服务环境感知与顾客公民行为倾向关系的实证研究必读.PDFVIP

第33 卷第9期 东 北 大 学 学 报 ( 自 然 科 学 版 ) Vol33, No. 9 2012 年 9 月 Journal of Northeastern U niversity( Natural cience) ep. 2 0 1 2 宋 扬, 马钦海 ( , 110819) : , , , , : ; ; , : ; ; ; ; : F 719. 3 : A : 1005-3026(2012) 09-1353-04 Empirical Research on the Relationship Between Perceived Servicescape and Customer Citizenship Behavioral Intention S ON G Yang , M A Qin-hai ( chool of Business Administration, Northeastern Universit y, henyang 110819, China. Corresponding author: ONG Yang, E-mail: sysycrissa @ 163. com) Abstract: In order to study the relationship betw een perceived servicescape and customer citizenship behavioral intention, the concept model among perceived serviceescape, customer emotion, perceived service quality and customer citizenship behavior in a restaurant was theoretically established based on the environmental psychology. The proposed concept model and hypotheses w ere tested by the structural equation, w hich made the following three conclusions. T he first, the perceived servicescape w ill influence the customer citizenship behavioral intention through customer emotions. T he second, customer positive emotion has a stronger influence on customer citizenship behavioral intention than that of the customer negative emotion. And the third, restaurant level has moderate effect between perceived servicescape and customer emotion. T his study provids the theory basis for enterprises adjusting the servicescape to prompt the produce of customer citizenship behavior. Key words: customer citizenship behavior; servicesc