The Empirical Study On The Relationship Of Corporate Social Responsibility, Corporate Reputation And Customer Loyalty

In early of last century, the concept of corporate social responsibility, once made on the subject of widespread concern in the community. Led to what is a corporate social responsibility, and why not companies undertaking corporate social responsibility need a big controversy. And this big controversy brings about the concept of corporate social responsibility more to the general community at large. Therefore, corporate social responsibility research into the relationship between financial performance and corporate social responsibility. Although the results of the study do not consistent, but native and abroad researchers are generally agreed that corporate social responsibility can enhance corporate performance. In order to study the importance of corporate social responsibility for enterprises, scholars will pay attention to the related areas that lead high performance, such as the relationship with consumers, staff and environmental. Corporate reputation is an important intangible asset of business, it reflects the company's assessment of consumers, not only can increase consumer trust on products and services, but also enables companies to attract more talent and investment, while increasing business competitiveness among the peers, the other new entrants to the industry create a powerful business barriers. Moreover corporate reputation and corporate social responsibility are closely linked, and corporate social responsibility is an important factor affecting the reputation of one company, so the reputation and corporate social responsibility of enterprises have a significant impact. Consumers are major source of companies'profits; business would spare some ways to keep their customers, and business training to those loyal customers. Thus the concept of customer loyalty was the general manager of the academic and business attention. If the customer loyalty by 5% profit rise up to 85% of space. This shows that customer loyalty for the business impact of performance is very great. For those with a good reputation in the business, they can improve products and services consumers purchase intention, to increase the confidence of business products and services, improve customer retention, improve customer satisfaction and frequency of purchase and ultimately enhance the consumer loyalty of those customers. We can see that corporate social responsibility, corporate reputation and customer loyalty are closely related. Some previous researchers have come to the corporate social responsibility and customer loyalty was a significant positive correlation. To corporate social responsibility and corporate reputation is also very significant positive relationship, and the corporate reputation and a positive correlation between customer loyalty have been widely confirmed. This purpose of this paper is to explore relationship between corporate social responsibility and the customer loyalty and identify corporate reputation play what role on the relationship between corporate social responsibility and the customer loyalty. As the corporate social responsibility is very broad choice of this research study based on the consumer perspective.China's dairy industry in 2008 experienced a great storm awareness of corporate social responsibility of the producer more attention by the community, serious blow to corporate reputation, companies lost a lot of loyal customers, through a year time, China's dairy industry has been a slow recovery, re-found their reputation and image among consumers, so this paper as the background of dairy industry, corporate social responsibility, corporate reputation and the correlation between customer loyalty.ChapterⅠdescribes an introduction, which describes the research background papers, research purposes, and this study theoretical and practical significance, and finally introduces the content and structure of this study. On the current status of the dairy industry and related theoretical studies, pointed out that corporate social responsibility, corporate reputation and the important role of customer loyalty and profits for the enterprise based on the consumer scientific perspective, and from both theoretical and practical respect to specify the importance of the relationship of the three concepts.ChapterⅡdescribes literature review, mainly on the domestic and foreign scholars, the theory of corporate social responsibility review, summarized the theory of corporate reputation, customer loyalty overview of the theory, and corporate social responsibility and review the relationship between corporate reputation, corporate social responsibility, corporate Summary of reputation and customer loyalty. Comprehensive collation and summary of previous relevant content on this research, in order to find the contents of this paper, as this study has laid a theoretical foundation. The first part made from the corporate social responsibility, the concept of corporate social responsibility, corporate social responsibility to review the relevant theory. The second part from the concept of corporate reputation measurement methods have been three theories of corporate reputation on set theory. The third part is the concept of customer loyalty, and the importance of customer loyalty in the literature review. The fourth part is the relationship Review between the Corporate Social Responsibility and Corporate Reputation .The fifth part is the corporate social responsibility, corporate reputation and customer loyalty relations Research. Find out the relationship among the three concepts.Chapter III describes the model design and hypothesis, through corporate social responsibility, corporate reputation and customer loyalty in the relations between descriptions of proposed research framework. Based on the framework and related literatures, we point out the hypotheses. That corporate social responsibility has a significant effect on customer loyalty; corporate social responsibility has a significant effect on corporate reputation; corporate reputation plays an intermediary role on the relationship between corporate social responsibility and customer loyalty.Chapter IV describes the measurement tools in this study, data collection and questionnaire design, analysis and regression model. Introduces sample selection, data collection, questionnaire design and dissemination of the research method is mainly of literature research, and survey and statistics analysis. To test the hypothesis put forward by the previous chapter, this research on the consumer who frequently purchased for dairy products .And random sampling of 210 samples of data collected and used SPSS15.0 and AMOS16.0 awakened on the data collected descriptive Statistical analysis of scale reliability and validity, survey results show that the distribution of reasonable scale had good reliability and validity.ChapterⅤdescribes the three variables through regression analysis, the relationship between the flashing. Among them, the corporate social responsibility and customer loyalty was significant positive correlation, corporate social responsibility and corporate reputation was a significant positive correlation. And corporate reputation play a part of the medium on the relationship between the corporate social responsibility and customer loyalty. Impact of corporate social responsibility on the customer loyalty is partly through the reputation. Chapter VI describes the conclusion and outlook summarizes the conclusion of this article, are: corporate social responsibility and customer loyalty was significant positive correlation ,corporate social responsibility and corporate reputation was a significant positive correlation. And corporate reputation plays a partly mediating role on the relationship between the corporate social responsibility and customer loyalty. Impact of corporate social responsibility on customer loyalty in the process is partly achieved through the reputation. And corporate social responsibility, corporate reputation and customer loyalty theory was added, and the enterprise managers made suggestions and countermeasures. Finally the limitations of this study, such as small sample size, did not join the control variables, based on a single industry. Finally, future research directions are discussed.