摘要
顾客公民行为是顾客自愿采取的对企业、员工或其他顾客均有利的行为,其有利于发挥顾客才智、改善运营效率和质量从而提高企业经济效益。对其概念性质、发生原因以及对企业潜在影响的深入理解已成为学术界和企业界的重要课题。本文从顾客公民行为的维度分析入手,探讨了顾客公民行为产生的边界条件,分析了顾客公民行为产生的关键影响因素。为促进顾客公民行为的良性发展,企业要强化顾客—企业认同、重视对焦点顾客及"其他顾客"的管理、确保优秀的一线员工获得所需支持、建立品牌联盟和加强对品牌社区的治理。
Customer citizenship behavior （CCB） is the customer voluntary behavior beneficial to all the enterprise, employees or other customers, which helps to use customer wits and improve operation efficiency so as to improve enterprise＇ s economic benefits. A better understanding of the concept and nature, causes and the potential impact of CCB has become an important topic of the academic and business circles. From dimension analysis of CCB, this paper discusses the boundary conditions of CCB, and analyzes the key factors affecting CCB. In order to promote the benign development of CCB, the enterprise must strengthen the consumer- company identification, pay attention to the management of focused customers and ＂other＂ customers, ensure necessary supports for good frontline staff, set up the brand alliance and strengthen the management of brand community.
出处
《企业经济》
北大核心
2014年第9期40-44,共5页
Enterprise Economy
基金
山东省自然基金项目"平台企业的市场导向
动态能力与组织绩效关系的实证研究"(批准号:ZR2011GM002)
山东理工大学人文社会科学发展基金项目"市场导向
动态能力和企业创新绩效的关系研究:以我国高新技术企业为例"(批准号:2010ZDXM05)
关键词
顾客公民行为
边界条件
顾客-企业认同
顾客管理
customer citizenship behavior
boundary conditions
consumer - company identification
customer management
