The Influence Research Of Corporate Social Responsibility Perception, Channel Relationship Quality Perception On Customer Citizenship Behavior

In recent years, with the types of agricultural products more and more abundant, numerous food safety problems arose due to the fact that some agricultural companies do not have adequate social responsibilities, and the quality of products is not under the strict supervision of some agricultural departments. Leading agricultural enterprises play a very important role in the agricultural industrialization, which is more meaningful to the agricultural development and the wellbeing of the farmers in our China. Agricultural production is closely connected with the natural environment, which is important to the environmental protection. Leading agricultural enterprises are fairly significant in striking a perfect balance between the agricultural production and the environmental protection, which is also a vital element that consumers will inevitably take into consideration when purchasing farm products. So if agricultural leading enterprises are able to fulfill their social responsibilities, it can, with no doubt, help to enhance the corporate image and competitiveness, help their products to popularize the brand image. In this case, the consumer perception of corporate social responsibility and customer citizenship behavior has become a heated topic in industry and academia. We do not, however, have many empirical researches about the issue, and the existing researches have not reached a general conclusion, yet. Furthermore, the corporate social responsibility, the channel relationship quality and customer citizenship behavior do not share something in common between China and western countries. So it is necessary to study the influence that the consumer perception of corporate social responsibility exerts on customer citizenship behavior. With the introduction of the concept of customer citizenship behavior, this study is to explore the influence mechanism of the corporate social responsibility of the agricultural leading enterprises showing on consumer citizenship behavior, which has important theoretical and practical significance to the formation of China’s corporate social responsibility and the interactive mechanism of the customer citizenship behavior.On the basis of literature review,46 leading agricultural enterprises,10 marketing experts as well as 50 consumers are selected randomly as the object of in-depth interviews of this research to build up the influence theory model that corporate social responsibility will shape upon the customer citizenship behavior. The author also collects 562 consumers in the leading agricultural enterprises B2C network platform and interviews them, using the statistical software to verify this model and mainly studying the following questions.(1) Research on the social responsibility perception dimension of agricultural leading enterprises in ChinaOn the basis of literature review, this study, through the depth interview, matches the corporate social responsibility put forward by leading agricultural enterprises, marketing experts with the one bring forward by the consumers. And the thesis put forward the leading agricultural enterprises situation of consumer perception dimension in our country. The dimension of corporate social responsibility perception can be divided into environmental responsibility perception, food safety responsibility perception, customer responsibility perception, partner responsibility perception, and the corresponding scale is also developed.(2) Research on influence mechanism of the social responsibility perceived by the agricultural enterprises on customer citizenship behaviorThis research uses the theory of planned behavior which is commonly used in social psychology research, consumer perception of corporate social responsibility, and forms the attitude of corporate social responsibility, subjective norm and perceived behavioral control, creates customer citizenship behavior intention, finally creates customer citizenship behavior. Theoretically the research explores the influence procedures of corporate social responsibility on customer citizenship behavior.(3)Validation of social responsibility perceived by the leading agricultural enterprises influencing customer citizenship behaviorThis study uses SPSS21.0 and AMOS21.0 statistical software to verify the interaction between the social responsibility perception in leading agricultural enterprises and customer citizenship behavior. The software also verifies the mediating role of channel relationship quality perception. The results show that firstly corporate social responsibility perception has positive effect on recommended behavior; and corporate social responsibility perception is only partly positive influenced by the help behavior; then corporate social responsibility perception is only partly positive influenced by feedback behavior; fourthly corporate social responsibility perception is only partly positive influenced by customer satisfaction; fifthly corporate social responsibility perception has positive effect on customer trust; sixthly corporate social responsibility perception is only partly positive influenced by customer commitment; seventhly channel relationship quality perception has a positive effect on recommended behavior; eighthly channel relationship quality perception has a positive effect on help behavior; ninthly channel relationship quality perception is only partly positive influenced by feedback behavior; and finally intermediary role of channel relationship quality perception is only partly verified.According to the findings, the leading agricultural enterprises should develop and fulfill the corporate social responsibility from the perspective of consumers in the performance of the corporate social responsibility. Consumers currently focus on environment responsibility, food safety responsibility, customer responsibility, partner responsibility and so on. So the leading agricultural enterprises should strengthen the efforts in the performance of environmental responsibility. The more consumers become conscious of the responsibility for the environment, the more they trust this company, and the more they will feel like taking the initiatives to maintain the various interests of the enterprises, to remain good relations with enterprises, and to strengthen the will of recommended behavior and help behavior. In terms of food safety responsibility, leading enterprises should build up the high-standard raw material base in production, strengthen food safety management from the source, and improve consumers’ consciousness of food safety responsibility, and thus, to promote the occurrence of consumer recommended behavior, helping behavior and feedback behavior. In the aspects of the fulfillment of the customer responsibility, leading agricultural enterprises are required to attach too much importance to consumers shopping experience, to make sure that the products provided should be fairly safe and reliable, every piece of agricultural product sold out is under strict control. It is fair to treat every customer, seek truth from facts propaganda enterprise image and product quality. By doing so, customers will spontaneously come up with the recommended behavior, helping behavior and feedback behavior. In the fulfillment of the partner responsibility, leading agricultural enterprises are expected to broaden the channels of increasing farmers’ income, guide farmers to develop modern agriculture, increase farmers’ property income. Once consumers perceive that the enterprises behave better in partner responsibility aspect, their trust and inner satisfaction will follow up, and recommend behavior and feedback behavior will arise.