Study On The Effect Of Corporate Social Responsibility On Customer Loyalty Based On The Perspective Of Consumers

In recent years, corporate social responsibility has been the necessary criteria to evaluatea company. It is an inevitable trend for a company committig to social responsibility. Theconcept of corporate social responsibility was proposed in the development of knowledgeeconomics and caught the community’s attention increasly. The sector of theory mainlydefined the concept of corporate social responbility and its related theories. The stakeholdertheory was applied mostly and recognized generally. Enterprises concerned mostly that therelationships between social responsibility and the perceptions to companies. And this affectsthe enthusiasm and initiative of enterprises to fullfill social responsibility. Summarizing theprevious literaturs, there are already several theoricial and empirical researches on the impactof corporate social responsibility to corporate performance, employee behaviors, customerattitudes and behaviors.Tthis paper based on the previoes research, combined corporate social responsibilitytheory, perceived value theory, customer identification theory, customer loyalty theory toestablish the influenced mechanism from corporate social responsibility to customer loyaltywhile placing customer psychological factors as process variables. This paper mainly dicussedthe following questions through empirical method: firstly, the influence from corporate socialresponsibility to customer perceiced value and customer company identification; secondly,discussed the relationships among customer perceived value, customer company identificationand cutomer loyalty; lastly, discussed the relationships between customer perceived value andcustomer company identification, and researched the influence of corporate socialresponsibility to customer loyalty throuth customer psychological factors.The results showed that corporate social responsibilty had significant positive effect oncustomer perceived value and customer company identificaion; there was positive relationshipbetween customer perceived value and customer company identificaion; customer perceivedvalue and customer company identificaion both had positive effect on customer loyalty.Corporate social responsibility affected customer loyalty through customer perceived valueand customer company identification. This paper promoted the theoricial model of corporatesocial responsibility-customer loyalty relationship based on combining several relativetheories. It helped to the development of corporate social responsibilty theory and had somesignificance to the development of companies.