Research On Credibility Issue For Enterprise To Customers

With China's accession to the WTO and the global economic integration steps to speed up, market competition become more and more serious. The root of enterprise competition is for customers, gaining customers is the most important factor. As a core stakeholder, the customer, is profit for the enterprise, is the lifeblood for enterprises, is the basis for the production and development. Enterprise and customer is interdependence, interaction and mutual relationship. However, the business-to-customer credibility problems emerging which become the most serious losing credibility problems. Business-to-customer losing credibility behaviors not only damage the company's reputation and image, but also undermine the competitiveness of enterprises, and hindered the development of the market economy, impacted on the functioning of the market economy. Thus, the analysis of business-to-customer losing credibility behavior must be from the origin, propose the effective methods for the construction of the customer credibility. Customer credibility construction is in favor of corporate credibility, changing the way enterprise management; enhance corporate social responsibility, to promote the healthy development of the enterprise for a long time.Enterprise-to-customer credibility research is based on the stakeholder theory, from enterprise management ethics perspective, on interpretation of the customer's credibility construction. This thesis highlights from the subjective and objective analyzing the reason for the enterprise-to-customer losing credibility behavior:the subjective aspect reason is because of the economic interests, losing credibility awareness; the objective reasons is because of the market of information asymmetry, imperfect, weak law restriction and lack of the supervising from the government. Solving the enterprise-to-customer losing credibility problem can be done by adopting internal and external effective methods, which is good for enterprise-to-customer credibility construction. The internal methods are:foremost the corporate credibility culture, strengthen the moral self-discipline, establishing credibility management regulation and setting up management department or positions; the external methods are:improvement of laws and regulations related to credibility, reinforce the functions of governments to enter encourage consumers to participate in the organization and supervision functions. In summary, we should take the self-discipline and other-discipline together, by the efforts from enterprises, customers and government to improve the enterprise-to-customer credibility.