An Empirical Research On The Impact Of Perceived Support For Customerson Customer Commitment And Customer Engagement Behavior

With the development of social media and technology, the relationships between the customersand firms therefore become more closely. The customer has already been not only “buyer” and “recipient”, but also “influencer”, “referrer” and“knowledge provider”ofproducts or services, and hence the enterprises marketing management is facing new challenges. Customer perception research provides a theoretical supportfor enterprise marketing.This paper first reviews the related research about Perceived Organizational Support, Perceived support for customer, customer commitment and customer engagement behavior at home and abroad, and then on the basis of organizational support theory, we buildrelationship modelamongPerceived support for customer,customer commitment, and customer engagement behavior. Based on existing research, as well as interviewing corporate managers and customers, we determine the final items of various constructs, collect data through questionnaires, and use structural equation modeling methodto confirm the effectiveness of perceived support for customer dimension division and the relationship among Perceived support for customer, customer commitment, and customer engagement behavior. In this study,we elect the dairy industry as the research object, and 282 valid questionnaires we are collected. Finally, we give the theoretical and practical significance and limitations,and future research directions.