The Effect Of Customer Justice Perception On Customer Citizenship Behavior In Different Service Environment

As the service is intangible, invisible, mutable and can not be saved, it is difficult for customer to evaluate its quality. As a result of that,customer often evaluate the service's quality by comparing it with their own past expierence or other customer's expierence, in other words, by service justice perception. And we know that customer's citizenship behavior is in favour of promoting the service of enterprise and building the customer loyalty, and service justice perception is an antecedent of customer citizenship behavior. To increase customer's perception of service fairness will guarantee the service quality effectively, and then motivate customer's citizenship behavior, it is a good way to enhance enterprise's competitiveness of attracting, retaining and developing customers, however, when this method applied in traditional consumer environment and modern e-commerce environment, the emphasis in both environments will be different as a rusult of their respective characteristics.Based on this, This paper reviews the previous study about service justice perception and customer citizenship behavior on both theorical and emprical domain, setting the relationship between these two variables under reality and online service environment as the main part, combined with the actual characteristics of clothing consumption, focusing on the effects of customer justice perception on customer citizenship behavior under different service environment. We formed a set of scales of customer service justice perception and customer citizenship behavior which suit for clothing consumption by referring fomer scholars'findings and some innovation in a way. The main contents of this paper including discussing the main dimensions of the customer perceptions of service justice and the customer citizenship behavior in clothing consumption,exploring the relations between these two variables in different service environment and the differences between these relations.The data of this paper were colected by distributing questionnaires through internet and other channels,294 questionnaires were returned and 275 of them were valid. The data were anylized by using SPSS.Through rigorous data analysis, we reach the main conclusions:(1) The customer perceptions of service justice of clothing consumption in the real service environment and online service environment has 4 dimensions:distributive justice, procedural justice, interactional justice and information justice. (2) The customer citizenship behavior in clothing consumption in the real service environment and online service environment contains three dimensions recommendations, helping other customers and providing feedback. (3) In the clothing consumption, there is a significant positive correlation between the customer perception of service fairness of the four-dimensional perceptions and customer citizenship behavior but in online service environment that is more closely related to. (4) In different service environment, customer perception of service fairness in the four dimensions and customer citizenship behavior in the three dimensions were significantly different, and respondents in the real service environment reflected higher equity of service justice perception and were more willing to do customer citizenship behaviors. (5) In different service environment, the effect of customer perception of the fairness on customer citizenship behavior is also different. In online services environment, the perception of procedural justice will affect on customer citizenship behavior as an important factor, but in real service environment, we didn't find the same effect.