Research On The Influence Of Customer-Oriented Prosocial Behavior Of Customer-Contact Employees On Customer Voice Behavior

As a hot topic in the field of organizational behavior,voice behavior plays an important role in the development of enterprises.On the one hand,it can help managers to break through the inertia thinking and innovate constantly.On the other hand,it can help managers to discover the problems in time,so it has been paid more and more attention by enterprise managers.However,it should be noted that in addition to the voice of employees,the role of customer's voice in the development of enterprises can not be ignored.As a kind of customer citizenship behavior,customer's voice can provide enterprises with solutions to some problems,improve the praise of products or services,enhance customer satisfaction,and promote customers' purchase intention and good reputation.Although customers can put forward their own opinions and suggestions to enterprises through various channels,a large number of customers still choose silence when they find problems or have innovative suggestions for enterprise development,and only a few customers will give their opinions and suggestions back to enterprises.How to guide customer's voice behavior and increase the frequency of customer's voice has become a problem to be studied.Based on the Social Identity Theory,this study explores the influence of customeroriented prosocial behavior of customer-contact employees on customer voice behavior.On the basis of literature review and semi-structured interviews,data were collected through questionnaire survey,and SPSS and AMOS software were used for empirical analysis.Finally,the following conclusions were drawn:(1)Customer-oriented prosocial behavior of customer-contact employees has a significant positive impact on customer voice behavior;(2)Customer-oriented prosocial behavior of customer-contact employees leads to customer suggestions by causing customer-company identification;(3)Political skills of customer-contact employees play a regulatory role between customer-oriented prosocial behavior and customer-company identification;(4)Political skills of customer-contact employees can not play a regulatory role between customer-company identification and customer voice behavior.Through the analysis of the conclusion,we can get the Enlightenment of promoting the customer's voice behavior by enhancing the customer-company identification,and suggest that the enterprise managers should pay more attention to and cultivate the customer-oriented prosocial behavior and political skills of the customer-contact employees.The main innovations are as follows:(1)Innovation of research content: This study focuses on the customer's voice behavior,integrates and supplements its connotation,measurement methods and influencing factors,and expands the relevant research of customer behavior.(2)Innovation of research perspective: This study introduces the theory of social identity,which provides a new theoretical perspective for the study of the influencing factors of customer voice behavior.(3)Innovation of research conclusion: This study not only verifies the positive impact of customer-oriented prosocial behavior of customer-contact employees on customer voice behavior,but also finds the positive regulatory role of political skills of customer-contact employees,and finds the boundary conditions for the application of customer-oriented Prosocial behavior.