A study on the perceived CSR and customer loyalty based on dairy market in China

The use of corporate social responsibility (CSR) initiatives to influence consumers´ buying behaviour has become quite common. The relationship between CSR and customer behavior is one of the most important research focuses of management scholars. In this article, we develop a theoretical framework that specifies how the perceived CSR influences customer loyalty. Empirically we find that the perceived CSR has not significant impact directly on customer loyalty, but it has significant impact on service/product quality, customer satisfaction, customer trust, corporate image. So, our conclusion is that the perceived CSR affects indirectly the customer loyalty through the antecedents of customer loyalty. Our conclusion provides meaningful references for companies to cultivate customer loyalty.