Relationship between Customer Participation,Customer Satisfaction and Customer Citizenship Behavior in Travel Agencies

This paper,with travel agency customers as an object of investigation,probes into the relationship between customer participation,customer satisfaction and customer citizenship behavior.As the results from data analysis indicate,customer participation includes four dimensions: preparation,information exchange,coproduction and personal interaction;customer citizenship behaviors have three components: customer recommendation,customer feedback and customer helping behaviors.Customer participation has significant positive effect on customer citizenship behavior.Customer participation influences customer satisfaction and eventually leads to customer citizenship behavior.Customer satisfaction fully mediates the relationship between customer participation and customer recommendation while it partially mediates the relationship between customer participation and customer feedback,and the relationship between customer participation and customer helping behaviors.