顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用

›› 2016, Vol. 28 ›› Issue (12): 187-197.

顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用

孙乃娟¹, 郭国庆²

1. 黑龙江大学经济与工商管理学院, 哈尔滨 150001;
2. 中国人民大学商学院, 北京 100872

收稿日期:2015-10-28 出版日期:2016-12-28 发布日期:2017-03-15
通讯作者: 郭国庆(通讯作者),中国人民大学商学院教授,博士生导师
作者简介:孙乃娟,黑龙江大学经济与工商管理学院讲师,博士。
基金资助:
国家自然科学基金项目（71502051）；黑龙江省普通本科高等学校青年创新人才培养计划（UNPYSCT-2016023）；杭州电子科技大学项目（ZX150202304002）；杭州电子科技大学讲座教授项目（ZX140204304002/001）。

Customer Commitment, Self-Enhancement and Customer Citizenship Behavior: Driving Mechanism and Moderating Effect from the Perspective of Social Exchange Theory

Sun Naijuan¹, Guo Guoqing²

1. School of Economics and Management, Heilongjing University, Harbin 150001;
2. School of Business, Renmin University of China, Beijing 100872

Received:2015-10-28 Online:2016-12-28 Published:2017-03-15

摘要/Abstract

摘要：

本文以在线零售行业为例，尝试基于社会交换理论和印象管理理论，探讨顾客承诺对顾客公民行为的驱动机制，分析不同类型顾客承诺对顾客公民行为的差异化影响，并探明自我提升这一个性心理因素在顾客公民行为中的调节作用。研究发现，顾客承诺对顾客公民行为具有正向驱动作用，且相比于计算性承诺对顾客公民行为的影响，情感性承诺对顾客公民行为三维度的正向影响更强。计算性承诺是驱动顾客公民行为的保健因素，而情感性承诺则是驱动顾客公民行为的激励因素。此外，相对于低自我提升个体，高自我提升者履行顾客公民行为是基于印象整饰需要；而相对于高自我提升个体，低自我提升者履行顾客公民行为是基于互惠回馈需要。基于研究结论，本文为实践中提升顾客公民行为的网络零售服务设计提供了决策依据。

关键词: 顾客承诺, 顾客公民行为, 自我提升

Abstract:

Taking online retail industry as an example, this study jumps out of the horizon limitation of existing theories in explaining customer citizenship behavior and tries to apply a new theoretical view of Social Exchange Theory and Impression Management Theory to discuss the differentiated impact of customer commitment on customer citizenship behavior as well as explore the moderating effect of selfenhancement on customer citizenship behavior. The results indicate that affective commitment has stronger influence on all the three dimensions of customer citizenship behavior compared with that of calculative commitment. Calculative commitment is the motivating factor of customer citizenship behavior, whereas affective commitment is the hygiene factor of customer citizenship behavior. In addition, compared with low self-enhancement individuals, high self-enhancement individuals who fulfill customer citizenship behavior are based on impression management needs. Whereas, compared with high self-enhancement individuals, low self-enhancement individuals who fulfill customer citizenship behavior are based on reciprocal feedback needs. Based on the research results, this paper provides a decision basis for online retail service design in order to enhance customer citizenship behavior in practice.

Key words: customer commitment, customer citizenship behavior, self-enhancement

孙乃娟, 郭国庆. 顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用[J]. , 2016, 28(12): 187-197.

Sun Naijuan, Guo Guoqing. Customer Commitment, Self-Enhancement and Customer Citizenship Behavior: Driving Mechanism and Moderating Effect from the Perspective of Social Exchange Theory[J]. , 2016, 28(12): 187-197.

