A Study On The Impact Of Auto Enterprises' CSR Behavior On Customer Value

With the global resource constraints and environmental degradation,the state and the public are raising more and more concern about the problem of sustainable development of society.The public' s perception of business goals gradually beyond the scope to meet the interests of shareholders,they think it also should include the social responsibility for the economic,legal,moral,charitable and environmental aspects.Chinese auto industry has developed rapidly,and the automobile production involves industries of steel,petrochemical and many others,the influence of automobile production is enormous.In recent years,the automobile exhaust emissions' contribution on PM2.5 was highly emphasized.So it is important and urgent for us to study the social responsibility of automobile enterprises.It is studeied that consumers are willing to contribute to the social environment by choosing products which are produced by corporates with sence of social responsibility.Companies which are engaged in social responsibility and concerned about the public's rights and the environgment not only get better images and reputations,but also build high customer loyalty.Although the study of corporate social responsibility(CSR)based on commercial value attracts the attention of many scholars,there is few research on the contents of CSR for automobile industry and the difference between CSR activities' impact on customer perceived value.In order to explore the influence of CSR behavior of automobile enterprises,this paper establishes a new connotation of corporate social responsibility based on a large number of literature and theoretical basis,it links it with customer value creation.In this paper,I am trying to invest how the social responsibility behavier of Chinese auto companies would impact on customer value;consider the nature of the brand's(transnational or domestic)regulatory effect on the relationgship between the CSR and customer value.On the basis of relevant theories,this paper first establishes the social responsibility activity system for automobile enterprises,including customer relationship and satisfaction,product quality and safety,product and service innovation,responsibility for government,responsibility forshareholders,responsibility for employees,responsibility for partners,responsibility for community and responsibility for the environment.Through the questionnaire survey and data analysis,it is concluded that product quality and safety responsibility,customer relationship and satisfaction,responsibility for the environment,responsibility for community and product and service innovation have a significant impact on customer perceived value,however,the impact of responsibility for shareholders,responsibility for employees and responsibility for partners on customer perceived value is not significant.But the data also show that there is a clear correlation between these CSR activities,indicating that the activities are interrelated,companies can not ignore the responsibility for employees,shareholders and partners.The study also shows that the nature of the brand has a regulatory effect on this relationship.There are three aspects of reasons can explain this phenomenon,f irestly,customers have different impressions on multinational and domestic brands' image and ability;secondly,the influence of the social responsibility activities of multinational enterprises is butterfly effect;thiredly,the multinational enterprises in developing countries have special status,consumers generally believe that it should bear more special responsibility,so the multinational-brand car companies' CSR behavior have a stronger impact on consumer's perceptive value.Based on the conclusion of the study,the article finally put forword some relevant recommendations for future management.