The Research On The Satisfaction Model Based On The Corporate Social Responsibility Theory

With the market competition is increasingly intensifying, more and more enterprisesrealize the importance of social responsibility. As a part of the society, enterprises not onlyto pay attention to consumer trends and thus meet the demand, but also to be considered theresponsibility of employees, communities and other stakeholders. Consumers are theexternal asset of a company who can bring the profit directly. Employee is the internalresources of a company who can create value. At the same time, as a member of thecommunity, enterprise can communicate and interact with community about economy, legal,cultural and so on. Many companies want themselves would be socially responsibleenterprises. Most researchers only do research on customer satisfaction or employeesatisfaction separately. This article views consumers, employees and community as a wholesystem and analyzes this one, then arrives at the impact on customer satisfaction. It mainlycontributes to the theory and practice as following:Firstly, this article describes the research background, significance and research status,then classifies and analyzes the theory of corporate social responsibility. Further more, thearticle lists the previous studies of satisfaction models.Secondly, According to the theory of corporate social responsibility, this article takesthe three groups of consumers, employees and communities for the study, combined withthe ACSI model, the theory of internal marketing and corporate community relations theory.The article takes nine latent variables, and makes customer satisfaction in the center ofstructural equation model which is built according to several hypotheses. Meanwhile, thearticle analyzes the latent variables one by one, and identifies each measured variables.Thirdly, the article gives the basic principles of structural equation model, and analyzessteps, and views real estate industry as a research object, then according to the measuredvariables for the different survey groups, this article designs two kinds of questionnaire.Finally, the article collects the questionnaires after the screening, and uses of SPSS fordata reliability and validity analysis, then uses AMOS software to evaluate and test themodel and corrects it. Getting the conclusion after comparing with the previous conclusion,the article provides the support for the customer satisfaction strategy of social responsibility.