参考文献

[1] Yi Y., Gong T. The Effects of Customer Justice Perception and Affect on Customer Citizenship Behavior and Customer Dysfunction-al Behavior[J]. Industrial Marketing Management, 2008,37(37):767-783
[2] Groth M. Customers as Good Soldiers:Examining Citizenship Behaviors in Internet Service Delivers[J]. Journal of Management, 2005,31(1):8-24
[3] Balaji M. S. Managing Customer Citizenship Behavior:A Relationship Perspective[J]. Journal of Strategic Marketing, 2014,22(3):222-239
[4] Blau P. M. Exchange and Power in Social Life[M]. New Jersey:John Wiley & Sons, 1964
[5] Gouldner A. W. The Norm of Reciprocity:A Preliminary Statement[J]. American Sociological Review, 1960,25(2):161-179
[6] Gustafsson A., Johnson M. D., Roos I. The Effects of Customer Satisfaction, Relationship Commitment Dimensions and Triggers on Customer Retention[J]. Journal of Marketing, 2005,69(10):210-218
[7] Schwepker C. H. Improving Sales Performance Through Commitment to Superior Customer Value:The Role of Psychological Ethi-cal Climate[J]. Journal of Personal Selling & Sales Management, 2013,33(4):389-402
[8] 黄文彦,蓝海林.西方顾客承诺研究述评[J]. 商业经济与管理, 2010,225(7):73-74
[9] Noble S. M., Esmark C. L., Noble C. H. Accumulation Versus Instant Loyalty Programs:The Influence of Controlling Policies on Customers' Commitments[J]. Journal of Business Research, 2014,67(3):361-368
[10] Ritter T., Anderson H. A Relationship Strategy Perspective on Relationship Portfolios:Linking Customer Profitability, Commit-ment and Growth Potential to Relationship Strategy[J]. Industrial Marketing Management, 2014,43(6):1005-1011
[11] Fullerton G. The Moderating Effect of Normative Commitment on the Service Quality-Customer Retention Relationship[J]. Euro-pean Journal of Marketing, 2014,23(3):657-673
[12] Fullerton G. When Does Commitment Lead to Loyalty[J]. Journal of Service Research, 2003,5(5):333-340
[13] Hansen H., Sandvik K., Selnes F. Direct and Indirect Effects of Commitment to a Service Employee on the Intention to Stay[J]. Journal of Service Research, 2003,5(4):356-368
[14] Gundlach G., Achrol R., Mentzer J. The Structure of Commitment in Exchange[J]. Journal of Marketing, 1995,59(1):78-92
[15] Homburg C., Bornemann T., Kretzer M. Delusive Perception-Antecedents and Consequences of Salespeople's Misperception of Customer Commitment[J]. Journal of the Academy of Marketing Science, 2014,42(2):137-153
[16] Ranaweera C., Menon K. For Better or For Worse? Adverse Effects of Relationship Age and Continuance Commitment on Positive and Negative Word of Mouth[J]. European Journal of Marketing, 2013,47(10):1598-1621
[17] Yi Y., Gong T., Lee H. The Impact of Other Customers on Customer Citizenship Behavior[J]. Psychology & Marketing, 2013, 30(4):341-356
[18] Anaza N. A., Zhao J. Encounter-Based Antecedents of E-Customer Citizenship Behaviors[J]. Journal of Services Marketing, 2013,27(2):130-140
[19] Revilla C., Maria A., Vega M. Customer Participation and Citizenship Behavior Effects on Turnover Intention[J]. Journal of Bus-iness Research, 2015,68(7):1607-1611
[20] Balaji M. S. Managing Customer Citizenship Behavior:A Relationship Perspective[J]. Journal of Strategic Marketing, 2014,22(3):222-239
[21] Vecchione M., Alessandri G., Barbaranelli C., Caprara G. A Longitudinal Investigation of Egoistic and Moralistic Self-Enhance-ment[J]. Journal of Personality Assessment, 2013,95(5):506-512
