The Influence of service equity and psychological Contract on Customer Citizenship Behavior in Chinese Fitness Service Enterprises: Customer Satisfaction as an Intermediary

At present, the output value provided by the service sector accounts for about 70 percent of the China GDP, which is an important indicator to measure a country’s economic development. However, the homogenization of the current service industry is relatively high. To obtain a place in the competitive market, customer relationship management is particularly important. In recent years, the academic circle has put forward the idea that “customer is a part of enterprise human resources” and put forward the concept of “customer citizenship behavior” based on the theory of organizational behavior. In other words, customers who enjoy good service will take the initiative to make free publicity for the enterprise and provide good suggestions to help the enterprise improve the service process. Enterprises should strive to use the existing customer resources to bring more tangible or intangible benefits for the enterprise. Based on the quantitative design and the social exchange theory, the purpose of this study is to explore the relationship between customer citizenship behavior, psychological contract, and service equity. From the findings of this study, the psychological contract and service equity, influence the mechanism of psychological contract and service equity on customer citizenship behavior respectively and discusses the mediating role of customer satisfaction in the above influencing process. The implication is to provide guidance for enterprises to use psychological contract and service equity to promote customer citizenship behavior, to bring more customers to the marketing practice.