| The various behaviors of customers have a significant impact on enterprises,and the view of "including customers into part-time employees" has been widely concerned.In the process of delivering enterprise products and services,customers are not only the makers of enterprise profits,but also undertake the job responsibilities of some employees,and invisibly play the role of "organizer" or "part-time employee".Customers can not only affect the service quality and product level of enterprises,but also affect their own psychological and behavioral results,such as customer satisfaction and customer citizenship behavior.Customer citizenship behavior is the extension of customer behavior,and it is a spontaneous behavior that can have a positive impact on enterprises,for example,helping other customers understand products,recommending corporate brands,and improving the quality of products and services.Therefore,in recent years,the research on customer citizenship behavior has attracted the attention of many scholars and become the new focus of academic circles and enterprise management practice.From the perspective of social exchange theory,customers are important stakeholders of enterprises,and customer citizenship behavior is also the product of enterprise behavior.Scholar Sen&Bhattacharya believes that corporate social responsibility has a halo effect,which has a positive impact on consumers.However,through the collation of relevant literature,this paper finds that the research on the impact of corporate social responsibility and customer citizenship behavior is still in the initial stage,and the quantitative research in this area is still relatively lacking.Therefore,it is of great theoretical significance to study the relationship between customer citizenship behavior and corporate social responsibility.According to the theory of information asymmetry,all kinds of people have different information about enterprises.It is difficult for consumers to obtain the performance of corporate social responsibility by themselves,so the influence of corporate social responsibility on customers may be transmitted by other intermediate forces.Corporate reputation is the impression of a company in customers’ minds,and it is the comprehensive evaluation of customers’ past behaviors and products.Corporate social responsibility(CSR)influences customers’ in-role behaviors,including purchase and evaluation,and out-of-role behaviors,including citizen behaviors,through the level of corporate reputation.Corporate reputation is an important strategic resource for enterprises.Enterprises can improve their reputation level by fulfilling their social responsibilities,and then affect customer-enterprise identity,resulting in customers’ spontaneous citizenship behavior.Therefore,it is of great significance to explore the relationship among corporate social responsibility,corporate reputation,customerenterprise identity and customer citizenship behavior for improving the related research of customer citizenship behavior.Based on the literature review of corporate social responsibility,corporate reputation,customer-business identity and customer citizenship behavior,this study analyzes the relationship and influence mechanism among them by building a theoretical model and putting forward relevant assumptions.This study provides reasonable suggestions for enhancing corporate reputation and promoting customer citizenship behavior in enterprise management,thus improving the negative situation at the customer level that may be brought about in the process of enterprise marketing,and achieving the goal of improving marketing level,quality and overall competitiveness of enterprises.The innovation of this study is to study customer citizenship behavior as a separate dependent variable,focusing on the influence mechanism of corporate social responsibility on customer citizenship behavior.Secondly,taking corporate reputation and customer-enterprise identity as intermediary variables,this paper explores the chain transmission mechanism of customer citizenship behavior and constructs a chain intermediary model.In addition,this study is rooted in empirical research,which confirms that the implementation of corporate social responsibility will have a significant positive impact on customer citizenship behavior.Accordingly,this study puts forward a series of marketing strategies to guide enterprises to carry out effective marketing activities,win market competitive advantages and establish highlevel corporate customer relations.It provides feasible measures for marketing workers to detect,optimize enterprise customer relationship and create new sustainable enterprise customer relationship. |
