Study On The Influence Of Servicescape To Customer Citizenship Behavior

In service companies, the role of customer changes, they are not only buyers, but also partial employees and consultants. From the researches, we know Customer Citizenship Behavior is benefit to company. It is very important to think deeply the effect factors and formation mechanism of Customer Citizenship Behavior for service companies. There are some researches to explain that servicescape make important role in advancing customer cognition and behaviors. Some scholars have made some researches about the impact of servicescape to customer behavior (such as repeat purchase behavior), but nobody has inquired into the relation of servicescape Customer Citizenship Behavior, so it is need to fulfill the blank and the blind spots. The research has significance for the theory and practice of Customer Citizenship Behavior.By the analysis of project, the study divides into two parts:the impact inscape (in case of background music) to Customer Citizenship Behavior and the impact of whole perceived servicescape to Customer Citizenship Behavior. According to the two parts, the study uses three empirical researches to resolve and discuss them. The major contents are including:(1) In the part of the influence of inscape of background music to Customer Citizenship Behavior intention, the study collected the data about music style and tempo impacting to Customer Citizenship Behavior intention through field experiment. We concluded that there are significant impact for music style and tempo to Customer Citizenship Behavior intention making use of analysis of variance, and there are interaction between music style and tempo.(2)In the part of the influence of music congruency to Customer Citizenship Behavior, the conceptual model of music congruency for servicescape, customer emotion (arousal and pleasure), perceived service quality and Customer Citizenship Behavior intention was constructed. From the empirical research, we have some results:music congruency has negative influence to arousal, arousal is a full-mediation between music congruency and pleasure; pleasure is a full-mediation arousal and perceived service quality; arousal has negative effect to Customer Citizenship Behavior intention, pleasure has positive effect to Customer Citizenship Behavior intention; music congruency has positive impact on perceived service quality, and perceived service quality has positive impact on Customer Citizenship Behavior intention.(3) In the study of comparison of impact of background music and whole perceived servicescape to Customer Citizenship Behavior, firstly, we researched the relation of, customer emotion, perceived service quality and Customer Citizenship Behavior intention. The result shows that:whole perceived servicescape has no direct impact to Customer Citizenship Behavior intention, it influences Customer Citizenship Behavior intention through customer emotion; Positive affect has positive effect on Customer Citizenship Behavior intention, negative affect has negative effect on Customer Citizenship Behavior intention; perceived service quality has positive effect on Customer Citizenship Behavior intention; restaurant level moderates the whole perceived servicescape and customer emotion, and there are different moderating effect for different customer emotion(positive affect and negative affect). Secondly, we compared the influencing mechanism between background music and whole perceived servicescape to Customer Citizenship Behavior, found the same and different.