Research on relationship between corporate socialresponsibility and customer loyalty—Anempirical analysisbased onsomeof the dairy consumerawareness

Abstract

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.

Key words: corporate social responsibility (CSR), brand trust, customer loyalty

CLC Number:

F270

Chen Xiaofeng. Research on relationship between corporate socialresponsibility and customer loyalty—Anempirical analysisbased onsomeof the dairy consumerawareness[J]. Science Research Management, 2014, 35(1): 97-105.

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