The Study On The Effect Of Corporate Social Responsibility On Employee Loyalty

CSR was put forward and repeatedly by all circles of the society along with formation of The Knowledge Economy, the theoretical is mainly for defining the meaning and the related theory of CSR, which stakeholder theory was utilized widely in researching CSR and also got generally accepted, according to stakeholder theory, enterprises should perform the social responsibility of shareholders, also should actively to perform the social responsibility of other stakeholders who affect business development or under the influence of business, and the business pay close attention to the relationship between the social responsibility of stakeholders and the cognitive company of stakeholders, this also affect the enthusiasm and initiative to perform CSR by company. Summarize the relevant literature we can see, a lot of scholars discuss the impact by CSR on company reputation, consumer perception, enterprise performance and employee behavior in theoretical and empirical, this paper grasp employee loyalty as the breakthrough point, discuss the relationship between CSR and employee loyalty based on employee in empirical.Summaring the previous literature, we define the CSR and The employee loyalty, generalize affecting factors and measure to the two variables, thus we design index system about CSR and employee loyalty. Using the stakeholder theory, the CSR include the responsibility for employees, consumers and environment; based on Allen and Meyer 's study about division of employee loyalty ,employee loyalty is divided into emotional loyalty, continued loyalty and obligatory loyalty ; in the study of the CSR awareness and affecting factor to employee loyalty, we found that the antecedent's education affects awareness of CSR and employee loyalty, so when we establish the model, CSR as the independent variables, employee loyalty and its factors as the dependent variables, with education as the modulation, constructing the framework and proposing research hypothesis. Finally choose telecommunications industry as the study object for the empirical study, through questionnaire survey and analysis data by SPSS, including correlation analysis and multiple regression analysis ,to verify whether assumptions right or not, and put forward rational suggestions.According to the analysis result of telecommunications industry, we mainly conclude that the CSR of telecom has significant effect on employee loyalty, different responsibility factors generate different influence on employee loyalty and its dimensions, employees'education adjust the role about CSR on employee loyalty and its dimensions ,enterprises should pay attention on the CSR construction, make the enterprises and employees realize the importance of CSR and closely related with each other, enterprises should actively perform CSR, bring benefit to society.