The Effects Of Corporate Citizenship Behavior And Employee Citizenship Behavior On Customer Citizenship Behavior

Service production and consumption at the same time, the customer involved in the service process features determines the customer is an important cooperation producer service enterprises. Give full play to the customers "part-time employees" role, not only can reduce the production cost of enterprises, but also can enhance customer on service process control and satisfaction, reduce customer complaints. The economy market environment is more competitive, so customers as a hotel for long term success of a very important factor. Schneider and Bowen, point out that with the full play a role of customers, and customers to establish cooperation relations, in comparison with the enterprise of only treat customers as the enterprise product service end users necessarily bad behind in the competition.In recent years, scholars begin to pay close attention to customers as a "part-time employees" related areas of research. As a part-time staff, customers not only participate in the process of service production, but also can provide the following for the hotel’s behavior, such as to family, friends, colleagues, recommended hotel, help customers to buy other hotel products and services, to participate in the hotel for the customer’s market research, etc. Academia to these customer voluntary and spontaneous expression is conducive to the behavior of the hotel is called customer citizenship behavior. CCB in the customer value, the hotel plays an important role in value creation, effective management of customer behavior can help hotel development new competitive advantage. However, what factors will inspire the hotel CCB? Hotel, employees and customers own plays the role in formation process of customer citizenship behavior? Hotel citizenship behavior and the mechanism of action of employee citizenship behavior on customer citizenship behavior is what? These problems need to be solved academic.This study attempts to explore the hotel citizenship behavior and employee citizenship behavior influence on customer citizenship behavior. Then we build the customer citizenship behavior as the dependent variable, corporate citizenship behavior as the independent variable, employee organizational citizenship behavior, and customer trust as the mediating variable, customer identification and customer empathy for moderating variable research model. We in has carried on the questionnaire on high star hotel customers in quanzhou, xiamen, jinjiang for example bai xiang hotel, yuehua hotel, wandawenhua hotel, jinma hotel and so on. Through empirical research, we test the conceptual model and each hypothesis. Then we use SPSS17.0 and AMOS7.0 statistical software to analyze the data. The results show that(1) Corporate citizenship behavior of customer and employee citizenship behavior has significant positive influence on citizenship behavior, and customer trust partial intermediary corporate citizenship behavior and employee citizenship behavior positive influence on customer citizenship behavior;(2)Employee citizenship behavior part mediation the corporate citizenship behavior positive influence on customer citizenship behavior;(3)Customer empathy to employee citizenship behavior and the relationship between the customer citizenship behavior have significant regulation effect. According to the results of these studies, the author thinks that, to encourage customer citizenship behavior performance, high star hotel should be the good faith management, concerned about the interests of customers, performance for customer citizenship behavior, in order to win the trust of the customer, staff, we are as a service to the customer as the guide, to provide customers with quality services. In addition, the hotel in selecting cooperation with producers, can choose those rich empathy characteristics of customers.This article is divided into six chapters. The first chapter outlines the study purpose and significance; The second chapter comprehensive review of related literature; The third chapter puts forward the conceptual model, this paper discusses the theory basis of the conceptual model, and puts forward various hypotheses to test; The fourth chapter introduces the study of survey data collected; The fifth chapter introduces data analysis results; The sixth chapter discusses the results and overviews the conclusion, the contributions, limitations of the study, and future research direction of the academia.