【摘要】：顧客的行為包括角色內(nèi)行為和角色外行為。所謂角色內(nèi)行為,是指與購買和使用有關(guān)的行為;而角色外行為則是指與購買和使用無關(guān)的行為,如口碑推薦、服務(wù)提升建議、引導(dǎo)其他顧客等行為。學(xué)者們把顧客超越角色內(nèi)行為而自愿做出對企業(yè)有利的角色外行為定義為顧客的公民行為。顧客的公民行為不僅可以降低企業(yè)的生產(chǎn)及營銷成本,還可以提高顧客的滿意度,減少顧客的抱怨。隨著經(jīng)濟(jì)的發(fā)展,市場競爭越來越激烈,越來越多的企業(yè)把顧客視為自身獲得長期競爭優(yōu)勢的一個非常重要的因素,僅僅把顧客當(dāng)作產(chǎn)品使用者或服務(wù)享受者的企業(yè)最終會在市場競爭中處于劣勢。正是因?yàn)轭櫩偷墓裥袨樵谄髽I(yè)經(jīng)營中日益凸顯的作用,使其已經(jīng)成為學(xué)術(shù)界和實(shí)務(wù)界研究的焦點(diǎn)。企業(yè)社會責(zé)任具有暈輪效應(yīng)和溢出效益,對顧客的行為有著積極的影響,并通過這種效應(yīng)對周邊的顧客產(chǎn)生影響。社會交換理論認(rèn)為,當(dāng)感知到企業(yè)的社會責(zé)任行為時,顧客會感覺直接或者間接的從中受益,并因此產(chǎn)生回報的意愿,比如通過反饋、推薦、幫助、容忍等行為來對企業(yè)的社會責(zé)任行為做出回應(yīng)。根據(jù)社會交換理論可知,當(dāng)感知到企業(yè)的社會責(zé)任行為時,顧客趨向于做出有利于企業(yè)的行為,即企業(yè)社會責(zé)任有助于顧客產(chǎn)生公民行為。通過文獻(xiàn)梳理發(fā)現(xiàn),以往學(xué)者的研究更多的集中在對顧客角色內(nèi)行為的研究,而鮮有涉及顧客角色外行為。因此,本文研究顧客公民行為,亦即顧客角色外行為,具有十分重要的意義。本文首先對相關(guān)文獻(xiàn)進(jìn)行梳理,界定了企業(yè)社會責(zé)任、顧客企業(yè)認(rèn)同和顧客公民行為的概念,提出了研究的切入點(diǎn)。以前人的研究文獻(xiàn)和相關(guān)理論為基礎(chǔ),對顧客感知的企業(yè)社會責(zé)任、顧客企業(yè)認(rèn)同、顧客公民行為的關(guān)系進(jìn)行理論分析,提出研究假設(shè),并且構(gòu)建了顧客感知的企業(yè)社會責(zé)任、顧客企業(yè)認(rèn)同、顧客公民行為的理論模型。借鑒前人的研究成果,本文編制了顧客感知的企業(yè)社會責(zé)任、顧客企業(yè)認(rèn)同、顧客公民行為的測量量表,設(shè)計了研究問卷,并選取消費(fèi)者比較熟悉和了解的互聯(lián)網(wǎng)企業(yè)作為目標(biāo)評價企業(yè);最后,通過問卷調(diào)查的方式獲得本文研究所需數(shù)據(jù)。本文采用因子分析、相關(guān)分析和結(jié)構(gòu)方程分析等方法,運(yùn)用SPSS 22.0和AMOS21.0對所收集的數(shù)據(jù)進(jìn)行處理,從而驗(yàn)證本文的假設(shè)。最后,本文得出了以下主要的結(jié)論:(1)顧客感知的企業(yè)社會責(zé)任對顧客公民行為有顯著的正向影響,其中,顧客責(zé)任對顧客的反饋行為、推薦行為、幫助行為有顯著的正向影響,對顧客的容忍行為影響并不顯著;社區(qū)責(zé)任對顧客的反饋行為、推薦行為和幫助行為都有顯著的正向影響,對顧客的容忍行為影響并不顯著;環(huán)境責(zé)任對顧客公民行為的四個維度都具有顯著的正向影響;(2)顧客感知的企業(yè)社會責(zé)任對顧客企業(yè)認(rèn)同具有顯著的正向影響,且顧客責(zé)任、社區(qū)責(zé)任和環(huán)境責(zé)任三個分維度對顧客企業(yè)認(rèn)同也具有顯著的正向影響;(3)顧客企業(yè)認(rèn)同正向的影響顧客公民行為,且顧客企業(yè)認(rèn)同亦正向影響顧客的反饋行為、推薦行為、幫助行為和容忍行為;(4)顧客感知的企業(yè)社會責(zé)任又通過顧客企業(yè)認(rèn)同對顧客公民行為產(chǎn)生影響,即顧客企業(yè)認(rèn)同在顧客感知的企業(yè)社會責(zé)任與顧客公民行為中起到中介作用;顧客企業(yè)認(rèn)同在顧客責(zé)任、社區(qū)責(zé)任與顧客的反饋行為、推薦行為、幫助行為之間起到完全中介作用,在環(huán)境責(zé)任與推薦行為中起到部分中介作用,在環(huán)境責(zé)任與反饋行為、幫助行為和容忍行為中起到完全中介作用。根據(jù)上述研究結(jié)論,并結(jié)合互聯(lián)網(wǎng)企業(yè)的實(shí)際情況,本文提出了以下管理啟示:(1)企業(yè)應(yīng)該積極的承擔(dān)社會責(zé)任,包括顧客責(zé)任、社區(qū)責(zé)任和環(huán)境責(zé)任,以此來提高自身的核心競爭力;(2)企業(yè)應(yīng)該加強(qiáng)與顧客的溝通,讓顧客詳細(xì)的了解企業(yè)社會責(zé)任的履行情況,以提高顧客對企業(yè)的認(rèn)同感;(3)加強(qiáng)顧客公民行為的管理,企業(yè)應(yīng)該采取一些激勵措施鼓勵顧客更多的表現(xiàn)出公民行為。
[Abstract]:The behavior of the customer includes the internal behavior of the character and the external behavior of the character. In-role behavior refers to behaviors related to purchase and use; and external actors refer to behaviors unrelated to purchase and use, such as word-of-mouth recommendation, service promotion suggestions, and other customers. Scholars have voluntarily defined the role outside the role of the enterprise as the citizen behavior of the customer. The customer's citizen behavior can not only reduce the production and marketing cost of the enterprise, but also improve the customer's satisfaction and reduce the customer's complaint. With the development of economy, the market competition becomes more and more fierce, and more and more enterprises regard customers as a very important factor to gain long-term competitive advantage. It is because the customer's citizen behavior becomes more and more prominent in the enterprise management, so it has become the focus of research in the academia and practice circles. Corporate social responsibility has halo effect and spillover effect, has a positive influence on the behavior of customers, and influences the customers around the periphery through this effect. Social exchange theory holds that when the social responsibility behavior of an enterprise is perceived, the customer can benefit from it directly or indirectly, and thus generate the will to return, such as by feedback, recommendation, help, tolerance, etc. to respond to the social responsibility behavior of the enterprise. According to the theory of social exchange, when the social responsibility behavior of the enterprise is perceived, the customer tends to make the behavior beneficial to the enterprise, that is, the corporate social responsibility helps the customer to generate the citizen's behavior. Through the research of literature, it is found that previous scholars have focused more on the study of behavior in customer role, but seldom