论文部分内容阅读
顾客的公民行为是指顾客自发、自愿地向其他顾客推荐,帮助其他顾客,向企业提供意见和建议等对企业有利的行为。顾客的公民行为不仅能够提高企业的经营绩效还能够降低企业的营销成本。随着网络以及服务业的迅速发展,顾客参与服务传递的程度越来越高。越来越多的企业把顾客看作是企业人力资源的一部分进行管理,借此提高企业自身的价值利益,增强企业的竞争实力。有效管理顾客公民行为成为企业的一种战略优势。文章对顾客公民行为的概念内涵、测量维度、影响因素以及顾客公民行为的作用进行国内外文献梳理及述评,指出现有文献研究中的不足,并对顾客公民行为未来研究趋势进行展望。
Customer’s civic behavior refers to the customer’s spontaneous and voluntary recommendation to other customers, to help other customers, to provide advice and suggestions to the enterprise beneficial behavior. Customer’s citizenship behavior can not only improve the business performance but also reduce the marketing cost of the enterprise. With the rapid development of network and service industry, customers are becoming more involved in service delivery. More and more enterprises regard customers as part of their human resource management, in order to improve their own value and benefits and enhance their competitive strength. Effective management of customer citizenship has become a strategic advantage of the business. The article reviews and analyzes the connotation, measurement dimension, influencing factors and the role of customer citizenship in customer citizenship. The article points out the shortcomings in existing literature research and prospects the future research trend of customer citizenship behavior.