顾客公民行为研究述评与展望  

The Research of Customer Citizenship Behavior: Review and Prospect

作　　者：陈信康[1] 史伟[1] 高维和[1] 

机构地区：[1]上海财经大学国际工商管理学院，上海 200433

出　　处：《经济管理》2013年第9期189-199,共11页Business and Management Journal ( BMJ )

基　　金：教育部人文社会科学研究项目"城市顾客;城市认同与城市可持续发展"(10YJAZH009);国家自然科学青年基金"市场互入与渠道互依下的营销策略协同研究"(71002031);上海教委科研创新基金重点项目"商人何以成为了朋友?"(12ZS073)

摘　　要：顾客已经成为当前企业重要资产之一,顾客公民行为(CCB)作为企业顾客资产管理以及长期可持续发展的重要因素,近年来引起了学者们的高度重视。本文通过文献梳理,首先就顾客公民行为的概念进行不同视角的辨析,并提出基于关系营销视角的顾客公民行为概念;接着对顾客公民行为的研究理论进行梳理、讨论,并提出基于知识的建构理论模型;继而对顾客公民行为结构维度研究予以述评,并从企业行为、顾客行为和顾客心理三个方面对过去顾客公民行为实证研究进行归纳总结;最后提出了顾客公民行为整合研究理论框架,并对未来顾客公民行为研究提出了展望。The customer has been one of the most important assets ot the enterprise. Graoually me scnolars attach importance to customer citizenship behavior （CCB）which has become an important factor of customer asset management and long-term sustainable development in recent years. After literature review, this paper starts from explaining the concept of CCB from different perspectives. Some researchers defined CCB from the perspective of extra-role behavior theory. However,extra-role behavior theory ignores the dynamic property of role in the interaction between customers and enterprises with the perspective of ＂static role＂. The streams of political philosophy literature can＇t focus on its key concept, on which based the ＂social contract＂ as its boundary. Depending on non-task performance, the contextual performance theory neglects the contribution of customers to the knowledge and network for the enterprise. According to the discussion above, this paper provides the concept of CCB from the perspective of relationship marketing. By organizing and discussing the inherent mechanism and empirical application of emotion priming theory, social exchange theory, relational contract theory and empathy theory with regard to citizenship behavior, this paper points out that the theories above used to explain the formulation mechanism of CCB are unilateral. Social exchange theory focuses on reciprocal altruism;relational contract theory and empathy theory strengthen kin altruism ; emotion theory explains the phenomenon of pure altruism. The present study tries to integrate and reconcile the former theories with the invention of new knowledge system -construetivist model based on knowledge. Comparison analysis and generalization are made among different structural dimensions of CCB from the aspects of theoretical basis, methodology and sampling with systematic way. So far, there are many structural dimension mod- els to be used, such as two dimensions, three dimensions, four dimensions, five dimensions and eight dim

关 键 词：顾客公民行为 知识 建构 顾客价值 

分 类 号：F276[经济管理—企业管理]