Investigating citizenship behavior and customer cooperative behavior on perceived value and customer satisfaction (The case of study: customers of Mashhad restaurants)

Today, customer satisfaction with the organization's products or services is an important factor in the success or failure of any organization. Customer satisfaction leads to loyalty, returning customers and reducing customer complaints. Various researches have been conducted in the field of customer satisfaction, but few studies have been conducted on customer behaviors that lead to their satisfaction. In this regard, the present research examines the impact of citizenship behavior and cooperative behavior of customers on their perceived value and satisfaction. The statistical population of the research includes the customers of Mashhad restaurants. Based on Cochran's formula, 384 people were selected as a statistical sample by cluster sampling method. The data collection tool was a questionnaire. Face validity was confirmed using experts' opinions, construct validity of the questionnaire was confirmed using factor analysis, and reliability of questionnaire variables was confirmed using Cronbach's alpha coefficient. Data analysis was done using SPSS 24 and Smart PLS 2 software and structural equation modeling method. The findings showed that citizenship behavior and cooperative customer behavior have a positive and significant effect on the perceived value of customers. The perceived value of customers has a positive and significant effect on their satisfaction. Also, the mediating role of perceived value in the relationship between customer satisfaction citizenship behavior and customer satisfaction cooperative behavior was confirmed.