Research On The Relationships Among Corporate Social Responsibility, Customer Identification And Consumer Citizenship Behavior

With the development of economy and society, corporate social responsibility hasbecome a topic attracting common concern from various circles of society. And theresearch of corporate social responsibility based stakeholders is a hot topic in theacademic circles now. Customers as one of the most important stakeholders should notbe ignored. The improvement of the ideological awareness and education level ofconsumers cause consumers to pay more and more attention to the situation of corporatesocial responsibility. The objective of the enterprise’ exist is not profit maximization,corporate must undertake the responsibility of all aspects such as customers, thecommunity, employees and natural environment. Corporate’s words and actions mayinfluence consumers’ attitude and behavior toward the corporate. Consumers canexercise influence on the corporate with the monetary voting rights in hands. In addition,consumers can also exercise influence on the corporate with extra-role behavior such ascustomer citizenship behavior. The existing research about corporate socialresponsibility based consumer, the most are about the relationship research betweencorporate social responsibility and customer purchasing behavior. And customercitizenship behavior as the behavior that customer often exist, is advantageous to thecorporate. But the quantity of research about customer citizenship behavior is still verysmall. Based on this, our study of relationship between corporate social responsibilityand customer citizenship behavior has certain theoretical and practical significance.After carding literature about corporate social responsibility, consumer-companyidentification and customer citizenship behavior, we construct a study model in whichcorporate social responsibility is the independent variable, customer citizenshipbehavior is the dependent variable and consumer-company identification is mediatorvariable. Based on the previous studies and the actual market survey, corporate socialresponsibility is finally divided into three dimensions, which contain customerresponsibility, environmental responsibility and community responsibility. Andcustomer citizenship behavior is also finally divided into three dimensions, whichcontain recommend behavior, participation behavior and feedback behavior.Based on reference to previous research results, we establish survey questionnaire.After the pretest, final questionnaire is formed. We select corporate in daily chemicalindustry, retail industry and electrical appliances manufacture as the goal evaluation corporate, which are familiar to consumer. Through the combination of fieldinvestigation and network survey, we finally get322copies of effective questionnaire.We use SPSS17.0and AMOS7.0to analyze reliability and validity of the sample data.Than this study construct the Structural-Equation-Model, and finally the researchhypotheses are analyzed with the software of AMOS7.0. The concrete researchconclusions are as follows:1. Customer responsibility has a direct positive impact on the two dimensions ofcustomer citizenship behavior (recommend behavior, participation behavior); customerresponsibility has no direct positive impact on feedback behavior. In addition, thecustomer identification has partial intermediary role in the relationship betweencustomer responsibility and recommended behavior and participation behavior, thecustomer identification has mediating role in the relationship between customerresponsibility and feedback behavior.2. Environmental responsibility has no direct positive impact on the threedimensions of customer citizenship behavior (recommend behavior, participationbehavior and feedback behavior). Environmental responsibility has positive influenceon recommend behavior, participation behavior and feedback behavior throughcustomer identification. And customer identification play a mediating role in therelationship between environmental responsibility and the three dimensions of customercitizenship behavior (recommended behavior, participation behavior and feedbackbehavior).3. Community responsibility has no direct positive impact on the three dimensionsof customer citizenship behavior (recommend behavior, participation behavior andfeedback behavior). Community responsibility has positive influence on recommendbehavior, participation behavior and feedback behavior through customer identification.And customer identification play a mediating role in the relationship betweencommunity responsibility and the three dimensions of customer citizenship behavior(recommended behavior, participation behavior and feedback behavior).Finally, based on the conclusion, this study puts forward policy suggestions thatbenefit to the government public management and corporate management practice.