A Study On The Relationship Of Customer Participation, Customer Psychological Empowerment And Customer Citizenship Behavior

Customer Citizenship Behavior (CCB) make it be possible that companies can obtain the competitive advantage without cost. Because CCB is a kind of spontaneous behavior of customers, it has a higher requirement on both the customer-enterprise relationship, the organizational culture of enterprises and customers’ psychological state. But most enterprises are limited by own resources、long-term mindset and the background of service enterprises, they cannot understand the relationship between the customer and the enterprise correctly. Enterprises don’t pay attention to the participation of customers and ignore customers’ perceived service process control psychologically during the whole service process, so CCB cannot be stimulated. At last, enterprise performance is affected. The study built the influence mechanism of the Customer Participation to the Customer Psychological Empowerment and Customer Citizenship Behavior.After a comprehensive analysis of the related research about customer participation、customer psychological empowerment and customer citizenship behavior, the paper proposed the hypothesis. In this study, customer participation is made up of information sharing、 interpersonal interaction and co-production. Meanwhile, customer psychological empowerment is divided into the right to option, information and influence. On the basis of the given analysis,we built a theoretical model, it includes customer participation、customer citizenship behavior and customer psychological empowerment.Based on theoretical analysis, in addition the questionnaire survey of420customers of training industry and structural equation model analysis, it is found that:(1) Three dimensions of customer participation all have a significant positive impact on customer citizenship behavior and customer psychological empowerment, including the right to option, information and influence;(2) Three dimensions of customer participation all have a significant positive impact on customer citizenship behavior;(3) Among three dimensions of psychological empowerment, the right to option and influence have a significant positive impact on customer citizenship behavior;(4) Psychological empowerment has a partial mediating effect on the influence of the various dimensions of customer participation and customer citizenship behavior.The research has some innovations both on content and perspective. Firstly,in terms of research content, the research concentrated in the influence on enterprise performance and relationship quality. From the perspective of the customer psychology, the research studies customer’s control sense during the service and its influence on CCB; Secondly, the research perspective has some innovative, previous research analyzed the influence factors of CCB from the business perspective. This paper studies the influence of customer participation on CCB in psychological perspective.