Presenting a Paradigmatic Model of Organizational Citizenship Behavior in Banks with an Emphasis on Organizational Communication

The present study aims to propose a paradigmatic model of organizational citizenship behavior in Bank Maskan, emphasizing organizational communication. This research was conducted using a mixed-methods approach. In the qualitative section, grounded theory was employed, while in the quantitative section, structural equation modeling was utilized. The statistical population in the qualitative phase comprised 16 experts and stakeholders in the management of Bank Maskan in Tehran, who were selected using the snowball sampling method until theoretical saturation was reached. Semi-structured interviews were conducted with these participants. Data analysis was performed in three stages: open coding, axial coding, and selective coding, based on which the qualitative research model was designed. In the quantitative section, a total of 384 researcher-designed questionnaires were distributed among employees, with their validity and reliability confirmed. The research findings identified 284 open codes, 94 subcategories or concepts, and 6 overarching categories: causal conditions (strategic changes, organizational leadership, organizational development-oriented attitudes); central category (effective leadership, internal communication, individual-level characteristics); strategies (utilization of information technology, training and education, encouragement of cooperation and interaction, promotion of organizational values, community orientation); intervening conditions (lack of use of domestic social platforms, value changes, collective capital, deficiencies in internal communication, lack of training and education); contextual factors (individual characteristics of organizational followers, information and communication technology, policies and procedures); and outcomes (motivation and drive, organizational trust, employee performance, social, organizational, and individual dimensions).