Research On The Impact On Customer Citizenship Behavior Exerted By The Service Quality Of Economical Hotel

As service industry, especially the rapid development of tourism industry.In recent years, Economical hotel has been developed rapidly.At the same time,the competition of hotel is more intense.The consumer’s sensitive degree with the service quality also improve gradually, more and more consumers began to call for the high quality of service. Service products not only contain of the tangible material products, but also filling the intangible service.customer quality sense mostly depend on the service quality.Based on relationship marketing, the characteristics of service product bigly increases the risk of consumer’s consumption. So consumers often look for varieties of ways to reduce the risk. In this process, more and more consumer tend to collect information from relatives or friends or other consumer of similar consumer’s experience, rather than hotel own marketing information. At the same time, the researchers found that,in the process of consumption,consumers in the hotel usually act as the hotel "staff" role, and formed a relationship with hotel, scholars have used the concept of organizational citizenship behavior to put forward "the customer citizenship behavior". In view of this, the author learn through if improve the service quality can guide and inspire customer citizenship behavior, make the consumers be hotel’s marketer, so as to increase the profit. But now, the service quality directly influence he customer citizen research is relatively short. Based on this,the relationship of service and customer relationship citizenship behavior study is very necessary.This study based on "Expectation-Disconfirmation"and " social exchange theory "as the support,service quality as the dependent variable, customer citizenship behavior as the independent variable.This paper discusses whether there is a direct causal relationship between service quality and customer citizenship behavior.This study adopts questionnaire survey method for empirical research,the checked economy hotel customers as the research main body,and use SPSS to analyze the data validity and reliability:use AMOS to analyze the path between service quality and customer citizenship behavior.get the following conclusions:(1)Economical hotel’s service quality includes tangible,reliability responsibility, assurance.ampathy and convenience. (2) China Economical hotel’s customer citizenship behavior also can be divided into the dimension of the recommendation, help other customer and feedback.(3)Tangible,Responsibility and Assurance and Convenience only affect parts of customer citizenship behavior dimentions.Reliability,Ampathy affect each dimension of customer citizenship behavior.(4) Economical hotel service quality directly influence the customer citizenship behavior, but the coefficients of impaction path is generally low.