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The Effect of Customer Justice Perception on Customer Citizenship Behavior in Different Service Environment

Author: YiMeiLing
Tutor: GaoRen
School: Huazhong Agricultural University
Course: Business management
Keywords: Service fairness Customer citizenship behavior The realistic and network service environment
CLC: F224
Type: Master's thesis
Year: 2010
Downloads: 158
Quote: 1
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Abstract


Service intangibility, inseparability, can not be saved and volatility characteristics, customer difficult to evaluate their quality, often compared with their own past experience or the experience of other customers to evaluate the service excellent service fairness inferior. Customer citizenship behavior conducive to the establishment of promotion of corporate services and customer loyalty, service fairness is one of the important antecedents. Fair sexy known to enhance customer to be able to effectively protect the quality of service, and thus stimulate customer citizenship behavior, for companies to attract, retain and develop customers to increase competitiveness, however, this pathway in the side of the traditional consumer channels and e-commerce environment focus may differ because of the different characteristics of the two trading environment. Based on this, we combed the previous service fairness, customer citizenship behavior theory and research status quo mainly to the relationship between the two variables reality and network services environment, combined with the actual characteristics of the clothing consumption, focusing on different service environment customer perceived service fairness customer citizenship behavior. By drawing on the absorption and innovation, a set of suitable clothing consumer industries fairness and customer citizenship behavior scale. Its main contents include: the dimension of the structure of the service fairness and customer citizenship behavior two variables in apparel consumption; different service environment service the fairness of the four dimensions of customer citizenship behavior analysis; different service environment customer perceived service fairness Customer citizenship behavior, as well as differences in the relationship between them. The form of a survey by the field, network and other channels 294 questionnaires, 275 valid questionnaires, the data were analyzed using the SPSS. After a rigorous analysis of the data, draw the main conclusions of this paper: (1) clothing consumer customer perceived fairness variables reality environment and network service environment results justice, procedural justice, fair exchanges and information fair four dimension. (2) in clothing consumption reality and network services environment, customer citizenship behavior contains recommended to help others and feedback three dimensions. (3) in the apparel consumer customer perceived service fairness of the four dimensions of reality and network service environment and customer citizenship behavior as a whole has a significant positive correlation between these relationships more closely, but in the network service environment . (4) in a different environment, customer perceived service fairness four dimensions and three dimensions of customer citizenship behavior there are significant differences in the real service environment respondents reflect higher service fairness Perception and the wishes of the customer citizenship behavior. (5) in a different environment, customer perceived service fairness customer citizenship behavior differences. Network service environment, customer perception of procedural fairness is an important factor to influence customer citizenship behavior intentions, which factors in the real environment of customer citizenship behavior is not significantly affected.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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