Research On The Effects Of Commercial Friendship On Customer Citizenship Behavior

Nowadays, the fiercing competition causes high degree of homogeneous marketing. AS a result of being able to bringing positive effect to companies, customer citizenship behavior has not only been seen as a key competitive advantage, but also aroused academic attention.Current reaearches are mostly focus on the evaluation of customer service, customer’s feeling to some service and the employees aspect, but rearly at the aspect of the relationship between customers and employees. Therefore, exploring the effet of commercial friendship on cusromer citizenship behavior will help to enrich the causing factor of customer citizenship behavior, while also broaden the application scope of commercial friendship.To explore on what extent and by what means commercial friendship affect the customer citizenship behavior, this thesis uses literature research to define the meaning of commercial friendship, customer satisfaction and customer citizenship behavior at the second chapter, then demonstrate the concept effect model. Finally a questionnaire empirical research was done at the barber shop in Shenyang region. The findings of this research are as follow:(1) Commercial friendship positively relate to the citizenship behavior, this effect process is direct and indirect.(2) Groth’s three dimensions of customer citizenship behavior are suitable for the hairdressing industry. And commercial friendship positively affect all3dimensions: recommendation, helping others and feedback.(3) Multiple differences in demographic variables such as age, educational level and occupation, have been found on commercial friendship and the recommendation dimensions.Finally, suggestions was made to help to cultivate Customer Citiznship Behavior.