Relationship Between Customer Participation, Service Quality, Customer Satisfaction And Customer Citizenship Behavior

As the reform and opening to the outside world, China’s service industry hasexperienced a rapid growth. Since the1990s, the added value of China’s tertiaryindustry is increased at an annual rate of10.5%. According to the development level ofservice industries in developed countries and with the continuous development ofChina’s economy and people’s living standards, the service sector will undoubtedlyplaying an increasingly important role in economy. And for the majority of theenterprises engaged in the service industry, is of great opportunities.With the customers play an increasingly important role in the service, theimportance of geting the customer involved in the service to improve customersatisfaction, thereby increasing the competitiveness of enterprises, draws more and moreattention of academia and the business community. Studies on customer participation,customer satisfaction as well as related concept, not only have profound theoreticalsignificance, but also have practical significance in better guiding business practices.After reviewing the literature of the customer participation, perceived servicequality, customer satisfaction and customer citizenship behavior, based on relevanttheory and previous research results, combined with the reality of China’s food serviceindustry, the author further explore The correlation and intermediary relations betweenthe four variables, Established the theory model for customer participation, perceivedservice quality, customer satisfaction and customer citizenship behavior. Through theempirical analysis on395samples from the formal research data, the author has drawnthe following conclusions: customer participation has a positive impact on servicequality; service quality has a positive impact on customer satisfaction; customerparticiapation has a positive impact on customer satisfaction; customer satisfaction has apositive impact on customer citizenship behavior; customer particiapation has a positiveimpact on customer citizenship behavior; service quality plays as a intermediaryvariable role between customer participation and customer satisfaction; customersatisfaction plays as a intermediary variable role between customer participation andcustomer citizenship behavior.In this thesis the research literature about existing influence of customer participation on customer satisfaction and customer citizenship behavior influence, werevalidated, deepened and expanded. The positive effect on relations between thevariables verifies the main conclusions of the existing literature. The personalinteraction dimension in customer participation in China’s catering industry, affectservice quality, customer satisfaction and customer citizenship behavior, butcooperation dimension does not play a significant role. The above conclusion deepenedthe existing literature. The intermediary effect of customer satisfaction on customerparticipation and customer citizenship behavior expand the existing literature.In addition, the research has the certain enlightenment function to the Chinesecatering enterprises and similar services industry enterprise on how to make better useof customer participation to improve customer satisfaction and customer citizenshipbehavior.