从顾客参与行为到顾客公民行为——服务中顾客角色行为的转化研究.pdfVIP

等草幡晴管 41 2012 年04 月 Apr..2012 (第 26 卷第04期) East China Economic Management (VoI.26 ,No.04) [DOI] 1O.3969/j.issn.l∞7-5097却l2.04.024 ·营销管理 从顾客参与行为到顾客公民行为 一一服务中顾客角色行为的转化研究 刘洪深1.2 ，汪涛1 ，张辉 l (1.武汉大学经济与管理学院湖北武汉 430072; 2. 长沙理工大学经济与管理学院，湖南 长沙 410114) [摘要]在服务生产和传递的互动中，顾客扮演着部分员工的角色，从而表现出角色内的顾客参与行为以及角色 外的顾客公民行为。然而，过去的研究片面地倒安于顾客参与行为或者顾客公民行为，而忽视了顾客这两种角色行为 的内在联系。为此，文章引入关系质量作为中介变量，对顾客角色行为的转化进行了实证研究，以期在理论和实践方 面有所贡献。 [关键词]顾客参与行为:顾客满意:顾客承诺;顾客公民行为 [中图分类号] F274 [文献标志码] A [文章编号] 1 ∞7-5097 (2012) 04--010字-{)(j From Customer Participation Behavior to Customer Citizenship Behavior --The Translatiooal Research 00 Role Behavior of Customers io Service LIU Hong-shen 2 , WANG Tao , ZHANG Hui (1. Economics and Management School , WuHan Univers时， Wuhan43ω72 ， China; 2. School 0/Economics and Management , Chα咆Sha University 0/Science and Technology , Chongsha 4 /0 114 , China) Abstract: Customers play 国 partial employees during the service production and delivery , exe此 customer participation behaviors and customer citizenship hehaviors. However , the past researches partly placed emphasis on customer participation hehaviors or customer citizenship behaviors , they i伊ored the inner link of the two kinds of behaviors. Therefore. 出is paper introduces relationship quality as the mediation variable and study the transformation of customer胃. role hehaviors. and hopes to make a contribution to both theory and practice. Key words: customer participation behavior; customer satisfaction; customer commitment; customer citizenship behavior 助真他顾客等等，这都是顾客公