旅行社顾客参与、顾客满意与顾客公民行为关系研究

以广州旅行杜顾客为对象进行问卷调查，探讨顾客参与、顾客满意与顾客公民行为之间的关系。研究结果表明，顾客参与的内容包括事前准备、信息交换、合作生产与人际互动4个维度；顾客公民行为包括顾客推荐、顾客反馈和顾客助人3个组成成分；顾客参与对顾客公民行为有显著的正向影响；顾客参与通过影响顾客满意感从而驱动顾客公民行为，其中，顾客满意感对顾客推荐有完全中介效果，对顾客反馈行为和顾客助人行为有不完全中介效应。

Relationship between Customer Participation,Customer Satisfaction and Customer Citizenship Behavior in Travel Agencies

This paper , with travel agency customers as an object of investigation, probes into the relationship between customer participation, customer satisfaction and customer citizenship behavior. As the results from data analysis indicate, customer par- ticipation includes four dimensions： preparation, information exchange, coproduction and personal interaction; customer citizen- ship behaviors have three components： customer recommendation, customer feedback and customer helping behaviors. Cus- tomer participation has significant positive effect on customer citizenship behavior. Customer participation influences customer satisfaction and eventually leads to customer citizenship behavior. Customer satisfaction fully mediates the relationship between customer participation and customer recommendation while it partially mediates the relationship between customer participation and customer feedback, and the relationship between customer participation and customer helping behaviors.