The rapid development of people's lifestyles and increasingly fierce industrial competition resulted in several retail companies having to close outlets and even declared bankrupt. This study aims to determine how the influence of Construed External Image, Perceived Salesperson Characteristics, and Perceived Company Characteristics on Customer Extra Role Behaviors through Customer Company Identification. This research is causal research. The research method used is a quantitative method with data processing using AMOS. Data collection was carried out by distributing questionnaires to 102 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya and shopping at Hypermart at least 2 times in the last 1 month. The results showed that Construed External Image significantly affected Customer Company Identification; Perceived Salesperson Characteristics did not significantly affect Customer Company Identification; Perceived Company Characteristics significantly influences Customer Company Identification; Customer Company Identification significantly influences Customer Extra Role Behaviors.