extent of the relationship between these two variables.