Research On The Influence Of Customer Participation Behavior On Customer Citizenship Behavior

Further adjustment of industrial structure and and upgrade of consumption structure in China contribute to the more and more important position of service industry in national economy. In recent years, the globalized trend of service industry is aggravated and service enterprises face a growing pressure, so enterprises gradually shift their focus to consumers. Great changes have taken place in the role of the customers:they have transformed from traditional buyers, consumers to the participants, cooperators and become the "some employees" of the enterprises. They participate in the production and service delivery process, provide information to service enterprises and interact with service employees. They even Show the customer citizenship behavior voluntarily:promoting the service, recommending services to others, and giving suggestions to the enterprises and so on. These behaviors of customers in the service will help improve the service efficiency and the brand awareness of enterprises, and will enhance the brand value. So it can enhance the competitiveness of enterprises finally.This paper studies customer participation behavior and customer citizenship behavior in the service based on the services background. Customer participation behavior is the behavior that customers must show in order to enjoy the services, and it includes four dimensions:prior preparation, information sharing, responsible behavior and interpersonal interaction; Customer citizenship behavior is the spontaneous, voluntary behavior and it also includes four dimensions:feedback, proposition, help and tolerance. By reviewing the related literature of customer participation behavior and customer citizenship behavior and using the ideas of emotional cognitive evaluation theory, emotional events theory and social exchange theory, this paper selects customer perceived service quality, customer positive emotions, customer satisfaction, customer trust, and customer commitment as intermediary variables and sets up a conceptual model of the influence of customer participation behavior on customer citizenship behavior in order to make the empirical study of this article.This paper totally includes six parts:The first one is introduction part including the research context, significance, contents, research methods and technology roadmap; The second part is a literature review, which makes a review of domestic and foreign scholars’ studies, including the research related to customer participation behavior, customer citizenship behavior and the intermediate variables involved in the influence of customer participation on customer citizenship behaviors; The third part is a conceptual model and hypotheses, which is based on the theory of literature to build a conceptual model and propose hypothesis; The fourth part is research design and data collection, which makes the questionnaire design, pre-testing, and modified questionnaire to collect data formally; The fifth part is the data analysis and discussion. It uses SPSS and AMOS statistical software to analyze scale reliability, validity, make hypotheses testing and disscuss the results. The sixth part is research conclusions and outlook, which summarizes the conclusions of this study, the appropriate management recommendations to the enterprises, and points out the limitations of the research and the outlook for the future research direction.