Based On The Consumer Perspective Of Corporate Social Responsibility Impact On Customer Loyalty

With the rapid development of the national economy and people’s increasing material and cultural needs of growth and consumption market competition becomes increasingly fierce, the costs for customers are rising. Customers are related directly to operate performance as the key strategic resource, cultivating loyal customers and keep long-term relationship with them, can not only affect the enterprise in market competition, more related to its long-term development. However, along with the development of economic globalization in the world, it is difficult to guarantee food safety, many poor and disadvantaged groups, ecological environment worsening and so on a series of social problems and environmental problems emerge, this makes the corporate social responsibility unprecedented, including scholars, consumers, government, business. Practice has proved that fulfilling the social responsibility actively can not only establish positive corporate image in the consumers’ mind, but also can improve customer loyalty.Papers to the stakeholder theory as the instruction, to the dairy industry as the research object, to consumer perspective as the research point, the research on the base of the results at home and abroad and further consumers, the paper discusses the theory of the corporate social responsibility, corporate reputation and customer loyalty and the relationship among them, the paper analyzes the current situation and the existing problems of the dairy industry in our country enterprise society responsibility, to build the theory of corporate social responsibility and customer loyalty model, index system and research hypothesis; Using the SPSS software, the empirical analysis of corporate social responsibility impact on customer loyalty, the research conclusion, puts forward the management advice.Paper studies four conclusions: it is the responsibility of the enterprise to consumer affects the emotional reputation; the cognitive reputation was influenced by economic responsibility; environmental liability affects the cognitive reputation; public liability affects the cognitive and emotional reputation. The second is the responsibility of the enterprise to consumers, social responsibility, and economic responsibility respectively positive influence on customer loyalty. The third is the cognitive and emotional reputation of an enterprise is positive influence on customer loyalty, the role of cognitive reputation and customer loyalty relationship is stronger than emotional reputation. The forth is reputation of cognitive and emotional reputation in corporate social responsibility and customer loyalty is the partial intermediary effect between the tested.