本文尝试以品牌信任度为中介变量来验证企业社会责任与顾客忠诚度的关系，基于江苏部分地区牛乳制品消费者的问卷调查，运用SPSS13.0对调查量表各维度进行了因子分析、信度与效度检验以及回归分析，实证结果发现：企业社会责任与顾客忠诚度呈显著正相关关系，与品牌信任度呈显著正相关关系，而品牌信任度对企业社会责任与顾客忠诚度之间的关系也起到了部分中介作用。因此，企业在积极承担社会责任的同时应多关注消费者的品牌感知和评判，着力构建起品牌的信任和忠诚。
Abstract
In order toverify the relationship between CSR and customer loyalty, this paper takes brand trust as an intermediary variable and makes factor analysis, reliability,validity testing, and regression analysis which arebased on the survey of dairy consumersin some areasof Jiangsu. The empirical result demonstrates that there exists a significant positive correlation among CSR, customer loyalty and brand trust, and brand trust also plays an intermediary role in the relationship between CSR and customer loyalty. Therefore, the enterprises should focus on buildingupbrand trust andloyalty when they fulfilltheir CSR actively and also pay more attention toconsumers'brandperceptionandevaluation.
关键词
企业社会责任 /
品牌信任 /
顾客忠诚度
Key words
corporate social responsibility (CSR) /
brand trust /
customer loyalty
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基金
南通大学百名科研创新人才培养基金(通大社科2012年第19号);江苏省教育厅高校人文社会科学研究项目(项目编号：08SJB7900021)。
