The Effect Of Customer Participation On Customer Citizenship Behavior

In the21th century, the competition of enterprises is undergoing big changes.Competition of outside resource has taken the place of competition of resource inside theenterprise. The management model is shifted from enterprise-centered management tocustomers-centered management. The key of success of competition among enterprises inthe future is how to take full advantage of social resources, especially customers’capabilities and resources. In the modern service industry, it is fading that boundarybetween customers and employees. Some customers are willing to recommend products toothers through word of mouth for the companies and help to solve problems of othercustomers during the services. Moreover, it is very possible that customers can use theirtalents to point out shortages of products, and then give suggestions and advice to themanagers. Above all behaviors are customer citizenship behavior which is studied in thispaper.Firstly, the author reviews the literature about Customers Participation, PerceivedCustomer Value, and Customer Citizenship Behavior. Secondly, relationships among theseconcepts are modeled to investigate the influence mechanism of Customers Participation onCustomer Citizenship Behavior And the hairdressing is picked as research industry, then thetheory model is tested by the Structural Equation Modeling using the data collected throughquestionnaire survey. At last, the influence mechanism is expounded based on the results oftheoretical analysis and empirical research.The results reveal that Customers Participation has significant positive effect onPerceived Customer Value. And three of dimensions of Customers Participation,information sharing, human interaction and cooperative behavior, have positiverelationships towards to Perceived Customer Value. But Advance Preparation does not havethe same effect to Perceived Customer Value which has significant positive influence onCustomer Citizenship Behavior. Though Perceived Customer Value affects notablyRecommendation, Feedback of Customer Citizenship Behavior, there is not positiverelationship between Help-others of Customer Citizenship Behavior and PerceivedCustomer Value. And Trust has significant positive effect on all of three dimensions ofCustomer Citizenship Behavior.In the end, according to the consequences, the contributions of theory and inspirationsin the management are presented. Hope that the research can be helpful for the situation that there are not many empirical studies about Customers Citizenship Behavior, and the resultswould give some suggestions to domestic service enterprises in the realistic management.