Research On The Relations Among Corporate Social Responsibility, Corporate Reputation And Customer Citizenship Behaviour

The important influence of customer behavior on enterprise cannot be ignored,the point that customer is the part-time employee of service enterprise attracts moreand more widely attention. Customers often take participate in the production anddelivery process of the service, play the "members" or "part-time employees "roles inthe process, and undertake the part of responsibility and working which should beundertook by the service staff in the enterprise. Customer citizenship behavior hasextended customer behavior, and has positive influence on enterprises in many ways,for example, to improve the enterprise performance, to help enterprises improve thequality of the product or service, to reduce the enterprise’s marketing cost and so on.Because of this, customer citizenship behavior becomes a focus of academic researchin recent years. Sen&Bhattacharya (2001)maintain that corporate social responsibilityhas spillover effect or halo effect, and has a positive impact on consumers. From thepoint of social exchange theory, when the customers are learning of the corporatesocial responsibility behavior, they have reason to provide appropriate help to theenterprise. By collating the relevant literature, however, we can find that the existingresearches focus largely on the impact of corporate social responsibility on customerrole behavior such as buying behavior, the quantitative is relatively lack. Therefore,getting rid of the customer citizenship behavior from consumer behavior andseparately having research on customer citizenship behavior has important theoreticalsignificance.According to the theory of asymmetric information, it’s hard for the consumer tohave a true comprehensive understanding to the actual performance of corporatesocial responsibility, therefore, the impact of enterprise corporate responsibilitybehavior on consumers may be done by other intermediate forces. Bearing the socialresponsibility positively can improve the level of enterprise’s reputation, goodcorporate reputation is precious intangible assets to enterprise, good corporate reputation can also strengthen customer trust, and enhance the level of enterprisecustomer relationship. Thus, we can see that corporate social responsibility behavioraffects the occurrence of customer citizenship behavior, the different levels of socialresponsibility that enterprise bears have differences effect on customer citizenshipbehavior, As a result, it is of great significance to explore the relationship betweencorporate social responsibility, corporate reputation and customer citizenshipbehavior for building enterprise customer relationship and supplement the relevantresearch on customer citizenship behavior. On the basis of the relevant research, thispaper analyze the relationship among corporate social responsibility, corporatereputation and customer citizenship, built theoretical model and proposed relevanthypotheses.Firstly, by verifying the effect of corporate social responsibility on customercitizenship behavior, we can found that customer citizenship behavior was influencedpositively by corporate social responsibility. And corporate social responsibility havea positive impact on its three dimensions (customer recommended behavior, helpother customer behavior, customer advice behavior).Secondly, by verifying the effect of corporate reputation on customer citizenshipbehavior, we can find that the customer citizenship behavior was influencedpositively by corporate reputation, and have a positive impact on corporate reputationand its three dimensions(customer recommended behavior, help other customerbehavior, customer advice behavior).Finally, by verifying the intermediary role of corporate reputation in therelationship between corporate social responsibility and customer citizenshipbehavior, the empirical results show that corporate reputation plays a completelyintermediary role in the relationship between corporate social responsibility andcustomer recommended behavior, the corporate social responsibility will influencecustomer citizenship behavior through corporate reputation. Corporate reputationplays a partly intermediary role not only in the relationship between corporate socialresponsibilities and helps other customer behavior, but also in the relationshipbetween corporate social responsibility and customer advice behavior.Through study on the relationship among corporate social responsibility, corporate reputation and customer citizenship behavior, this paper, on one hand,enrich the relative study among social responsibly, corporate reputation and customercitizenship behavior, and discusses the impact process of corporate socialresponsibility on customer citizenship behavior, on the other hand, this study providesa better understanding on customer citizenship behavior, especially on the generationmechanism of customer citizenship. In the aspect of practice, the conclusion of thisstudy can offer some help for enterprise marketing strategy, guide enterprise to carryout marketing activities effectively, and win the positive situation in the market. Bybearing the social responsibility actively, the enterprise can shape a good image,improve the corporate reputation, promote the emergence of customer citizenshipbehavior, and establish a high level of customer relationship.