Customer Participation On Customer Satisfaction And Customer Citizenship Behavior Research

Customer satisfaction can bring corporate stronger competitive advantages and higher market share, so it has been the focus of attention of theory researchers and marketing practitioners, and is an important objective of marketing. At present, customer satisfaction index of the domestic travel is the minimum, from the industry perspective:customers have the lowest satisfaction towards travel agents. As can be seen, travel agents'service is more prominent issue to customer satisfaction. Different from tangible products, an important feature of servce is customer participation. This article is based on the characteristics of customer participation to explore the antecedents and consequences of customer satisfaction, aimed at offering travel agencies some theory evidence for customer service and customer management.First, the relevant literatures about customer participation, customer satisfaction, customer citizenship behavior are reviewed. Secondly, based on the relevant theory and previous studies, this paper divides the customer citizenship behavior into citizenship behavior towards organization, citizenship behavior towards service worker, citizenship behavior towards other customers. The relation model among customer participation, customer satisfaction and customer citizenship behavior is also built. Then, through the empirical studies of team Tour, this paper mainly found the following conclusions:(1) The idea of dividing customer citizenship behavior under the new perspective is available. Based on the different direct beneficiaries of behavior, customer citizenship behavior can be divided into citizenship behavior towards organization, citizenship behavior towards service worker and citizenship behavior towards other customers.(2) Customer participation had a positive impact on customer satisfaction. Information sharing and personal interaction both have a positive impact on customer satisfaction, however, personal interaction has a larger influence; Responsible behavior has no significant effect on customer satisfaction.(3) Customer satisfaction has a positive impact on customer citizenship behavior. Customer satisfaction has a positive impact towards all kinds of citizenship behavior; the descending order of impact is citizenship behavior towards organization, citizenship behavior towards service worker, citizenship behavior towards other customers.Finally, this paper summarized the theoretical contributions and practical inspiration, pointed out the limitations of this study and put forward some suggestions for future research.