Study On The Effects Of Customer Identification On Customer Citizenship Behaviors: The Mediating Role Of Customer Commitment

The high-speed development of economy, the huge changes in the market environment has undergone. The improvement customer living standards and the changing of consumption idea make customers more willing to participate in the process of consumption and services for independent choice and consumption. The differences between enterprises of the same type of product continues to decrease, it makes the competition among enterprises to transform business and customers whether to establish a stable relationship. Enterprises treat customers as the part-time employees, and let them make useful recommendations, help and feedback to the enterprise, it will not only help enterprises to reduce costs, attract new customers, and by cultivating customer identification and customer commitment to encourage customers to produce customer citizenship behavior, but also is the effective means to obtain a unique competitive edge. Thus starting from the actual, based on the perspective of the customer citizenship behavior, and explore the impact and mechanism of customer identification on customer citizenship behavior, this has important significance for the formation of the contestable of company and the deepening of management theory research.Based on the collected and summarized the relevant literature, summarized and defined the concept of customer identification, customer commitment and customer citizenship behavior, and determined the dimensions of each variable and measuring tool, and then systematically combing the relationship among customer identification,customer commitment and customer citizenship behavior. After put forward the research hypothesis, I set up the conceptual model of customer identification,customer commitment and customer citizenship behavior. Through the questionnaire survey to get the data, I use SPSS software to scale reliability and validity, use the correlation analysis and regression analysis to examine the research hypotheses. It is concluded the article’s research conclusion, namely customer citizenship behaviorconsists of the recommendation behavior, helping others behavior and feedback behavior, customer identification has positive correlating with the three dimensions of customer citizenship behavior; customer commitment consists of affective commitment and continuous commitment, customer identification has a positive correlation with the two dimensions of customer commitment, there is a positive correlation between customer commitment’s two dimensions and three dimensions of customer citizenship behavior, and customer commitment plays an intermediary role between the customer identification and customer citizenship behavior. According to research findings and put forward relevant enterprise marketing management recommendation, that companies in the business process must focus on training customer identification, through customer commitment, to form an emotional connection with old customers, only using various ways to obtain feedback and suggestions of customers, making it consciously produce citizenship behavior, and by continuing to reward customer citizenship behavior, consolidating customer citizenship behavior continue to occur, and then it will form lasting competitiveness of enterprises.