The Effects Of In- And Extra-role Service On Customer Satisfaction And Loyalty

In this research identify in-role and extra-role service and developed the scale for each based on Chinese retailing industry. In this research, first introduce the background of the research, and then put forward the hypotheses based on the review of the references, and include a research model. Then test the mediating effects of customer satisfaction and loyalty, and further compared the effects of in-role service with extra-role service on the customer satisfaction and loyalty.This research carried the questionnaire survey and the sample was the customers from a supermarket in Shenzhen. The data was analyzed with SPSS 13.0 and Amos 7.0. First, test the service scale, the reliability (α) of the factors of the dimensions are between 0.65～0.83, the reliability and validity of the scales were assessed, so the scale is qualified; Then test the model of service after control the variables of age, gender, education and salary, evidence suggested that both in-role and extra-role service were positively associated with customer satisfaction and loyalty. Opposite to our assumption, the in-role service had a stronger effect on customer satisfaction and loyalty than extra-role service, which means not the more, the better. And we found customer satisfaction and customer loyalty both mediated the relationship between service and customer purchasing behavior.