MOM  >> Vol. 7 No. 3 (August 2017)

    The Research on the Influence of Customer-to-Customer Interaction on Customer Citizenship Behavior

  • 全文下载: PDF(541KB) HTML   XML   PP.76-84   DOI: 10.12677/MOM.2017.73010  
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杜喻东,刘洪深:长沙理工大学,湖南 长沙

顾客间互动社会情感性支持工具性支持顾客公民行为Customer-to-Customer Interaction Socio-Emotional Support Instrumental Support Customer Citizenship Behavior



Customers carry multiple roles in the process of service delivery and productive consumption; inev-itably there is a certain degree of customer participation in any service. In most service environ-ments, customers together accept service or co-create service; it’s also possible for them to wait for other customers to enjoy the service in the service environment. The customers are physically pre-sent in service area in the above circumstances, which may reduce or enhance other customers’ perception of the service quality; in many cases, customers do even interact with other customers in addition to people in the service environment. The basic content of this study mainly focuses on how customer-to-customer interaction has an influence on customer citizenship behavior around the relationship between customer interactions, socio-emotional support, instrumental support and customer citizenship behavior. This study adopts questionnaire method and does empirical anal-ysis for sample data through AMOS. The results reveal that customer-to-customer interaction has positive impacts on customer citizenship behavior. Meanwhile, socio-emotional support and in-strumental support act as the mediator between customer-to-customer interaction and so-cio-emotional support.

杜喻东, 刘洪深. 顾客间互动对顾客公民行为的影响研究[J]. 现代市场营销, 2017, 7(3): 76-84.


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