顾客参与、心理授权和顾客公民行为的关系研究

摘要在服务过程中,顾客参与对增强顾客心理授权并激发顾客公民行为有积极促进作用。通过理论分析及对培训业企业420个样本顾客的问卷调查和结构方程模型分析发现,顾客参与的信息共享、人际互动和合作生产维度对顾客心理授权的选择权、知情权和影响力维度及顾客公民行为均有显著正向影响;顾客心理授权的选择权和影响力维度对顾客公民行为有显著正向影响,并在顾客参与三维度和顾客公民行为关系中起部分中介作用。

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	范钧
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关键词：顾客参与顾客心理授权顾客公民行为

Abstract： In the process of services, customer participation has a positive effect on enhancing customer psychological empowerment and inspiring customer citizenship behavior. Based on theoretical analysis, in addition the questionnaire survey of 420 customers of training industry and structural equation model analysis, it is found that 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. Among three dimensions of psychological empowerment, the right to option and influence have a significant positive impact on customer citizenship behavior and have a partial mediating effect on the influence of the various dimensions of customer participation and customer citizenship behavior.

Keywords： Customer Participation Customer Psychological Empowerment Customer Citizenship Behavior

收稿日期 2015-11-12; 接受日期 2015-11-12;

基金资助:国家社会科学基金项目(14BGL197)

作者简介: 范钧(1974- ),男,浙江慈溪人,教授、博士研究生导师,主要从事市场营销、服务创新研究;付沙沙(1989- ),女,山东新泰人,硕士研究生,主要从事市场营销研究;葛米娜(1983- ),女,山西阳泉人,博士研究生,主要从事服务创新研究。

引用本文:

范钧, 付沙沙, 葛米娜.顾客参与、心理授权和顾客公民行为的关系研究[J]. 经济经纬, 2015,6: 89-94

FAN Jun, FU Sha-sha, GE Mi-na.A Study on the Relationship of Customer Participation, Psychological Empowerment and Customer Citizenship Behavior[J] Economic Survey, 2015,V32(6): 89-94

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2015/V32/I6/89