The Influence Of Corporate Reputation On Customer Citizenship Behavior

With the trend of globalization of service industry, service enterprise already will change the focus from products to customers in order to gain an advantage in the fierce competition in the market. Especially with the arrival of the era of personalized service, customers play a more and more important role in process of production and delivery, and their behaviors have more influence on the enterprise. Customer citizenship behavior is extra role behavior which benefits to enterprise and has the important influence on the enterprise economic benefit and social benefit.Research on customer behavior is a hot topic in the field of marketing research in recent years. At first, the research mainly focus on the customer behavior in the process of enjoying products and services. With the increasing participation in the delivery of production and service, the customer extra role behavior is getting more and more attention, and customers are regarded as "part-time workers". For that, research on customer behavior expands from the research of in-role customer behavior extra role behavior which is called customer citizenship behavior. However, research on customer citizenship behavior is relatively new. The research on abroad is for over ten years and the research in nation is still on the starting stage and the theoretical framework is still not perfect. So the research on customer citizenship behavior need further research.In this paper, the author sum up and learn a lot from the past researchs and try to build a conceptual model, incorporating corporate reputation, customer commitment, customer citizenship behavior and regular focus. Customer commitment is used as the mediator variable and regular focus is used as the moderator variable. On the basis of these efforts, this paper attempts to find out the influence of the corporate reputation on the customer commitment and customer citizenship behavior. With the help of the past research results on the customer behavior, author established a hypothesis model.The model was tested and analyzed using supermarket as the product stimulus in a collection of 270 sample data with the help of SPSS 17.0 and Amos 22.0 statistical software. It led to these following conclusions:(1) The cognitive corporate and affection reputation have a significant impact on customer commitment;(2) Cognitive reputation has significant impact on reommedication and helping customer, while affection reputation has significant impact on recommedication, helping customer and providing feedback;(3) Customer commitment has significant influence on customer citizenship behavior’s three forms;(4) Cognitive reputation has complete mediating effect on customer commitment and recommendation while has partial mediating effect on customer commitment and helping customer. Affection reputation has partial mediating effect on customer commitment and recommendation and helping customers;(5) Promotion focus has a positive moderating effect on the relationship between corporate reputation and customer citizenship behavior, and prevention focus has a negative moderating effect. Howerver, promotion focus and prevention focus has no moderating effect on the relationship between corpoarate reputation and customer commitment.