Research On The Effect Of Customer-Company Identification In The Transformation Of Customer's Role Behaviors

As the Service Dominant Logic proposed, the roles and behaviors of customers for service companies is becoming increasingly important. Participation behaviors of service production and delivery and spontaneous acts of customers become everywhere.At present, the research about customer-company identification at home and abroad rarely involves the field of tourism, and some domestic scholars have already proved the role of customer satisfaction in the transformation of customer's role behaviors,studying the relationships among customer participation, customer satisfaction and customer citizenship behaviors. However, with increasingly fierce competition in the field of service industry, companies want to establish a foothold in the fierce competition, in addition to achieve customer satisfaction, but also should focus on one level of relationship quality deeper than customer satisfaction — — the customer-company identification.On the basis of the Service Dominant Logic ? Service Profit Chain and Social Identity Theory, the study summarizes the research about customer participation,customer-company identification and customer citizenship behaviors, defining the relevant concepts. On the basis of further carding relationships among customer participation, customer-company identification and customer citizenship behaviors, the study constructs the overall model of customer-company identification in the transformation of customer's role behaviors, and proposes hypothesis, to explore the effect of customer-company identification, thus providing guidance recommends for companies to improve customer-company identification and promote customer citizenship behaviors. Next, the reseacher collects data through questionnaires, does empirical research in the hotel industry, and uses SPSS and AMOS software for reliability and validity analysis, analysis of variance, and the overall model fitted, to verify the hypothesis.The empirical results indicate the direct positive impact of customer participation on customer citizenship behavior. There are direct positive impacts of customer's advance information searching behaviors on customer recommendation and customer helping behaviors, but it does not directly affect customer tolerance; responsible behaviors of customers can directly positive affect customer recommendation,customer helping behaviors, and customer tolerance; personal interaction of customerscan directly positive affect customer tolerance, but does not affect customer recommendation and customer helping behaviors. Secondly, there is a positive impact of customer participation on customer-company identification, and advance preparation and responsible behaviors of customers can positive affect customer-company identification, which provides companies the proposal of channels and methods to improve customer-company identification. Thirdly, there is a positive impact of customer-company identification on customer citizenship behaviors, and customer-company identification can directly stimulate customer recommendation,customer helping behaviors and customer tolerance. At last, customer-company identification plays a partial mediating role in the impact of customer participation on customer citizenship behaviors.