The Study On The Effect Of Customer Perceived Support On Customer Loyalty In The Community Supported Agricultural Model

With the improvement of people's living standards,a new type of agricultural product sales model gradually into people's lives,which is community support agriculture.Community support agriculture(CSA)refers to a new way of selling agricultural products that enables consumers and producers to connect closely.Community Support Agriculture aims to establish a mutually supportive form of cooperation between farmers and community consumers.The core is to share risks and share interests,emphasizing a mutual-aid relationship between farmers and consumers.At present,the cost of certification of food safety in China is high,making most domestic CSA farms did not obtain relevant certification.Moreover,consumers do not fully trust the food safety certification of domestic institutions.Therefore,Domestic community support agriculture is facing a crisis of mass membership loss and low loyalty.Obviously,studying consumer loyalty in the CSA model can not only promote the long-term and stable development of CSA,but also complement CSA customer loyalty research.Moreover,consumers should be aware of certain support in the process of cultivating customer loyalty,so that consumers has a more full awareness of the community support agriculture,and the support has a certain influence in the consumption process.Thus consumers more willing to participate in the community support agriculture,and gradually produce attachment and engagement with the farm,so as to become loyal customers.In view of the above,this paper establish the theoretical model of CSA on the basis of combing the existing domestic and foreign scholars researches.The model takes the customer perceived support as the independent variables,the customer loyalty as the dependent variable,the customer engagement as the mediator variable.The questionnaire data was distributed by offline and online platform,and the data of 289 samples collected were tested by SPSS 19.0 and AMOS21.0 software.The results show that the customer perceived support has direct and indirect positive impact on the customer loyalty.The customer perceived support can promote customer loyalty,and the customer loyalty can also be improved through customer engagement.And the customer engagement plays an intermediary role in the customer perceived support and the customer loyalty.The conclusions of the paper further enriched the domestic academic research on CSA.Most of the existing research is carried out in the background of foreign research,and consumer perspective research focused on the analysis of CSA consumer characteristics,participation,trust and so on,less related to how to retain the CSA customers and achieve the customer loyalty.Under the background of CSA in China,this paper explores the impact of the customer perceived support on the customer loyalty based on the perspective of the customer perceived support.It expands the scope of CSA research,and lays the foundation for the future research.In addition,the research results also provide theoretical guidance for CSA customer relationship management.CSA farms need to fully understand the important impact of the customer perceived support and the customer engagement in the process of cultivating customer loyalty.Moreover,promoting farms to provide more comprehensive product and service support to customers.And to strengthen the interaction of farms and customer,enhance emotional communications and increase customers stickiness,so as to better improve the customers engagement and promote continuous customer support for CSA.However,there are still some shortcomings in this paper.First of all,the research samples covers Dalian,Beijing and Shenzhen.But the sample collection area and the number of farms is relatively small.To a certain extent,the representative of the sample is poor;secondly,this empirical study confirmed the customer perceived support has a significant influence on the customer loyalty.But the article does not discuss other factors that affect the customer loyalty,it may lead to incomplete impact factors.Finally,in the future study,we may consider adding potentially influential factors to further improve the model,thus making the conclusions of the study more convincing.