A Study of the Relationships among Customer Participation, Relationship Quality and Customer Citizenship Behavior

• Main Authors: WU,SZU-YU, 吳思妤
• Other Authors: YANG,FONG-HUA
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/vxge5p

碩士 === 大葉大學 === 國際企業管理學系碩士班 === 106 === This study empirically examined the connections among customer participation, relationship quality, and customer citizenship behavior. Based on the questionnaires in which the subjects of the study are the customers of the All-you- can-eat buffet chain restaurants, 270 valid samples were obtained by the stratified sampling. The tools used to analyze the study results and examined the research hypothesis in this study include descriptive statistics, reliability and validity analysis, Pearson correction analysis and multiple hierarchical regression analysis. The results of this study are as follows: 1. Customer participation positively influences customer citizenship behavior. 2. Customer participation positively influences relationship quality. 3. Relationship quality positively influences customer citizenship behavior. 4. Relationship quality has significantly mediated effects to the relation between the customer participation and the customer citizenship behavior. Finally, according to the conceptual framework and research findings, the study provides somewhat meaningful suggestions to the theories, empirical studies, practices and future directions.