A Study On The Relationship Among Bank Employees’ Psychological Empowerment,service Quality,customer Value And Customer Citizenship Behavior

As the bank played a special role in the service enterprise, it faced the double pressure from competitors and customers. With the international financial integrating and the interest rate marketization reforming, our country’s bank faced more serious competition. For the purpose of geting sustainable development, the bank should strengthen their competitive advantage. Employees’ psychological empowerment can significantly improve the bank employees’ service quality, and improve customer value, then the customer can show their customer citizenship behavior, such as to help other customers solve problems in service, and actively feedback advice to the bank, and so on. However, thus far the researches among customer citizenship behavior was not enough.Based on the social exchange theory, this research used the questionnaire survey, we took 303 employees and their customers from 8 Banks in Hunan Province as objects, The questionnaires used employees and the customers they had served paired into groups to collect data. In order to investigate the effect of bank employees’ psychological empowerment to customer citizenship behavior, and the effect of service quality and customer value work in it, this research used statistical software such as SPSS, then correlation analysis, factor analysis, regression analysis and mediating effect test were used in the study, too. The results showed that:(1) Employees’ psychological empowerment had a positive effect on service quality, while the employees’ psychological empowerment was higher, the quality was higher;(2) Employees’ psychological empowerment had a positive effect on customer citizenship behavior, while the employees’ psychological empowerment was higher, the customer was more willing to show their customer citizenship behavior;(3) Service quality was the part mediating variable in the relationship between employees’ psychological empowerment and customer citizenship behavior;(4) Customer value positively moderated the relationship between employees’ psychological empowerment and customer citizenship behavior, That means the positive effect was stronger when the quality was higher;(5) Customer value acted as a moderated-mediator which mediated the relationship between employees’ psychological empowerment and customer citizenship behavior.Finally, we discussed the limitations of our study and the suggestion of the future research.