内部顾客(员工)对外部顾客公民行为的影响:基于顾客支持感知的中介模型

IF 1.2 Q4 MANAGEMENT
Yagmur Kerse, Gokhan Kerse
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引用次数: 0

摘要

组织公民行为,指的是员工表现出角色外的行为,而不期望任何有形的奖励,在客户中也可以观察到。与员工类似,客户也可以自愿参与对企业有益的行为(客户公民行为)。员工和客户表现出的这些行为对企业实现目标和生存都很重要。因此,本研究的主要目的是确定员工公民行为对顾客公民行为的直接和间接影响。本研究基于社会交换理论提出假设,考察组织公民行为对顾客公民行为的直接影响以及对顾客支持感知的间接影响。为了验证这些假设,从土耳其服装店的302名顾客中收集了数据。采用SPSS、AMOS和Process MACRO(分别为SPSS和SAS)程序对数据进行分析。这些资料经过了各种程序处理。具体进行了频率分析、正态性检验分析、验证性因子分析和信度分析。此外,还进行了方法相关问题(多重共线性和共同方法偏差)的检测分析、相关分析和回归分析。结果表明,数据符合正态分布的假设,使用的量表可靠有效,没有多重共线性或共同方法偏差的证据。控制人口统计变量后,相关分析显示组织公民行为感知、顾客公民行为感知和顾客支持感知之间存在正相关关系。通过回归分析对假设进行检验,发现组织公民行为对顾客公民行为具有正向影响。此外,研究结果表明,客户支持感知在此效应中起中介作用。换句话说,组织公民行为直接或间接地影响顾客公民行为(通过顾客支持感知)。这些发现表明,“好士兵”的员工也会影响客户成为“好士兵”。因此,该研究证明了内部客户(员工)对企业影响外部客户行为的重要性。根据研究结果提出了一些启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Effect of the Internal Customer (Employee) on the External Customer in Citizenship Behavior: A Mediated Model Through Customer Support Perception
Organizational citizenship behaviour, which refers to employees exhibiting extra-role behaviours without expecting any tangible reward, can also be observed in customers. Similar to employees, customers can also engage in voluntary behaviours that are beneficial to the business (customer citizenship behaviour). These behaviours exhibited by both employees and customers areimportant for businesses to achieve their goals and survive. Therefore, the main purpose of this study is to determine the direct and indirect effects of employees’ citizenship behaviours on customers’ citizenship behaviours. The study formulated hypotheses based on social exchange theory, examining organizational citizenship behaviour’s direct effect on customer citizenship behaviour as well as its indirect effect on customer support perception. To test these hypotheses, data were collected from 302 customers of clothing stores in Turkey. The data were analysed using SPSS, AMOS, and Process MACRO (for SPSS and SAS) programs. The data were subjected to various procedures. Specifically, frequency analysis, normality test analysis, confirmatory factor analysis, and reliability analysis were conducted. In addition, detection analyses for method-related problems (multicollinearity and common method bias), correlation analysis, and regression analysis were performed. The results indicated that the data met the assumption of a normal distribution, the scales used were reliable and valid, and there was no evidence of multicollinearity or common method bias. Controlling for demographic variables, the correlation analysis revealed positive relationships between perception of organizational citizenship behaviour, customer citizenship behaviour and customer support perception. The regression analysis conducted to test the hypotheses revealed that organizational citizenship behaviour has a positive effect on customer citizenship behaviour. Moreover, the results indicated that customer support perception plays a mediating role in this effect. In other words, organizational citizenship behaviour affected customer citizenship behaviour both directly and indirectly (through customer support perception). These findings indicate that employees who are “good soldiers” influence customers to be “good soldiers” as well. Therefore, the study proved the importance of the internal customer (employees) for businesses in influencing the behaviour of external customers. Implications were made based on the findings in the study.
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