The Research On The Relationship Of Customer Citizenship Behavior, Psychological Contract And Service Fairness

Nowadays the output provided by service industry has reached70percentage of GDPproportion, which is an important indicator of national economic development. Customerrelationship management has been paid more attention in the competition. In recent years,academics put forward the view that customer is a part of human resources and the concept ofcustomer citizenship behavior. Those customers who accept good services will take theinitiative to do free publicity for the enterprises and help improve service processes.Enterprises should strive to build good customer relationship and except customer citizenshipmanagement bring more tangible or intangible benefits.Based on social exchange theory, this paper analyses the relationship of customercitizenship behavior, psychological contract and service fairness. And it validates theinfluence mechanism of psychological contract and service fairness on customer citizenshipbehavior. As well it assumes that customer satisfaction plays a mediating role in the impact.The objective of this paper is to provide some implications for the marketing practice ofpromoting customer citizenship behavior by fulfilling psychological contract and servicefairness.Through the empirical study of fitness companies by using structural equation model, theresults reveal that:(1) Customer psychological contract and service fairness both havesignificantly positive influence on customer citizenship behavior. And customer satisfactionplays a mediating role between customer psychological contract and customer citizenshipbehavior, and the same between service fairness and customer citizenship behavior.(2) Thetwo types of psychological contract both have positive effects on the three types of customercitizenship behavior. Among this, transactional psychological contract affects customerfeedback behavior most obviously.(3) Resultant justice has a significantly positive effect onthe three types of customer citizenship behavior. Interactional fairness has a positive effect oncustomer recommend and feedback behavior. Information justice only has positive influenceon customer recommend behavior.The innovations of this study are:(1) Validate the rationality of customer citizenshipbehavior and psychological contract theories in marketing environment which learn fromorganizational behavior theories by the empirical research on fitness industry.(2) Theempirical researches on customer citizenship behavior and psychological contract are few, thepaper can enrich these two theories and supplement the empirical studies.(3) The papervalidates the relationships in respective dimensions of psychological contract, service fairnessand customer citizenship behavior.Finally, the paper provides some recommendations for fitness based on the empiricalstudyenterprises such as maintaining customer psychological contract, building customerfitness profiles, establishing a good communication mechanism with customers, providingaccurate timely information, creating a platform for motivating customer citizenship behaviorand so on. Finally, the paper proposes future research directions.