A Study On The Impact Of Corporate Social Responsibility On The Performance Of Customer Relationship Management

In recent years, the term Customer Relationship Management (CRM) has been becoming more and more popular in both research field and business field. In the current market full of intense competence, a firm's survival and development is largely decided by whether it is able to increase its customers'satisfaction and keep long-term solid relationship with them. Nowadays, our country is trying to construct a harmonious society. It seems that Corporate Social Responsibility (CSR) is becoming a fashion. We can see the special section - social responsibility on the front page of many companies'websites. Then, can social responsibility help increase customers'satisfaction? If so, what is the mechanism and how important is it? This research is to answer these questions.Many foreign and domestic researchers have done constructive work on the similar theme, which helps a lot in this research. Additionally, American Customer Satisfaction Index (ACSI) is an important reference for modeling this paper's hypotheses. Foreign researchers have done the similar research on the relationship between CSR and CS (Customer Satisfaction) with secondary data. This paper tries to test the hypotheses on the relationship between CS and CSR with first-hand data, which is from the questionnaire survey. The retail industry of Shanghai is chose as the object in this empirical research and the respondents are the common consumers of the typical firms in the industry. The collected data will be analyzed by two statistical softwares-SPSS and Lisrel.Measuring the variables is very important to questionnaire survey. This research refers the American Customer Satisfaction Index (ACSI) to measure Customer Satisfaction, Customer Expectation, Quality Perception and Value Perception. And some necessary improvements were made during this process. The measurement of Corporate Social Responsibility is more complicated. Usual evaluation methods of this variable were showed at first and then a measurement index system was built with the help of similar researches. Consistent with the expectation, the result of the data analysis indicated that Corporate Social Responsibility indeed has positive impact on Customer Satisfaction, including direct impact and indirect impact through the three antecedents. Though the object of this empirical research is only retail industry of Shanghai , the result at least tells us that undertaking social responsibility not only does good to the whole society's harmonious development but also helps companies to win competence. So, this research has important theoretical and practical implications.