Intellectual Capital: Investigating the Role of Customer Citizenship Behavior and Employee Citizenship Behavior in Banking Industry in Iran

In the knowledge-based economy, intellectual capital is utilized to create value for the organization. The present research examines the impact of customer citizenship behaviors (CCB) and organizational citizenship behaviors (OCB) on intellectual capital in an organization. In fact, the purpose of this research is to analyze and quantify the impact of citizenship behaviors on dimensions of intellectual capital in the banking industry in Iran. In this context, the initial conceptual model is developed by reviewing the literature in this area and is studied in the banking industry. The required data is collected using 350 questionnaires from marketing and human resources experts of banks. And, afterwards, the data is analyzed, using descriptive, inferential statistics and structural equation modeling with SPSS and LISREL software. The results of statistical analyses indicate that citizenship behavior of employees can lead to the expansion of customer volunteer behaviors. Furthermore, the amount of employees’ citizenship behaviors are in higher rank compared with customer citizenship behaviors in banks. On the other hand, employees’ citizenship behaviors are more effective on human capital and customer citizenship behaviors have more effect on customer capital. And the results demonstrate that the structural, human and customer capital is ranked in Iranian banks.