旅游企业员工组织公民行为对顾客公民行为的影响：顾客情感纽带的中介作用

doi:10.12054/lydk.bisu.21

旅游导刊 ›› 2017, Vol. 1 ›› Issue (4): 35-45.DOI: 10.12054/lydk.bisu.21

旅游企业员工组织公民行为对顾客公民行为的影响：顾客情感纽带的中介作用

林美珍¹, 郭利利¹, 李晓露¹, 何梦婷²

1. 华侨大学旅游学院福建泉州 362021
2. 厦门欣欣信息有限公司福建厦门 361000

收稿日期:2016-03-08 出版日期:2017-07-15 发布日期:2017-07-15
作者简介: 林美珍（1977- ）,女,福建漳平人,华侨大学旅游学院副教授、硕士生导师,研究方向：旅游企业授权管理、公民行为、工作压力管理。郭利利（1990- ）,女,河南商丘人,华侨大学旅游学院旅游管理专业硕士研究生,研究方向：旅游企业人力资源管理。李晓露（1992- ）,女,江西赣州人,华侨大学旅游学院旅游管理专业硕士研究生,研究方向：旅游企业人力资源管理。何梦婷（1991- ）,女,福建福清人,福建省厦门市欣欣信息有限公司营销部职员。
基金资助:
本文受国家自然科学基金青年资助项目“服务性企业授权型领导的培养与作用机制研究”（71402059）、教育部人文社会科学基金青年资助项目“服务性企业员工主人翁行为的影响因素与作用研究”（11YJC630116）、国家旅游局“旅游业青年专家培养计划”（TYETP20131）的资助

The Impact of Employee’s Organizational Citizenship Behavior on Customer Citizenship Behavior：The Mediating Role of Customer Emotional Bonding

Meizhen LIN¹, Lili GUO¹, Xiaolu LI¹, Mengting HE²

1. School of Tourism, Huaqiao University, Quanzhou 362021, China
2.Marketing Department, Xiamen Xinxin Information Company, Xiamen 361000, China

Received:2016-03-08 Online:2017-07-15 Published:2017-07-15

摘要/Abstract

摘要：

根据服务利润链理论,企业良好的内部服务可增强员工的满意感,激励员工为顾客提供高价值的服务,而高价值的服务则可帮助企业赢得忠诚顾客和利润。本文以旅游企业的员工和他们服务的顾客为研究样本,探讨员工顾客导向的组织公民行为对顾客公民行为的影响,并检验了顾客的情感纽带在两类公民行为之间关系的中介作用。232套匹配问卷（232名员工和他们服务过的570名顾客）的数据分析结果表明,员工顾客导向的组织公民行为对顾客公民行为有显著的正向影响,并且顾客的情感纽带在员工顾客导向的组织公民行为与顾客公民行为的关系中起部分中介作用。

关键词: 员工顾客导向的组织公民行为; 顾客公民行为; 顾客情感纽带

Abstract:

The service profitchain theory highlights the connection that good internal services improve employee satisfaction and enablehigh-value services delivery, which can achieve high customer satisfaction and more profit. As one of the most important parts in service profit chain, customers not only can reduce staff needs and costs through helping other customers, but also can strengthen marketing effect through recommendation to other customers, and improve service quality by feedback to tourism enterprises. Management increasingly conceptualizes customers as "partial employees" and human resources of the organizations and view effective management of customers as a strategic advantage. Customer citizenship behaviors are performed voluntarily and beneficial to organizations, including helping other customers, recommendation and feedback. Therefore, exploring the formation mechanism of customer citizenship behavior is important for both scholars and practitioners. Although customer citizenship behaviors play a critical role in service delivery, research on citizenship behaviors has almost exclusively focused on employees rather than on customers. The authors integrated employees’ organizational citizenship behavior to customer oriented with customer citizenship behavior in tourism enterprises. Based on the data collected from 232 employees and 570 customers in 5 tourism enterprises in Fujian province, the authors explored the impact of employees’ organizational citizenship behavior to customer oriented on customer citizenship behavior, and the mediating roleofcustomer emotional bonding in the relationship between employees’ organizational citizenship behavior to customer oriented and customer citizenship behavior. Survey data indicated that employees’ organizational citizenship behavior to customer oriented correlated positively with customer citizenship behavior, and customer emotional bonding mediated the relationship between employees’ organizational citizenship behavior to customer oriented and customer citizenship behavior. Theoretical and practical implications are discussed finally.

Keywords: employee's organizational citizenship behavior to customer oriented; customer citizenship behavior; customer emotional bonding

中图分类号:

林美珍, 郭利利, 李晓露, 何梦婷. 旅游企业员工组织公民行为对顾客公民行为的影响：顾客情感纽带的中介作用[J]. 旅游导刊, 2017, 1(4): 35-45.

Meizhen LIN, Lili GUO, Xiaolu LI, Mengting HE. The Impact of Employee’s Organizational Citizenship Behavior on Customer Citizenship Behavior：The Mediating Role of Customer Emotional Bonding[J]. Tourism and Hospitality Prospects, 2017, 1(4): 35-45.

图/表 5

参考文献 20

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变量	测量项数	均值	标准差	Cronbach’s α	AVE	CR
员工顾客导向的组织公民行为	5	4.998	0.809	0.767	0.563	0.781
顾客的情感纽带	5	4.938	0.767	0.837	0.628	0.847
顾客公民行为	13	5.030	0.808	0.719	0.752	0.733

变量	测量项数	均值	标准差	Cronbach’s α	AVE	CR
员工顾客导向的组织公民行为	5	4.998	0.809	0.767	0.563	0.781
顾客的情感纽带	5	4.938	0.767	0.837	0.628	0.847
顾客公民行为	13	5.030	0.808	0.719	0.752	0.733

路径关系	t值	非标准化路径系数	标准化路径系数	方向	结果
H1：OCB-C →EC	1.084	0.060*	0.050*	正向	支持
H2：OCB-C →CCB	2.928	0.131**	0.166**	正向	支持
H3：EC →CCB	8.264	0.643***	0.744***	正向	支持

路径关系	t值	非标准化路径系数	标准化路径系数	方向	结果
H1：OCB-C →EC	1.084	0.060*	0.050*	正向	支持
H2：OCB-C →CCB	2.928	0.131**	0.166**	正向	支持
H3：EC →CCB	8.264	0.643***	0.744***	正向	支持

旅游企业员工组织公民行为对顾客公民行为的影响：顾客情感纽带的中介作用

The Impact of Employee’s Organizational Citizenship Behavior on Customer Citizenship Behavior：The Mediating Role of Customer Emotional Bonding

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参考文献 20

相关文章 15

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Metrics

变量	员工顾客导向的组织公民行为	顾客的情感纽带	顾客公民行为
员工顾客导向的组织公民行为	1
顾客的情感纽带	0.061*	1
顾客公民行为	0.165**	0.644**	1

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