Abstract: Based on the theory of social identity and organizational support， the empirical research method was used， and the mechanism of customer resources affecting customer value through customer-company identification and perceived organizational support was analyzed. The results showed that:customers’ human resources and relationship resources have a significant impact on customers’ utilitarian value and hedonic value; customers’ human resources and relationship resources have a significant impact on customer-company identification and perceived organizational support; customer-company identification has a significant positive impact on customers’ utilitarian value and hedonic value;perceived organizational support has a significant positive impact on customers’ utilitarian value;customer-company identification and perceived organizational support have mediating effect on the relationship between customers’ human resources and customer value;the relationship between customer-company identification and perceived organizational support is non-recursive.

Key words: customer resource, customer-company identification, perceived organizational support, customer value