Research On The Relationship Between Customer Perceived Support And Customer Citizenship Behavior During Service Contact

Service industry occupies a very important position in world economic growth, with the development of global economy, service industry competition is increasingly intensified. In order to obtain competitive advantage, promote enterprise development, service companies pay more attention on the customer. Customers are no longer passive service recipients during the service contact, they active participate in service production and delivery process, they interact with the service personnel, help other customers to solve their confusions, put forward improvement opinions for enterprise service, propagandize service to others and so on. At the same time, these positive and active of customers not only can make the customers obtain the psychological satisfaction but also help service enterprises form competitive edge which is difficult to imitate, improve the competitiveness of the enterprises greatly.In this paper, under the background of service industry, takes the theory of social exchange and interpersonal weak connection theory as the theoretical basis, divides customer perceived support into emotional support and instrumental support, divides customer commitment into calculative commitment and affective commitment, builds a theoretical model among customer perceived support, customer commitment, customer participation behavior and customer citizenship behavior, brings in consume type as a moderator variable, by means of standardized empirical research attempts to reveal the relationship between customer perception support and customer citizenship behavior.The full text includes six parts, the first part is introduction, mainly introduces the research background, meaning, content, method and technical route; The second part is the literature review, which is the review of current research results of domestic and foreign scholars in this field; The third part puts forward the construction of theoretical model and research hypothesis, through literature review and theoretical deduction to build theoretical model for this paper, based on above this study puts forward the design idea and research hypothesis; The fourth part is the data analysis and hypothesis testing, this study adopts the method of questionnaire survey to collect data, uses SPSS 18.0 and AMOS 21.0 statistical software for data analysis and hypothesis testing; The fifth part is the result discussion and management implications, this study makes a detailed explanation to the empirical analysis results, and according to the research conclusions, this study puts forward some management suggestions for service enterprise, so that they can guide and optimize customer behaviors; The sixth part is the research summary and outlook, on the basis of comprehensive summary, this study further illustrates the limitations of this study and future research direction.