An Empirical Study On The Effects Of CSR On Customer Citizenship Behavior

Corporate social responsibility has become an international trend in the enterprise development today.In recent years,the relationship between the corporate social responsibility and customer response has become more and more popular,much attention has been paid to the existing studies mostly customer purchasing behavior oriented to explore the relationship between corporate social responsibility and customer response.However,customers can bring companies more than to buy,they are likely to voluntarily engaged in spread positive word of mouth,and actively participate in the brand community to a higher level of customer citizenship behavior.In the research on the relationship between corporate social responsibility and customer citizenship behavior study,most studies reveal the influence mechanism based on the perspective of attitude,but link is very weak because of a lot of adjustment between attitude and behavior variables,so that the attitude can not predict behavior very well,especially high level of individual behavior.Relative to the attitude,Emotional Attachment can provide more novel knowledge in the prediction of exchange relationship results in higher level,but at present,there are less studyding the relationship between corporate social responsibility and customer citizenship behavior from the perspective of Emotional Attachment.So,this article study the relationship between corporate social responsibility and customer citizenship behavior and influence mechanism.from the perspective of Emotional Attachment.This paper put forward research hypothesis and theoretical framework based on the realistic background and emotional attachment theory,mainly includes three parts:(1)corporate social responsibility significantly positive influence on customer citizenship behavior;(2)emotional attachment plays a mediating role in the process of corporate social responsibility affect customer citizenship behavior;(3)self-enhensement plays moderating role in the process of corporate social responsibility affect emotional attachment.We collected 205 valid questionnaires through questionnaires,including sample of undergraduates,MBA students and ordinary employees.The conclusions are as follows:(1)Good corporate social responsibility performance is an important source of customer citizenship behavior;(2)Emotional link is an important bridge to establish the relationship between business and consumer;(3)Corporate social responsibility is the establishment of customer and business An important source of emotional relevance.