An Study On The Inlfuence Of Perceived Characteristics Of Corporate Identity On Affective Commitment

Along with the market competition more and more fierce， enterprises are paying moreattention to establish and maintain long-term relationship with the target customersgroups.The customer commitment is the core concept of relationship marketing theory, andthe necessary conditions for enterprises to establish long-term customer relationships and gaincompetitive advantage. Affective commitment prompts customers to form emotionaldependence, who are more willing to maintain long-term relationships and high customerloyalty than the substance-oriented customers. The changes of socio-economic, culturaldevelopment and lifestyles lead consumers’ attitudes gradually changed from emotional torational consumption. Customers purchase goods and services in pursuit of emotionalresonance and personalized requirements. Thus companies should show the strength of itsdistinctive personality and unique charm of the identity to attract customers, nurture andsustain long-term relationship with customer. Therefore, how to manage corporate identity toestablish and maintain the emotional commitment becomes the focus of the customerrelationship management theory and business circles.On the basis of absorption of the results of previous studies, this paper study perceivedcharacteristics of corporate identity and factors from multiple perspectives and try to explorethe mechanism of affective commitment from the perceived characteristics of the corporateidentity through customer identity in the context of the consumer services market. Review onthe basis of perceived characteristics of the corporate identity and emotional commitment toliterature, perceived characteristics of corporate identity can be divided into identitydistinctiveness, identity similarity, and identity prestige. We constructed a model of identityattractiveness and customer identity as mediating variables, affective commitment as thedependent variable theoretical model.This thesis proceed in empirical research by survey on consumer of retail and cateringservices, using SPSS statistical software to explore the mechanism ofof affective commitmentfrom perceived characteristics of the corporate identity. It comes to the following conclusions:1. Three dimensions of the perceived characteristics of corporate identity--identitydistinctiveness, identity prestige, and identity similarity positively impact on identity attractiveness. And the three influences in turn decrease, which reflect that the perceivedcharacteristics of corporate identity the consumers are most concerned about is identitydistinctiveness, followed by identity prestige and identity similarity minimum.2. Identity attractiveness positively impacts on customer identification. The higher theattractiveness of the corporate identity of the service providers for consumers, the moreattractiveness and support the consumers may produce, and produce their own understandingof the consistency of cognition with the service providers, which the initiative, generate theconsumers to maintain a close relationship willingly, and more likely to format customeridentity.3Customer identification positively impacts on affective commitment. The highercustomer identification emerge, the stronger emotional commitment one the basis ofemotional attachment will form,and continue to buy the service provided by the service willalso be more intense.This study, on the basis of the core of the classical theory of social identity andorganizational identity theory, try to explore customer affective commitment mechanism frommultidisciplinary perspective build, which makes the emotional commitment theoreticalsystem improve. It also uses Chinese sample data to provide empirical basis for the corporateidentity management and affective commitment. This study found that the affectivecommitment mechanism from different dimensions of perceived characteristics of thecorporate identity, which provide inspiration for China’s enterprise marketing management.