从顾客参与行为到顾客公民行为——服务中顾客角色行为的转化研究被引量：15

From Customer Participation Behavior to Customer Citizenship Behavior——The Translational Research on Role Behavior of Customers in Service

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摘要在服务生产和传递的互动中,顾客扮演着"部分员工"的角色,从而表现出角色内的顾客参与行为以及角色外的顾客公民行为。然而,过去的研究片面地侧重于顾客参与行为或者顾客公民行为,而忽视了顾客这两种角色行为的内在联系。为此,文章引入关系质量作为中介变量,对顾客角色行为的转化进行了实证研究,以期在理论和实践方面有所贡献。 Customers play as ＂partial employees＂ during the service production and delivery, exert customer participation behaviors and customer citizenship behaviors. However, the past researches partly placed emphasis on customer participation behaviors or customer citizenship behaviors, they ignored the inner link of the two kinds of behaviors. Therefore, this paper introduces relationship quality as the mediation variable and study the transformation of customers＇ role behaviors, and hopes to make a contribution to both theory and practice.

作者刘洪深汪涛张辉

机构地区武汉大学经济与管理学院长沙理工大学经济与管理学院

出处《华东经济管理》 CSSCI 2012年第4期109-114,共6页 East China Economic Management

基金国家自然科学基金面上项目(70672068 71172001) 湖北省教育厅人文社会科学项目(2012Y021)

关键词顾客参与行为顾客满意顾客承诺顾客公民行为 customer participation behavior customer satisfaction customer commitment customer citizenship behavior

分类号 F274 [经济管理—企业管理]

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