Yazd University Journal of Business Administration Researches 2645-386X 11 22 2020 02 20 The effect of social support and affective commitment on customer's citizenship behavior and customer turnover intention The effect of social support and affective commitment on customer's citizenship behavior and customer turnover intention 129 148 1576 10.22034/jbar.2020.1576 FA Esmaeil Shahtahmasbi Associate Professor, Faculty of Management and Accounting, Shahid Beheshti University Sajad Mazarei Ph.D Student, Faculty of Management and Accounting, Shahid Beheshti University Journal Article 2017 11 12 Customer participation in service delivery processes gives companies a feedback and helps them provide better services. Such a participatory behavior leads to a competitive advantage for companies. The present study aims to investigate social support and affective commitment in customer citizenship behavior and its effect on customer turnover intention. The research is a descriptive-survey study in which a questionnaire was used to collect the data. The research population was the customers of fitness centers in Tehran in the spring and summer of 2017. A samples size of 384 clients was used for the study. The SPSS and SmartPLS software programs were used to analyze the data. The results indicated that social support and affective commitment have positive and significant effects on customer citizenship behavior with the coefficients of 0.4, 0.15 and 0.61. Furthermore, customer citizenship behavior has a significant and reverse effect on the turnover intention of customers with the coefficient of 0.28. The results also showed that supportive sources differently affect the customer satisfaction in terms of social supports. Customers who had perceived less time pressure were more eager for citizenship behavior. Customer participation in service delivery processes gives companies a feedback and helps them provide better services. Such a participatory behavior leads to a competitive advantage for companies. The present study aims to investigate social support and affective commitment in customer citizenship behavior and its effect on customer turnover intention. The research is a descriptive-survey study in which a questionnaire was used to collect the data. The research population was the customers of fitness centers in Tehran in the spring and summer of 2017. A samples size of 384 clients was used for the study. The SPSS and SmartPLS software programs were used to analyze the data. The results indicated that social support and affective commitment have positive and significant effects on customer citizenship behavior with the coefficients of 0.4, 0.15 and 0.61. Furthermore, customer citizenship behavior has a significant and reverse effect on the turnover intention of customers with the coefficient of 0.28. The results also showed that supportive sources differently affect the customer satisfaction in terms of social supports. Customers who had perceived less time pressure were more eager for citizenship behavior. https://bar.yazd.ac.ir/article_1576_e01a92b72e76649b0cddd9ef0d70ad8d.pdf