EmPirical Study On The Relationship Between Corporate Social Responsibility And Customer Loyalty

In recent years the frequent food safety, environmental pollution and the ore difficult events such as the social responsibility of the enterprise, make a word from the academic circle rapidly into public view. In today's economy under the background of globalization, to achieve sustainable development, need enterprise actively perform and assume their social responsibility, constructing the harmonious society and social responsibility of the enterprise activities will not depart from the push, the social responsibility of the enterprise getting social, governments and people of prominent groups such as attention. Adam Smith has offered the maximal profit theory, he thinks enterprise sole purpose is to maximize profits. But corporate earnings to achieve the ultimate also depends on the choices of customers, only consumers have the right to vote, "with bill.Customer loyalty and reputation is the focus of scholars and enterprise, enterprise reputation reflected image of enterprise, is the enterprise a valuable intangible assets, customer loyalty is to bring enterprise long-term value, set up the core competitiveness of the enterprise, and they are trying to acquire and maintain managers the key factors. So whether corporate social responsibility for consumer buying decisions impact, whether for customer loyalty and company reputation has effects? This is an important and valuable problem, the relations between them mechanism needs to be further exploration.In order to explore the relationship between them, this paper enterprise society responsibility, the customer loyalty and company reputation of relevant theories and literature analysis, explicit this research purpose, the theoretical model and research methods. Trying to find the social responsibility of the enterprise, the customer loyalty and the relationship between corporate reputation, the social responsibility of the enterprise to mechanism of customer loyalty river, generate the influence company reputation company reputation in the social responsibility of the enterprise and customer loyalty has what role between. Therefore, this study designed three constructs:measurement index, electrical home appliances products for the consumer to investigate object, analyses the questionnaire visit. By using statistical software, through the validity and reliability testing and regression analysis data analysis method to find the relationship between these three concepts. The empirical results show the social responsibility of the enterprise to have a positive impact on customer loyalty, the social responsibility of the enterprise have positive effects on enterprise reputation, and company reputation in the social responsibility of the enterprise and customer loyalty played the part between the mediating role, that is to say, the social responsibility of the enterprise to the customer loyalty is through enterprise reputation affect parts of realization.Through this research, this paper hopes to improve enterprise and management of social responsibility to the interests of the consumer attention and concern, strengthen the implementation of corporate social responsibility activities. Believe in has experienced a series of social crisis, Chinese enterprises through after their social responsibility to reshape its image, can regain consumer trust and loyalty.