This study pertains to whether and how employees’ organizational citizenship behaviors toward customers (OCB-C) influence customers’ citizenship behaviors (CCB) directed toward the firm, employees, and other customers. Drawing on a social exchange perspective, this study proposes that a dual identification mechanism—spanning customer-employee identification (C-EI) and customer-firm identification (C-FI)—mediates the social exchange relationship between OCB toward customers (OCB-C) and CCB. Service climate as a key contextual factor moderates the mediating mechanisms of identification. With data collected from a field survey and an experiment, the findings confirm that the dual identification mechanism mediates the effect of OCB-C on customers’ reciprocation with CCB. The results also reveal a moderating effect of service climate, such that the positive effect of OCB-C on C-EI and C-FI grows stronger when the service climate is at low and high levels, respectively. In addition, the empirical results demonstrate that the underlying motive attribution explains the moderating effect of service climate. This work paints a more nuanced picture of the missing link in the OCB-C-CCB interface by identifying a mediating mechanism and boundary condition. To promote CCB, managers should leverage their employees’ OCB-C as well as their firms’ service climate.
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