A Research Of The Effect That Corporate Social Responsibility From Consumers' Perspective Has On Corporate Reputation

In the globalized economy environment, the fierce competition led enterprise aware the importance of reputation much more. As a source of sustainable competitive advantage, good reputation can help companies improve their core competitiveness, and enhance customer loyalty, and thus how to improve corporate reputation become issues of common concern. There are many factors influencing the reputation of enterprise, this paper has an important research on corporate social responsibility influencing on company's reputation, on the one hand, because corporate social responsibility helps to establish good relations between the public and enterprises, improve the public to the enterprise's evaluation, improve the enterprise prestige. On the other hand, it is because in today's globalized economy environment, actively advocated the enterprises in our country take social responsibility has become an inevitable trend. Therefore, it is necessary to further research and discussion the relation between them.The main purpose of this paper is to explore the impact of Corporate Social Responsibility from the consumer perspective on corporate reputation, due to the different industries of this effect there is a difference, the paper chose to study the retail industry. Paper include the following:On the basis of reading the literature, combing the corporate social responsibility and corporate reputation related theory, established the evaluation index system of corporate reputation and the general evaluation index system of corporate social responsibility, and through interviews, accessed the evaluation index system of corporate social responsibility from the consumer's aspect, and then create the assumption relationship model between social responsibility and corporate reputation; Made a questionnaire survey in 16 provinces and cities, and then made a statistical analysis on the use of spssl6.0 statistical analysis software to these collected data,to verify the fit of the model and the support of the research hypothesis, finally put forward to some suggestions to improve enterprise's reputation from the angle of corporate society responsibility according to the results, and future research were prospected. The results show that the corporate social responsibility from the consumer perception has a significant positive effect on the corporate reputation. Specific conclusions are:corporate responsibility to the consumer, environment, staff, social welfare and charitable for the emotional factor of corporate reputation regression coefficients were reduced; corporate responsibility to public welfare and charity, environment, consumer, staff for the perception of corporate reputation factor regression coefficients were reduced; corporate responsibility to employees, environment, social welfare and charitable, consumer the responsibility of the intention of the business reputation of the regression coefficients were reduced.