Research On The Influence Mechanism Of Corporate Social Responsibility On Customer Loyalty

In the current social context,public are more value about corporate social responsibility.The corporate social responsibility is the element of nowadays social development,and fulfilling responsibility is the common trend.Now,enterprises must balance economic contribution and social responsibility.Especially in the context of China's rapid economic growth and increasingly fierce market competition,getting more loyal customers has become a good strategy for the sustainable development of enterprises and an important method to improve the progress of company.The International attention to corporate social responsibility is becoming more and more obvious.Many foreign companies attach great importance to its role in all aspects of its development,and actively disclose their own social responsibility activities.In the other way,corporate social responsibility activities is regarded as an important means to promote the advantages of the company.But for most domestic companies,customer's sense of social responsibility is still inferior.The existing literature has carried out a lot of research on corporate social responsibility and client loyalty,but the literature directly discussing the mechanism of influence between these two variables is relatively fragmented and does not form a complete analytical framework.On the foundation of fully collect and relevant literature at home and abroad,this paper systematically sorts out and improves the existing study on the mechanism affect between corporate social responsibility and client loyalty,and adds brand reputation as a mediator variable and CSR belief as an adjustment variables.Byverifying the role of the mediator variable and adjustment variables between the two host variables,analyze the process mechanism of corporate social responsibility affecting client loyalty.It mainly forms four main contents:(1)the relationship and impact mechanism)of corporate social responsibility and client loyalty;(2)the medium role of cognitive reputation in brand reputation between corporate social responsibility and client loyalty;(3)the medium role of emotional reputation in brand reputation between corporate social responsibility and client loyalty;(4)the effect of CSR belief in the regulation of corporate social responsibility and client loyalty.Through empirical exploration and data testing,the results show that corporate social responsibility positively affects client loyalty,this influence is divided into direct and indirect paths,which will play its role in client loyalty through the medium role of brand reputation,and there is also the regulatory role of CSR beliefs that have an impact on customer loyaltyThis paper is based on the customer's view,and the empirical research on corporate social responsibility and client loyalty.This has great significance for many Chinese companies to understand the concept of social responsibility and attach importance to the investment of corporate social responsibility.At present,based on profit and survival competition,most companies in China do not have an understanding of the important role of social responsibility in enhancing corporate value and client loyalty.In the degree of fulfillment of corporate social responsibility,compared with foreign companies,domestic companies are lacking in both conceptual understanding and action.Under this circumstance,consumers' perception of the company's social responsibility investment is very low,and more and more people who are related to the company's interests begin to demand social responsibility for the company.Therefore,the research results of this thesis can provide some suggestions and inspirations to solve this problem.In addition,this paper summarizes the research framework of the influence mechanism of corporate social responsibility and client loyalty after combing the existing research context,complement the weak links and suggest possible exploration paths in the future social responsibility field.It is expected that management scholars will further explore the mechanism ofcorporate social responsibility and client loyalty,and calling on practitioners to strengthen their implementation of obligations in all aspects of enterprise development and keeping to think about the corresponding responsibility.