Explanation the mediating role of perceived value in the impact of employee citizenship behavior on customer interest

Due to the increasing competition in businesses, paying attention to customers and motivating factors in their satisfaction and interest is very important and vital. In this regard, linking variables within the organization such as employee citizenship behavior in promoting customer interest as a variable outside the organization can be effective and interesting. The purpose of this study is to investigate the effect of employee citizenship behavior on customer interest by considering the role of perceived value. The present study is descriptive and applied correlational. The statistical population of this study includes the customers of the Bank Mskan of Khorasan Razavi Province.Pearson correlation method and path analysis were used to analyze the data and Amos software and SPSS software were used to analyze the statistics. The findings of the present study indicate that the citizenship behavior of employees through the perceived value has a positive effect on the interest of Bank Maskan customers. Also, the factors of citizenship behavior including civic virtue, altruism, work conscience, chivalry and decency of employees have a positive and significant effect on promoting the level of interest (attitude and behavior) of Bank Maskan customers.