Relationship Between Customer Perception Of Corporate Social Responsibility And Customer Loyalty

Corporate Social Responsibility (CSR) is one of the current hot study issues in academic circles. Accompany with the development of social and economy, corporate social responsibility become closely integrated with enterprise market strategy. Corporate Social Responsibility means companies should be responsible for the stakeholders while they maximize the interest of the stockholders. And stakeholders include employees, shareholders, customers, natural resources and environment. As the public's emphasis level increasing to corporate social responsibility, some companies are under growing pressure to embrace social responsibility. How to choose the appropriate content and model of social responsibility to fulfillment of CSR needs and business development to achieve win-win situation become concerned by enterprises.As customer behavior can directly affect the financial results of enterprises, customer has been considered to be the most important stakeholders. Recent years, academic pay more attention to the relationship between customer and CSR. Based on the past research, this article summarized and sorted the concept of CSR and customer especially the relationship among customer behavior, customer loyalty and CSR. This research comprised by following main aspects:1.Literature study, include CSR and customer loyalty concept analysis. Learned from the foreign research this research defined two model of CSR activities-institutionalized CSR programs and promotional CSR programs; 2. Based on the theoretical research we constructed the research model and put forward hypotheses; 3.Issued questionnaires to collect data, statistical and analysis. From the empirical respect examined the degree of support on the research models and assumptions.Trough this research, we obtained main conclusions as following:1.Customer's perception attitude to the two CSR program is different, the perception attitude of institutionalized CSR programs is better than promotional CSR programs.2. Customer's loyalty to the two enterprises with different CSR programs is different; the loyalty degree of institutionalized CSR programs is higher than promotional CSR programs; 3. The customer perception of corporate social responsibility behavior and customer loyalty is significantly correlated.