Exploring Customer Citizenship Behavior Through Customer-Organization Identification

被引：0

作者：

Xie, Lishan ^{[1
]}

Zhang, Wenxuan ^{[1
]}

Guan, Xinhua ^{[2
]}

Huan, Tzung-Cheng ^{[3
]}

机构：

[1] Sun Yat Sen Univ, Sch Business, Guangzhou 510275, Peoples R China

[2] Guangdong Univ Finance & Econ, Sch Culture Tourism & Geog, Guangzhou 510320, Peoples R China

[3] Natl Chiayi Univ, Dept Mkt & Tourism Management, Chiayi City 600023, Taiwan

来源：

SERVICE SCIENCE | 2024年 / 16卷 / 01期

基金：

中国国家自然科学基金;

关键词：

customer-organization identification; customer-employee identification; customer citizenship behavior; customer-employee trust; CORPORATE SOCIAL-RESPONSIBILITY; CONSUMER-BRAND IDENTIFICATION; COMPANY IDENTIFICATION; INTERGROUP RELATIONS; MODERATING ROLE; TRUST; IDENTITY; LOYALTY; COMMITMENT; SATISFACTION;

D O I：

10.1287/serv.2021.0051

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper aims to investigate the influence of customer-organization identification from a customer-employee relationship perspective. Specifically, this paper examines the mediating effects of the customer-employee identification and customer-employee trust between the relationship between customer-organization identification and customer citizenship behavior. Based on social identity theory, this paper builds a research framework that is empirically tested using a sample of 465 patients or their families from one of the largest high-level hospitals in China. Structural equation modeling and a bootstrapping method were adopted to test the model and the mediation effects. Results of data analysis reveal that customer-organization identification has a direct positive influence on customer citizenship behavior, and customer- employee identification and customer-employee trust have positive mediation effects between customer-organization identification and customer citizenship behavior.

引用

页码：55 / 68

页数：15

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