Exploring the Mediating Role of Customer-Company Identification: The Association Between Perceived Corporate Social Responsibility and Customer Citizenship Behavior

Abstract

Customer citizenship behavior can not only reduce the production and marketing costs of enterprises, but also improve customer satisfaction and achieve long-term development. Taking the customers of Chinese Internet companies as the research object, this study aims to examine the role of customer-perceived CSR on customer citizenship behavior and to explore whether customer-company identification will act as a mediator in it. Through an empirical analysis of 832 Internet company customers, the results reveal a significant link between customer-perceived CSR and customer citizenship behavior. At the same time, the intermediary effect of customer-company identification also has a significant supporting role. Based on the findings of the study, the following management insights can be discerned: Internet companies should actively undertake social responsibilities. Companies should also strengthen communication with customers to enable customers to have a deeper understanding of the company's social responsibility commitments, thereby enhancing customers' sense of identification with the company. In addition, companies can consider creating incentives to encourage customers to engage in more citizenship behaviors.