Study On The Effects Of Corporate Social Responsibility On The Customer Satisfaction

With the development of marketing economy, the market competition between enterprises becomes increasingly complex. Modern enterprises have become not simply economic organizations, but organizations with certain social missions. Besides legal pursuit of interests, a enterprise should focus on social morals and the interests of the correlative social groups. The essence of the pursuit of the maximum of profit makes it a concerned and emphatic issue whether the fulfillment of social responsibility can bring the increasing economic benefits. An enterprise won’t take on social responsibility spontaneously until it can get some benefits. On the other hand, an enterprise can obtain profit only when consumers buy its products. Meanwhile, the customers’purchase intention is affected by their satisfaction to the enterprise, which, in the modern society, is influenced by many aspects, including the product quality. Consequently, it is quite significant to survey whether and how the social responsibility of an enterprise influences the customers’satisfaction. The research, based on the study of the formation of the customers’satisfaction at home and abroad, selects some stakeholders to study respectively the influence of the fulfillment of an enterprise’s social responsibility over customers’satisfaction. The author, based on setting consumptions, conducts a questionnaire survey to study the influence of the fulfillment of an enterprise’s social responsibility over customers’satisfaction, and, though the analysis of data, established a regression equation of customers’satisfaction. The thesis proves that the fulfillment of an enterprise’s social responsibility can promote customers’ satisfaction to a certain extent.