CAJ | 학술논문

顾客已经成为当前企业重要资产之一，顾客公民行为（CCB）作为企业顾客资产管理以及长期可持续发展的重要因素，近年来引起了学者们的高度重视。本文通过文献梳理，首先就顾客公民行为的概念进行不同视角的辨析，并提出基于关系营销视角的顾客公民行为概念；接着对顾客公民行为的研究理论进行梳理、讨论，并提出基于知识的建构理论模型；继而对顾客公民行为结构维度研究予以述评，并从企业行为、顾客行为和顾客心理三个方面对过去顾客公民行为实证研究进行归纳总结；最后提出了顾客公民行为整合研究理论框架，并对未来顾客公民行为研究提出了展望。
고객이경성위당전기업중요자산지일，고객공민행위（CCB）작위기업고객자산관리이급장기가지속발전적중요인소，근년래인기료학자문적고도중시。본문통과문헌소리，수선취고객공민행위적개념진행불동시각적변석，병제출기우관계영소시각적고객공민행위개념；접착대고객공민행위적연구이론진행소리、토론，병제출기우지식적건구이론모형；계이대고객공민행위결구유도연구여이술평，병종기업행위、고객행위화고객심리삼개방면대과거고객공민행위실증연구진행귀납총결；최후제출료고객공민행위정합연구이론광가，병대미래고객공민행위연구제출료전망。
The customer has been one of the most important assets ot the enterprise. Graoually me scnolars attach importance to customer citizenship behavior （CCB）which has become an important factor of customer asset management and long-term sustainable development in recent years. After literature review, this paper starts from explaining the concept of CCB from different perspectives. Some researchers defined CCB from the perspective of extra-role behavior theory. However,extra-role behavior theory ignores the dynamic property of role in the interaction between customers and enterprises with the perspective of ＂static role＂. The streams of political philosophy literature can＇t focus on its key concept, on which based the ＂social contract＂ as its boundary. Depending on non-task performance, the contextual performance theory neglects the contribution of customers to the knowledge and network for the enterprise. According to the discussion above, this paper provides the concept of CCB from the perspective of relationship marketing. By organizing and discussing the inherent mechanism and empirical application of emotion priming theory, social exchange theory, relational contract theory and empathy theory with regard to citizenship behavior, this paper points out that the theories above used to explain the formulation mechanism of CCB are unilateral. Social exchange theory focuses on reciprocal altruism;relational contract theory and empathy theory strengthen kin altruism ; emotion theory explains the phenomenon of pure altruism. The present study tries to integrate and reconcile the former theories with the invention of new knowledge system -construetivist model based on knowledge. Comparison analysis and generalization are made among different structural dimensions of CCB from the aspects of theoretical basis, methodology and sampling with systematic way. So far, there are many structural dimension mod- els to be used, such as two dimensions, three dimensions, four dimensions, five dimensions and eight dimensions. However,there is a lack of comparative analysis about the accuracy of these different dimension models. This paper summarizes and reviews the previous empirical research on the antecedents of customer citizenship behavior from three aspects of entrepreneurial behavior, customer＇s behavior, customer＇s psychology. Previous researches of CCB have stated that some entrepreneurial behaviors （ such as employee citizenship behaviors and Corporate Social Responsibility activities）have positive effects on costumer citizenship behaviors. Previous researches, too, have mentioned the importance of the mediating effects of such customer＇s psychology variables as Customer-based Corporate Reputation,customer trust and customer justice perception. Finally, this paper put forward the integrated framework of customer citizenship behavior, that is, enterprise （customer） behavior（ customer psychological reaction（ customer behavior（ enterprise performance ：＂ the transmission of knowledge based on behavior, the recognition and emotion building based on knowledge, and the contribution to knowledge for enterprise based on CCB＂ develops the inner logic of integrated analysis with regard to CCB which centers on knowledge. ＂enterprise （customer）behaviors as antecedents, customer psychological outcomes as mediators, customer behavior outcomes as performance＂ forms the external framework of research of customer citizenship behavior; ＂knowledge as medium, construction as method, relationship orientation, and value as goal＂ indicates the key point of the integrated studies of CCB. In the expectation of future research, this paper think the fit between the simplification of concept and the inner structure of behavior dimension should be further deepened. Meanwhile, the future research should also pay attention to the different effects on customer citizenship behavior coming from different countries. The forward strategic performance of customer citizenship behavior, including knowledge management, value-creation, and the reduction and exclusion mechanism for negative incidents, such as iors, should also be the key topics in the future. customer badness behaviors and customer dysfunctional behaviors, should also be the key topics in the future.