Prioritization of effects of organizational citizenship behavior of Al Zahra Universityʹʹs employees on studentsʹʹ loyalty

Nowadays, having loyal customers is considered as a main competitive advantage for organizations. One of inter organizational factors seemingly affecting customersʹ loyalty is organizational citizenship behavior. The present paper aims to investigate the effect of organizational citizenship behavior on customersʹ loyalty. Research population is composed of all employees and students of Al Zahra University. Questionnaire is used as the main data gathering tool. Moreover, 400 individuals were selected by simple random sampling method as the sample and gathered data were analyzed by LISREL and SPSS software. Findings showed that organizational citizenship behavior is effective on customersʹ loyalty and it seems that prioritization of this behavior enables the organization to achieve the stable and important competitive advantage (customersʹ loyalty).