The Empirical Study on the Corporate Citizenship Behavior in Service Enterprises: Based on Non-Market Strategy

Found on reviewing correlative literatures, this article constructed the theoretical framework of the influence of corporate citizenship behavior on competitive advantage and organizational performance. The article outlined the corporate citizenship behavior clearly and completely though the empirical study on the 7 coastal provinces and municipalities by the structural equation model (SEM) method. The research team carried on the exploring development of the construction of corporate citizenship behavior though the empirical investigation of 455 effective enterprise samples on the east coast of our country. We obtained the dual-factor structure of transactional corporate citizenship behavior and relational corporate citizenship behavior through data analysis by spss15.0 and the amos6.0, which provided one kind of new explanation of the realization of competitive advantage and the lasting political stability of corporate citizenship behavior operation in the non-market environment for Chinese localized enterprises.