顾客公民行为理论研究述评与展望  

Customer Citizenship Behavior: Review and Prospect

作　　者：张玉红[1,2] 董大海[1] 

机构地区：[1]大连理工大学管理与经济学部,辽宁大连116024 [2]北京物资学院商学院,北京101149

出　　处：《当代经济管理》2013年第3期9-14,共6页Contemporary Economic Management

基　　金：国家自然科学基金项目(71272094);国家自然科学基金项目(71002079)

摘　　要：顾客公民行为是顾客行为研究领域的一个新概念,以其能够充分发挥顾客的积极主动性从而为企业带来一种低成本甚至无成本的竞争优势,已逐渐引起国外营销理论研究者和营销实践者的广泛关注。文章通过对现有文献的梳理和述评发现,当前的顾客公民行为理论框架仍不完善,在顾客公民行为的维度、前因和结果方面还存在较多分歧,需要进一步深化。在此基础上对未来研究的方向进行了展望。Customer citizenship behavior is a new concept in the field of customer behavior research, which has gradually attracted widespread concern from foreign marketing researchers and marketing practitioners for its abilities to bring a low-cost and even no-cost competitive advantage for enterprises. Based on the review of the existing literatures, this paper finds that the theoretical framework of customer citizenship behavior is still far from perfect. There are many differences in its dimensions, antecedents and outcomes among different researchers, which need improving. The directions of future research are discussed at the end of the paper.

关 键 词：顾客公民行为 维度构成 前因 结果 研究展望 

分 类 号：F270.7[经济管理—企业管理]