A Study On Factors Affecting Customer Extra-role Behavior In Hospitality Industry

As the industrial structure has transformed from the "industrial economy" to "service economy", services are becoming increasingly important to measure the level of economic development of a country. Because of the customer universal participation in the production and delivery of services, the important role of consumer behavior in the creation of corporate performance are being paid more attention by businessmen and academics. Customers’roles in service delivery are reflected not only in in-role behavior of customer participation, but also through recommendations and other extra-role behavior. Active role behavior can bring no-cost competitive advantage while passive role behavior may inflict irreparable loss upon the enterprises. Therefore, exploring factors that influence customer extra-role behavior and carrying out targeted management have important practical significance for enterprises to strive for competitive advantage.Based on the relevant literature, this study defines the meaning of customer extra-role behavior; clears extra-role behavior including both adversely effect on corporate image. On this basis, combing the relevant literature, the article puts forward factors that influence customer extra-role behavior from the perspective of service participants, including customer personal factors as personality and customer satisfaction, service employee’s factors as citizenship behavior and service staff vandalism, service enterprises factors as service fairness perception. After a review of the relevant literature, the article proposes hypotheses, builds theoretical models of the relationships among customer personality, customer satisfaction, employee citizenship behavior, vandalism services, service fair perception and customer extra-role behavior.This study selects adult consumers who have had the experience of tour groups as research subjects. On one hand, customers can accurately judge the behavior of employees because of the long exposure time with guides; on the other hand, in the case of an employee corresponding number of consumers, service fair perception is more pronounced. Concluding consolidated result of previous studies and tourism behavior, this study prepares questionnaires and collects233valid questionnaires. By using SPSS sample empirical analysis, the following main conclusions are obtained:(1) Customers extra-role behavior includes four dimensions, namely customer assistance, customer feedback, customer recommendations and customer disclosures. Customer personal factors have significant positive effects on extra-role behavior. Among them, customers’personality exhibit extra-role behavior through feedback and recommended, customer satisfaction exhibit extra-role behavior through help and recommended.(2)Service employees’factors not only indirectly affect extra-role behavior by customer satisfaction, but also have a direct impact on its role. Specifically, staff feedback citizenship behavior has a significantly positive effect on customer assistance and services vandalism significantly affects extra-role behavior by whether to help the customer or not.(3)Service fair perception affects extra-role behavior through customer satisfaction. The three dimensions of fair perception all have significant positive impact on customer satisfaction, and then effect on the extra-role behavior.(4)Different consumer demographics result in different manifestations. Age, education and group travel experience have significant differences on their impact of extra-role behavior. While the difference between genders, occupation and monthly income are not obvious.