线上线下顾客公民行为研究综述与展望

Survey and Prospect of Online and Offline Customer Citizenship Behavior

顾客公民行为可以提高服务企业的竞争优势和顾客忠诚,减少顾客流失率,而受到国内外学者以及营销者的关注。本文基于顾客公民行为的现有研究,针对线上线下不同情境顾客公民行为定义、影响前因和后果对国内外文献进行梳理和评述,发现影响顾客公民行为的因素包括企业因素、顾客心理因素和顾客行为因素,以及顾客公民行为影响企业社会责任、一线员工幸福感和顾客忠诚等,并且顾客公民行为研究情境由线下转向线上发展的趋势,总结顾客公民行为的管理启示与研究展望。

Since customer citizenship behavior can improve the competitive advantage and customer loyalty of service enterprises and reduce the loss rate,it has attracted the attention of domestic and foreign scholars and marketing practitioners.Based on the existing research on customer citizenship behavior,this paper reviews the definition,antecedents and consequences of customer citizenship behavior in both online and offline situations at home and abroad,and finds that the factors that affect customer citizenship behavior including enterprise factors,customer psychological factors and customer behavior factors.At the same time,customer citizenship behavior also affects corporate social responsibility,front-line employee well-being,customer loyalty and so on.And the author also finds that the development of customer citizenship behavior has changed from offline to online.Finally,this paper puts forward management inspiration and prospect for enterprise managers and scholars.