The Study On The Customer Citizenship Behaviors In Automobile Retailing Industry

Customer behavior, like enterprise employee behavior, including role behavior, such as information search, brand selection and product purchase also includes a word-of-mouth, brand maintenance and brand communities and customers to create these has nothing to do with the purchase behavior of role behavior. Many scholars that make customers beyond the basic character of a particular brand or enterprise beneficial behavior is defined as Customer Citizenship Behaviors (CCBs). For companies, in real life beyond the basic role of the customer behavior and emotional sometimes is more important than the purchase itself.In recent years, many researchers concerned about the industry in customer behavior and characteristics in automobile retail industry. Which most people focus on customer satisfaction, customer attitude and other factors on customer purchase behavior, few of the studies undertaken for the customer extra-role behaviors. This study is to expand in the background environment, aimed at probing the CCBs in the automobile retail industry. Specifically, the study carried out the research type of behavior of the citizens, influencing factors and its effects in the automotive retail industry. This study will not only theoretically enrich and deepen existing customer citizenship behaviors theory, research areas to further expand into the automobile retail industry. In practice, it will help enterprises to understand and manage the customer outside role behavior better.In order to achieve the goal of our research, this study mainly adopts research method has the combination of qualitative and quantitative research, normative analysis and empirical analysis, theory and practice. Which qualitative research is mainly used for the preliminary design of the theoretical model and assumptions form. Quantitative research is used to verify the assumptions of the research proposed.The research will be involved in data collection methods including:focus groups, expert interviews, field research and survey method, etc. Data analysis methods will include:analysis of variance, correlation analysis, regression analysis, factor analysis and structural equation model, etc. The main statistical tools are SPSS17.0and LISREL8.7.This paper finds the five types of CCBs in automobile retailing industry. They are customer communication and relationship showing, activity participant, customer suggestions and responsibility. Customer citizenship behavior score highest is relationship show, followed in turn is communication, activities participant, and rebuilding views, the lowest score is the customers responsibility.The results of the study also found that, in the automobile retail industry CCBs driven factors mainly include the trust, fairness, social satisfaction, value, and customer socialization. Customer socialization play the biggest role for the CBBs, which shows the quality of the customer is one of the most important factors for the formation of customer citizenship behavior. Then, in turns, are the customer value, customer satisfaction, customer trust and customer fair. Study also found that the influences of CCBs’drivors on each CCB’ dimensions are also different. Customer communication behavior mainly dues to customer satisfaction, customer value and customer trust. Relationship display behavior is mainly due to the customer socialization, customer value and customer satisfaction. Active participation behavior is mainly due to customer socialization, customer trust, customer fair and customer value. Customer recommend behavior mainly dues to the customer socialized, the customer trust and customer value. The customer responsible behavior is mainly due to the customer socialization, customer value and customer trust.This study also has showed that the effect of customer citizenship behavior on the corporate reputation is positive and significant. Especially when considering the distributor’s reputation influence on the manufacturer’s reputation, the model fitting degree is superior to when the model is not conider of the dealers on the reputation of the manufacturer. That shows that when studying the customer citizenship behavior on corporate reputation, we should consider the interaction between the two objects. Also the result shows that the CCBs influence corporate reputation by dealer reputation.Furthermore, the research also finds that the personal characteristics moderiate the relationship between CCBs and reputation significantly. The education affects the relationship between CCBs and reputation negatively. When we separate the reputation into corporation reputation and retailer reputation, the results show that education affects t the relationships between CCBs and corporation reputation negatively. The same is the relationship between CCBs and retailer reputation. Experience moderate the the relationship between CCBs and retailer reputation positively.Overall, this paper has some attributions on the theory of CCBs and will help the company understand consumers better.