A Study Of The Impact Of The Perception Of The Service Climate Concerned On Customer Citizenship Behavior

In recent years,The point of view that the customer is part of the service enterprise employees is more and more attention and recognition.In the course of service activities, in addition to employees outside the corporate human resources are an important part of the company’s customers have become "part-time employees",customers will be able to be like full-time employees exhibit the same citizenship behavior.Customer citizenship behavior brings to the enterprise growing value and has gradually attracted widespread concern from domestic and foreign academic circles for its abilities to bring a low-cost and even no-cost competitive advantage for enterprise. "S-O-R" model and the social exchange theory as the theoretical basis for building the research model in this paper,from the customer perspective, research the effects of service climate on customer citizenship behavior, and introduce the intermediary factors which is consumption emotion and customer satisfaction to explore its indirect effect.This study used questionnaires to conduct customer surveys,607 surveys were collected data to SPSS 19.0 tools to analyze and conduct reliability and validity testing, and finally structural equation modeling software AMOS 17.0 was used to confirm and revise the theoretical model.The research found that the perception of the service climate concerned for customer has significant positive influence on customer citizenship behavior through the indirect effects of the two variables which are positive emotion and customer satisfaction. The perception of the service climate concerned for customer has significant positive influence on both positive emotion and customer satisfaction.Both positive emotion and customer satisfaction have significant positive influence on customer citizenship behavior,and between positive emotion and customer citizenship behavior customer satisfaction plays a role in the indirect effects.In addition,demographics characters for customer citizenship behavior were no significant difference.