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1、哈尔滨工业大学管理学硕士学位论文AbstractFirstofall，basedontheresearchoftheorganizationalcitizenshipbehavior(OCB)andcustomercitizenshipbehavior(CCB)，weproposedthetheoreticalandpracticalsignificancetostudytheproblem.Second,wemadeabriefreviewofthepreviousOCBandCCBresearch.Wedividedthisresearchint
2、otwoparts:Inthefirstpart,wedevelopedthelocalizationscaleofcustomercitizenshipbehaviorbasedonexistingconcepts,definitionsandmeasurementmethodsoftheCCBfromretailingindustry.Wefoundcustomercitizenshipbehaviorscaleincludesfivedimensions:loyalty,compliance,protectingresources,k
3、indnesstoemployee,helpingothers.Loyaltyconsistsoffouritems,complianceconsistsoffiveitems,protectingresourcesconsistsofthreeitems,kindnesstoemployeeconsistsoffouritems,helpingothersconsistsoffouritems.ThenwecomparedthenewscaleandtheexistingonebyGroth(2005)toassurethedifferences
4、betweenthem.Inthesecondpart,weexploredtheinfluenceofthecustomersatisfactionandconsciousnesstocustomercitizenship.Wefoundcustomerconsciousnessaffectcustomercitizenshipbehavior(loyalty,compliance,protectingresources,kindnesstoemployee,helpingothers).Customersatisfactionaffectcust
5、omercitizenshipbehavior,andwhenwecontrolthecustomerconsciousness,customersatisfactionremainsapositiveimpactoncustomercitizenshipbehavior.Wealsofoundthatinthedimensionsofcustomerloyaltyandhelpingothers,theimpactfromcustomersatisfactionisgreaterthantheconsciousness.Butinthecompli
6、ance,protectingresourcesandkindnesstoemployee,theimpactfromcustomerconsciousnessisgreaterthantheimpactfromthecustomersatisfaction.Finally,weconductedadiscussoftheresultsofthisstudyandtheoutlookofthefollow-upstudy,includingthestudyofthecustomercitizenshipbehaviorinthedifferentin
7、dustriesanddifferentculturescontext,Influentialfactors,theresultsandmechanismofthecustomercitizenshipbehavior.-II-哈尔滨工业大学管理学硕士学位论文Keywords:customercitizenshipbehavior,definitionandmeasurement,customerconsciousness,customersatisfaction.-III-哈尔滨工业大学管理学硕士学位论文目录摘要.................
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