EMPIRICAL STUDY ON THE IMPACT OF CUSTOMER TRUST AND CUSTOMER VALUE ON CUSTOMER CITIZENSHIP BEHAVIOR
Keywords:
Keywords: Customer Citizenship Behavior, Customer value, Customer trustAbstract
ABSTRACT
Taking the service industry as the research object, this thesis takes the travel agency team tour as the research background, constructs the structural equation model, studies the influence of customer trust on customer citizenship behavior, and studies the mediating role of customer value. The paper used street interception to collect 405 valid samples for research. The results show that in the service industry, customer trust has a significant direct positive impact on customer citizenship behavior. At the same time, the two dimensions of customer value, practical value and hedonic value, play a part of intermediary role in the significant positive impact of customer trust on customer citizenship behavior. Service enterprises should actively cultivate customer citizenship behavior, promote customer trust, and transfer appropriate value to customers in order to improve market competitiveness.
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