[22] Kwang T., Swann W. B. Do People Embrace Praise Even When They Feel Unworthy? A Review of Critical Tests of Self-Enhance-ment Versus Self-Verification[J]. Personality and Social Psychology Review, 2010,14(3):263-280
[23] Angelis M. D., Bonezzi A., Peluso A. M., et al. On Braggarts and Gossips:A Self-Enhancement Account of Word-of-Mouth Generation and Transmission[J]. Journal of Marketing Research, 2012,49(4):551-563
[24] Hideg I., Ferris D. L. Support for Employment Equity Policies:A Self-Enhancement Approach[J]. Organizational Behavior & Human Decision Processes, 2014,123(1):49-64
[25] Engel J. F., Blackwell R. D., Miniard P. W. Consumer Behavior (8th Eds)[M]. New York:The Dryden Press, 1995
[26] Sundram D. S., Mitra K., Webster C. Word-of-Mouth Communications:A Motivational Analysis[J]. Advances in Consumer Re-search, 1998,25(25):527-531
[27] Bowen D. E. Interdisciplinary Study of Service:Some Progress, Some Prospect[J]. Journal of Business Research, 1990,20(20):71-79
[28] Vaughan B. J., Renn R. W. Customer Service Citizenship Behavior:Bridging the Employee-Customer Relationship[J]. Advances in the Management of Organizational Quality, 1999,11(4):151-186
[29] Bettencourt L. A. Customer Voluntary Performance:Customers as Partners in Service Delivery[J]. Journal of Retailing, 1997,73(3):383-406
[30] Bartikowski B., Walsh G. Investigating Mediators between Corporate Reputation and Customer Citizenship Behaviors[J]. Journal of Business Research, 2011,64(1):39-44
[31] Aherne M., Bhattacharya C. B., Gruen T. Antecedents and Consequences of Customer-Company Identification:Expanding the Role of Relationship Marketing[J]. Journal of Applied Psychology, 2005,90(3):574-585
[32] Curth S., Uhrich S., Benkenstein M. How Commitment to Fellow Customers Affects the Customer-Firm Relationship and Custom-er Citizenship Behavior[J]. Journal of Services Marketing, 2014,28(2):147-158
[33] Celuch K., Robinson N. M., Walsh A. M. A Framework for Encouraging Retail Customer Feedback[J]. Journal of Services Mar-keting, 2015,29(4):280-292
[34] Dukerich J. M., Golden B. R., Shortell S. M. Beauty in the Eye of the Beholder:The Impact of Organizational Identification, Identity and Image on the Cooperative Behaviors of Physicians[J]. Administrative Science Quarterly, 2002,47(4):507-533
[35] 谢毅,彭泗清.品牌信任和品牌情感对口碑传播的影响:态度和态度不确定性的作用[J]. 管理评论, 2014,26(2):80-92
[36] 王林,曲如杰,赵杨.基于评论信息的网购情境线索类型及其作用机制研究[J]. 管理评论, 2015,27(4):156-167
[37] Bolino M. C. Citizenship and Impression Management:Good Soldiers or Good Actors?[J]. Academy of Management Review, 1999,24(1):82-98
[38] Nunnally J. C., Bernstein R. H. The Assessment of Reliability, Psychometric Theory[M]. New York:McGraw-Hill Inc, 1994
[39] 温忠麟,张雷,侯杰泰,刘红云.中介效应检验程序及其应用[J]. 心理学报, 2004,36(5):614-620
[40] Hair J. F., Anderson R. E., Tatham R. L., et al. Multivariate Data Analysis(5^th ed)[M]. New Jersy:Prentice Hall, 1998
[41] Henning-Thurau T., Gwinner K. P., Walsh G., et al. Electronic Word-of-Mouth Via Consumer-Opinion Platforms:What Moti-vates Consumers to Articulate Themselves on the Internet?[J]. Journal of Interactive Marketing, 2004,18(1):38-52
[42] Kwan V. S. Y., John O. P., Kenny D. A., et al. Reconceptualizing Individual Differences in Self-Enhancement Bias:An Inter-personal Approach[J]. Psychological Review, 2004,111(1):94-110