Research On The Influence Of Corporate Environment Responsibility On Customer Loyalty In Real Estate Enterprise

In recent years, we can see that there are many problems about global warming andenvironmental pollution. Under the background of low-carbon economy, it is urgent forenterprises to take the environmental responsibility. The real estate industry as a pillarindustry of the national economy, but it is also a high energy consumption and highpollution industry, traditional extensive development cannot meet the needs to thedevelopment of times, so the real estate enterprises also have the responsibility toprotect the environment, but taking environmental responsibility also means theincrease of corporate cost. Customer is one of the most important stakeholders whoseattitude and evaluation towards corporate environmental responsibility will have acrucial effect to the enterprise. Loyal customers can help enterprises establish a goodcorporate image, win good reputation, improve the competitive ability of the enterprisebrand, attract more customers, and finally improve the business performance. Therefore,this article introduce customer loyalty which can affect business performance, we try tostudy how corporate environmental responsibility influence the consumer loyalty.This article combines Life cycle assessment（LCA）with real estate enterprisereality to divide corporate environmental responsibility into three dimensions: greenproducts, green construction and green property. And on this basis, this article analyseshow corporate environmental responsibility influences customer loyalty. From theperspective of customer perception, we introduce customer perceived value andcustomer company identification as mediators, next this article follows the logical wayof “corporate environmental responsibility-customer perceived value-customer loyalty,corporate environmental responsibility-customer company identification-customerloyalty” to analyze the influence of corporate environmental responsibility on customerloyalty. Finally, based on the research conclusion, this article puts forward policysuggestions that benefit to the government public management and corporatemanagement practice.After carding literatures about corporate environmental responsibility, customerperceived value, customer company identification and customer loyalty, we think thatcustomer perceived value and customer company identification will influence customerloyalty. Through the analysis of previous literatures we also find that corporate social responsibility or environmental responsibility can influence customer perceived valueand customer company identification, so this article thinks that corporate environmentalresponsibility can influence customer perceived value and customer companyidentification.Based on reference to previous research results, after reasonable modification, wedesign a questionnaire for this article. After the pretest, final questionnaire is formed.This article selects the real estate enterprises which take corporate environmentalresponsibility as the goal evaluation corporate, we obtain valid data through the form ofquestionnaire on the spot. Then we use software to analyze the questionnaire data, thentest the hypotheses that we proposed in this article. After the analysis of data, theconcrete research conclusions are as follows:1. Corporate environmental responsibility has a positive influence on customerperceived value, but the influence degree is different, the influence of green products oncustomer perceived value is the largest, followed by green property, finally is greenconstruction.2. Corporate environmental responsibility has a positive influence on customercompany identification, but the influence degree is different, the influence of greenproperty and green construction on customer company identification is the largest,followed by green products.3. Corporate environmental responsibility has a positive influence on customerloyalty, but the influence degree is different, the influence of green products oncustomer loyalty is the largest, followed by green property, finally is green construction.4. Customer perceived value and customer company identification identity have apositive influence on customer loyalty.5. Customer perceived value and customer company identification all serve asmediators in corporate environmental responsibility and customer loyalty.6. The influence of different consumer background is different for corporateenvironmental responsibility support.