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.

Key words: employee's organizational citizenship behavior to customer oriented, customer citizenship behavior, customer emotional bonding

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