Customer Perception Of Corporate Social Responsibility Impact On Customer Citizenship Behavior Research

Customer's behavior include the role within and outside the behavior.Role within behavior refers to the behavior related to purchasing and using;While the role outside behavior refers to the behavior which has nothing to do with purchasing and using,such as the words of mouth recommendation,service improvement suggestion and guiding other customers.The customers beyond the role behavior and voluntary to make beneficial role to the enterprise behavior is defined as customer citizenship behavior.Customer citizenship behavior,which not only can reduces the cost of enterprise production and marketing but also can improve customer satisfaction and reduce customer complaints.With the development of economy and the fierce market competition,more and more enterprises take the customer as their a very important long-term competitive advantage.Those enterprises who only take the customer as a product or service users will eventually become losers in market competition.Because the customer citizenship behavior is more and more important in the enterprise management,it has become one focus in academia and practice area.Corporate social responsibility has a halo effect and the spillover benefits,which has a positive impact on customer's behaviors.According to social exchange theory,when corporate social responsibility behaviors is known,it will directly or indirectly benefit customers and help customers produce returns will,such as feedback,recommendance,helping and tolerance.On the basis of social exchange theory,when know the corporate social responsibility behavior,customers tend to make advantageous behavior to the enterprise,namely,corporate social responsibility to help create customer citizenship behavior Through previous reviews of related literatures,we know that previous scholars focused on the study of the customer within the role behavior,but rarely involved outside the role behavior.Therefore,this paper studies the customer citizenship behavior that is customer outside the role behavior,which has very vital significance.Firstly,this article combs those related literatures,and then defines corporate social responsibility and customer citizenship behavior.Based on previous reviews,this paper analyses customer perception of corporate social responsibility,corporate identity of customer,customer citizenship behavior,and put forward the research hypothesis,and also build theory model of the customer perception of corporate social responsibility,corporate identity of customer and customer citizenship behavior.According to the research results of scholars,this paper establishes the scale of customer perception of corporate social responsibility,corporate identity of customer,customer citizenship behavior,and design the questionnaire.Finally,through a questionnaire on the spot and complete an online survey to get the data for this article.This article use the factor analysis,correlation analysis and structural equation method,and use spss22.0 and AMOS21.0 to deal with the data,it is to verify the hypothesis in this paper.Finally,this paper draws the following main conclusions:(1)The customer perception of corporate social responsibility can put significant positive influence on customer citizenship behavior.Among them,the customer responsible for customer feedback behavior,recommended behavior,have significant positive influence on helping behavior,however,there is no significant impact on the customer's tolerance behavior.Community responsibility to customer feedback behavior,recommended behavior and helping behavior have significant positive influence,there is no significant impact on the customer's tolerance behavior.Environmental responsibility four dimensions of customer citizenship behavior has significant positive influence.(2)The customer perception of corporate social responsibility has significant positive influence on corporate identity to customers,and customers responsibility,community responsibility and environmental responsibility have significant positive effect on customer enterprise identity.(3)Corporate identity have significant positive effect on customer citizenship behavior,while the customer enterprise identity also affects the customer's feedback behavior,recommended actions,helping behavior and tolerance behavior.(4)The customer perception of corporate social responsibility impact on customer citizenship behavior by corporate identity of customer,namely customer corporate identity plays a mediating role between the customer's perception of corporate social responsibility and customer citizenship behavior.Customer corporate identity has partial intermediary effect among the customer's responsibility,community responsibility and customer feedback behavior,recommended actions,complete mediation effect between helping behavior,in the act of environmental responsibility and recommend,and among the environmental responsibility,feedback behavior,helping behavior and tolerance behavior,it plays a complete intermediary role.Based on the above research conclusion,also with the actual situation of internet companies,this paper puts forward the following management implications:(1)The enterprises should actively undertake the social responsibility,including customer responsibility,community responsibility and environmental responsibility,these behaviors can help improve their get core competitiveness.(2)The enterprises should strengthen the communication with customers,and let customers have a detailed understanding of the implementation of corporate social responsibility,also improve the customer to enterprise's identity;(3)Enterprises should strengthen the management of customer citizenship behavior,and take some incentive measures to encourage the customer show more citizenship behavior.