| With the development of society and economy, the assuming of corporate social responsibility (CSR) has risen to the height of the market strategy, and the studies of CSR have attracted wide and increasing academic attention. The community concern about CSR has thus exerted greater pressure on companies. It is particularly the case, where consumers add CSR into their consideration while making purchase choices, whereas their buying loyalty behavior directly affects business performance.Judging from the existing literature, empirical CSR researches are of a limited nature, and those focused on the relation between CSR, corporate image and customer loyalty are still less. In this study, taking lessons from existing research results at home and abroad, and based on the specific case of Lanzhou Pepsi Beverage Co.(LPBC), the objective is to investigate the relation of CSR, customer loyalty, and corporate image.From the consumer perspective, this dissertation has respectively studied the influences of three CSR dimensions of consumer, region and environment on corporate image and customer loyalty in the case of Lanzhou Pepsi Beverage Co. We have constructed a relational model on CSR, corporate image and customer loyalty, and thus presented our research hypotheses in regard to these three. By way of questionnaire, and taking LPBC as our study objective, we conducted a study of the LPBC s customer understanding of CSR, corporate image and customer loyalty. The results obtained through data analysis of212correspondents, it is proved that the CSR of LPBC and are positively correlated customer loyalty and corporate image; and corporate image plays an intermediary role between CSR and customer loyalty. By these results, some propositions are mode concerning the optimization of customer loyalty. Finally, in concluding, some prospective and limits of this research has been suggested, providing references and ideas how to improve customer loyalty for other similar enterprises. |
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