中文摘要：

学界与业界均已认识到服务情境下顾客自发行为的重要性,但已有研究未能合理解答“究竟是什么驱动了顾客自发行为”这一关键问题。文章基于社会认同理论,提出顾客—企业认同是顾客自发行为的直接驱动因素,以服务员工的顾客导向为基础,考量顾客—企业认同在顾客满意与顾客自发行为（包括口碑、顾客合作、顾客参与三个维度）关系中的作用机理。以零售银行业为背景的实证研究结果表明：基于关系营销范式的顾客—企业认同是影响顾客口碑与顾客参与的最直接、最重要因素;基于传统交易营销范式的顾客满意必须借助于顾客—企业认同的作用才能对顾客口碑和顾客参与产生影响;服务员工的顾客导向是影响顾客合作的最重要因素。本研究对亟须增加顾客自发行为以提升竞争力的服务企业具有重要启示。

英文摘要：

Researchers and practitioners have recognized the importance of customer voluntary performance in service industry, but a pivotal question not to be reasonably answered is what the driving forces of customer voluntary performance are. Based on social identity theory, this paper proposes that customer-company identification is the direct driving factor. It explores the role of customer-company identification in the relationship between customer satisfaction and customer voluntary performance including word of mouth, customer cooperation, and customer participation. This study finds that customer-company identification is the most important and immediate influencing factor on word of mouth. With the employees＇ client-orientation as the basis, it examines the function and mechanism of customer-company identification in the relationship between customer satisfaction and customer voluntary performance （ including the three dimensions including the word-of-mouth, customer＇s cooperation, customers＇ participation）. The result of empirical research on retail banking industry shows that customer-company identification based on relationship marketing paradigm is the most direct and most important influencing factor in word-of-mouth and customer participation. Customer satisfaction based on traditional trade marketing paradigm must use the customer-company identification, which has an impact on word-of-mouth and customer participation. The employees＇ client orientation is the most important factor to affect customer cooperation. The research is enlightening to the service enterprises which urgently need to increase customers＇ voluntary behaviour to improve the competitiveness.