Research On The Influence Of Corporate Social Responsibility On Customer Loyalty In Real Estate Development Enterprises

IIWith the rapid development of economy and the increasingly fierce market competition,having more loyal customers becomes an important approach for enterprises to sustainable development,and also an important means to improve the competitiveness of enterprises in the market.In the current social background,consumers are gradually concerned about the situation of corporate social responsibility(CSR).At present,the degree of CSR in our country is generally low,and the proportion of enterprises that actively perform CSR is very small.Stakeholders,represented by consumers,require enterprises to take the initiative to assume CSR.The media has also begun to step up publicity to monitor and expose the performance of CSR,which is the product of current social development.It is a general trend to fulfill CSR.This paper is based on the consumer perspective,in the real estate industry,real estate development enterprises as the object,drawing on the research experience of many experts and scholars at home and abroad.This paper systematically discusses the effect of CSR of real estate development enterprises on customer loyalty.By using SPSS21.0 and AMOS21.0 software,this paper analyzes the influence and effect of CSR on customer loyalty,innovates intermediary variables,and verifies that CSR indirectly affects customer loyalty through corporate image.The first part of the article mainly introduces the writing background,theoretical and practical significance.Summarize the research contents and methods,display the technical route,and draw lessons from the previous research results of CSR and customer loyalty to find research gaps.It lays a theoretical foundation for the research and analysis of this paper.The second chapter introduces CSR theory,customer loyalty theory,stakeholder theory.The third chapter is the current situation and problems of the development of real estate CSR,understand the current situation of the real estate enterprise to fulfill the CSR in the whole country,and reveal the problems that still exist at present.The fourth chapter is the theoretical model and hypothesis.Based on the perspective of consumers,analyze CSR,corporate image and customer loyalty,and build the relationship between CSR and customer loyalty preliminary model.Provide the framework support for the following path research,and propose the research hypothesis.The fifth chapter is questionnaire research.Design initial scale and questionnaire.Do a small range ofpre-survey,and select variable items to get the best valid questionnaire for large-scale formal questionnaire.Then analyze and test the questionnaire data.The sixth chapter is the model construction and hypothesis testing.Construct structural equation model,study the real estate development enterprise CSR to customer loyalty,and test the intermediary role of corporate image and customer satisfaction.At last,test the hypothesis.The seventh chapter is the suggestion and conclusion.Combine the research result,put forward the suggestion of the real estate development enterprise to bear the CSR.Summarize the research conclusion,clarify the innovation point and the limitation of the research,and make the prospect to the future research.At present,the degree of CSR performance of domestic enterprises is low.I hope the research in this paper can urge real estate development enterprises to recognize the trend of social development.Pay attention to the necessity of CSR under the background of economic globalization,and take measures.To improve the level of CSR,at the same time for the government to support enterprises to assume CSR to provide reference advice.