The Empirical Study On The Impact Of Corporate Social Responsibility Behavior On Customer Loyalty

Corporate social responsibility is firstly raised during nineteenth Century twenty in the United States. While in China, researches covering this field come into being relatively late. However, With the rapid economic development, disadvantages of enterprise itself is emerging. They set the social morals in disregard of the blind pursuit of maximizing their own interests and Causes the enterprise ethics consciousness is low, enterprise credit is low, Social responsibility being fade, honesty being lack and so on. These questions are on China’s enterprises to fulfill their social responsibilities, the true portrayal. The discussion focuses on whether the enterprise should be the simple pursuit of economic profit, but ignore the corporate social responsibility. And customer loyalty and profitability of the business as a closely related problem also has always been the research subject of many scholars.Therefore, scholars and domestic enterprises began to fulfill their social responsibilities for the strategic significance of customer loyalty.The study is based on the related research theories of scholars at home and abroad and the specific content of selected four dimensions of economic responsibility, environmental responsibility, legal responsibility and charitable responsibility to study corporate social responsibility from the perspective of the concept of corporate social responsibility. In addition, this paper is based on the customer perspective. Therefore, according to research needs to customer loyalty is divided into attitude loyalty and behavior loyalty and to study the relationship between the two.This research take the customer as the research object and being based on what it has been to construct the research model between corporate social responsibility and customer loyalty. And put forward the research hypothesis both between contents.According to the hypothesis, this study confirmed by empirical research methods.By issuing survey questionnaires and setting sporting goods industry as the research object, we make a survey of corporate social responsibility and customer loyalty relevance to often buy sporting goods consumers. Through analysis conclusion, there was a positive correlation between CSR and customer loyalty and customer attitude loyalty accumulation helps into behavior loyalty. In this study an analysis of demographic variables on the impact of corporate social responsibility and customer loyalty through the variance of. The results of the study show that there were significant differences in the aspects of corporate responsibility for customers of different income level of customers and there were significant differences in the corporate responsibility to customers and customer loyalty in terms of different occupation customers. Last, this study summarizes the related research conclusion, research on the shortage and the future research is prospected.