The Role Of Customer Image In The Transfer Of Corporate Social Responsibility And Customer Loyalty

Enterprises are playing a vital role in the promotion of social and economic development,so the concern for the enterprises in academic community is always in a high degree.With the continuous progress and development of the social environment,the enterprises,which playing as an integral part of the social,are no longer simply required to be responsible for profitability,but also are required to be responsible for consumers,the environment,the communities and other stakeholders.It is defined as corporate social responsibility,which has aroused widespread debate and discussion in academic discussion recently.In order to reveal how the corporate social responsibility behavior effects thedevelopment on the enterprises,this thesis will study it from the consumer's perspective.At present,the study on the influence of corporate social responsibility on customer loyalty is not perfect,and customer loyalty is the best result for the business operation.Today,the enterprises are facing more intense competition;customer loyalty is important for ensuring the healthy and stable development of a business.Therefore,this article focuses on how the performance of corporate social responsibility behavior will make impacts on customer loyalty.This thesis chooses the Korean enterprises rooted in the Chinese environment as the research sample,exploreing the influence of corporate social responsibility on customer loyalty,and the role of corporate image in this process.Through the data collection method of questionnaire survey and the data analysis method of statistical analysis software such as SPSS20.0,the following conclusions are drawn:The behavior of corporate social responsibility behavior positively affects customer loyalty.Among them,the behavior of environmental responsibility in corporate social responsibility positively affects customer loyalty;the behavior of consumer responsibility in corporate social responsibility positively affects customer loyalty;community(charitable)responsibility behavior in corporate social responsibility positively affects customer loyalty The Corporate social responsibility behavior is a positive impact on corporate image.Among them,the behavior of environmental responsibility in corporate social responsibility has a positive impact on the corporate image;the behavior of consumer responsibility in corporate social responsibility positively affects the corporate image;the community(charity)responsibility behavior in corporate social responsibility positively affects the corporate image The Corporate image is positively affecting customer loyalty.Corporate image plays a mediating role between corporate social responsibility and customer loyalty.Among them,the corporate environmental responsibility in the corporate social responsibility and customer loyalty between the intermediary role;corporate consumer responsibility in corporate social responsibility and customer loyalty between the intermediary role;corporate community(charity)responsibility between corporate social responsibility and customer loyalty Play an intermediary role.According to the research conclusions,this thesis gives some management implications,with the limitations of the research,and puts forward the prospects for future research.