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。 Both academia and industry have realized the importance of spontaneous customer behavior in service situations. However, some studies have failed to answer the question “What exactly drives customer spontaneous behavior?” Based on the theory of social identity, this paper proposes that customer-firm identity is the direct driving factor of customer spontaneous behavior. Based on the customer orientation of service staff, the paper considers the relationship between customer satisfaction and customer spontaneous behavior (including word of mouth, customer cooperation, customer participation Three dimensions) the relationship between the mechanism of action. The empirical research on the background of retail banking shows that customer-firm identity based on relational marketing paradigm is the most direct and important factor that affects customer reputation and customer participation. Customer satisfaction based on traditional trading marketing paradigm must be based on customer- The role of identification can affect the customer’s reputation and customer participation. The customer orientation of the service staff is the most important factor affecting customer cooperation. This study has important implications for service enterprises that urgently need to increase customers’ spontaneous behaviors to enhance their competitiveness.