Customer-Company Identification as the Enabler of Customer Voice Behavior: How Does It Happen?

被引：11
|
作者：
Ran, Yang [1 ]
Zhou, Hao [1 ]
机构：
[1] Sichuan Univ, Sch Business, Chengdu, Peoples R China
来源：
FRONTIERS IN PSYCHOLOGY | 2020年 / 11卷
基金：
中国国家自然科学基金;
关键词：
customer-company identification; customer voice behavior; felt responsibility for constructive change; self-impact; organizational identity theory; CITIZENSHIP BEHAVIOR; FELT RESPONSIBILITY; ETHICAL LEADERSHIP; SOCIAL IDENTITY; IMPACT; RESPONSES; DISSATISFACTION; LOYALTY; WORK; PARTICIPATION;
D O I：
10.3389/fpsyg.2020.00777
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
In this study, we define customer voice behavior as a consumer's extra-role communicative behavior of offering suggestions or opinions to enterprises. We classified customer voice behavior into two dimensions: promotive and prohibitive voices. Furthermore, we explored the relationship between customer-company (C-C) identification and customer voice behavior. From a sample of 394 university students who were customers of food delivery services, the results showed that C-C identification was positively related to both promotive and prohibitive voices while felt responsibility for constructive change (FRCC) played a mediating role between C-C identification and both kinds of customer voice behavior. In addition, we found the moderating effects of self-impact, which could strengthen the impacts of FRCC on customer voice behavior and the mediating effects of FRCC. The theoretical and practical implications of this study are also discussed.
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页数：13
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