involved in the behavior of customer's role. Therefore, it is very important to study the behavior of customer's citizens, that is, the behavior outside the customer's role. This paper first combs the relevant literature, defines the corporate social responsibility, the customer's identity and the concept of customer's citizen's behavior, and puts forward the entry point of the research. Based on the previous research literature and relevant theories, the relationship between corporate social responsibility, customer enterprise identity and customer's behavior is analyzed theoretically, and the research hypothesis is put forward, and the customer-aware enterprise social responsibility and customer enterprise's identity are constructed. The theoretical model of customer's citizen's behavior. By referring to the previous research results, this paper has prepared the customer-aware enterprise social responsibility, customer enterprise identity, customer citizenship behavior measurement scale, designed the research questionnaire, and selected the Internet enterprise that the consumer is familiar with and understood as the target evaluation enterprise; finally, The data required by this study is obtained by means of questionnaire. In this paper, the method of factor analysis, correlation analysis and structural equation analysis is adopted to process the collected data by SPSS 10.0 and SPCS21.0, thus the hypothesis of this paper is verified. Finally, the following main conclusions are drawn: (1) The customer-perceived corporate social responsibility has a significant positive influence on the behavior of customers, among which the customer's responsibility has a significant positive influence on the customer's feedback behavior, recommendation behavior and help behavior. There is no significant impact on the customer's tolerance behavior; community responsibility has a significant positive impact on customer feedback behavior, recommendation behavior and help behavior; the influence of environmental responsibility on customer's behavior is not significant; environmental responsibility has a significant positive impact on the four dimensions of customer's citizen behavior; (2) The customer's perceived corporate social responsibility has a significant positive impact on the customer's corporate identity, and the customer's responsibility, community responsibility and environmental responsibility have a significant positive impact on the customer's corporate identity; (3) the customer's corporate identity positively influences the customer's citizenship behavior, and the customer's corporate identity positively influences the customer's feedback behavior, recommendation behavior, help behavior and tolerance behavior; (4) the customer-aware enterprise social responsibility also influences the customer's citizen behavior through the customer enterprise identity, That is, the customer's enterprise agrees to play an intermediary role in the customer's perceived corporate social responsibility and the customer's citizen's behavior; the customer's enterprise agrees with the customer's responsibility, the community responsibility and the customer's feedback behavior, the recommendation behavior and the help behavior to play a full brokering role. Role plays a role in environmental responsibility and recommendation behavior, and plays a full role in environmental responsibility and feedback behavior, help behavior and tolerance behavior. According to the above research conclusion, combined with the actual situation of Internet enterprises, this paper puts forward the following management enlightenment: (1) The enterprise should take social responsibility actively, including customer responsibility, community responsibility and environmental responsibility, so as to improve its core competitiveness; (2) The enterprise should strengthen the communication with the customer, let the customer know the performance of the enterprise's social responsibility in detail, so as to improve the customer's convenience to the enterprise; and (3) strengthen the management of the customer's citizen's behavior. Enterprises should take some incentives to encourage customers to behave more.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F270

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本文編號：2260511