The Effect Of Customer Participation On Customer Citizenship Behavior

In the context of the new normal economy,industrial upgrading,structural adjustment and innovative development have become the main features of national economic development.At the same time,with the improvement of per capita disposable income and the change of people’s consumption concept,the role of the service industry in the development of the national economy has become increasingly significant,but the competition encountered has become increasingly fierce.In recent years,in terms of marketing strategy,in addition to vigorously improving product quality and supplier channels,service enterprises have gradually shifted their focus to customer-centric management,focused on customer participation in the entire consumption process,improved service quality,and gradually turned customers into participants in the enterprise value creation process,becoming "part-time employees" of the enterprise.They spontaneously propagandize for the enterprise to others,help other customers solve the problems in service,and take the initiative to propose optimization and upgrading suggestions to the enterprise.These actions shown by customers are customer citizenship behaviors studied in this paper,which can enable enterprises to gain greater competitive advantage without paying costs,better enhance the brand value of enterprises,and further enhance the competitiveness of enterprises.In the research of marketing theory,customer participation and customer citizenship behavior have always been at the core,and the research of department scholars has proved that there is a close relationship between them,and there is a positive correlation.Although many scholars at home and abroad have explored and studied the relationship between customer participation and customer citizenship behavior from the perspective of customer perceived value,customer satisfaction,customer psychological empowerment and other variables,and research has proved that there is a positive impact on the relationship between customer participation and customer citizenship behavior,such research is still relatively insufficient in China,and few scholars explore the relationship between customer participation and customer citizenship from the perspective of service quality(technical quality,functional quality and service environment).On the premise of the existing research,based on relational marketing theory and social exchange theory,this paper constructs the relationship model between customer participation and its three dimensions(interpersonal interaction,information sharing and cooperative production),service quality and its three dimensions(technical quality,functional quality and service environment)and customer citizenship behavior,and puts forward relevant research assumptions.Through literature review and theoretical analysis,this paper conducts relevant empirical analysis on the questionnaire survey of 369 sample customers in the beauty service industry.The conclusions of this study are as follows:(1)Customer participation and its three dimensions of interpersonal interaction,information sharing and cooperative production have significant positive effects on service quality;(2)Customer participation and its three dimensions of interpersonal interaction,information sharing and cooperative production have a significant positive impact on customer citizenship behavior;(3)Service quality and its three dimensions of technical quality,functional quality and service environment have a significant positive impact on customer citizenship behavior;(4)Service quality,its functional quality and service environment play a part of intermediary role in the relationship between customer participation and customer citizenship behavior.Based on this,this paper puts forward countermeasures and suggestions to strengthen personnel management and improve service quality,and then improve customer citizenship behavior,and discusses the marketing management practice of China’s service-oriented enterprises from a theoretical perspective,with a view to promoting enterprise development.