Title :
A study on the perceived CSR and customer loyalty based on dairy market in China
Author :
Liu, Yanqiu ; Ji, Hongli ; Fenglan
Author_Institution :
Sch. of Manage., Inner Mongolia Univ. of Technol., Hohhot, China
Abstract :
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.
Keywords :
consumer behaviour; corporate social responsibility; customer satisfaction; dairy products; CSR; consumer buying behaviour; corporate image; corporate social responsibility initiatives; customer behavior; customer loyalty; customer satisfaction; customer trust; dairy market; product quality; service quality; Batteries; Customer relationship management; Customer satisfaction; Educational institutions; Finance; Financial management; Focusing; Jacobian matrices; Performance analysis; Technology management; Corporate reputation; Customer loyalty; Customer satisfaction; Customer trust; Perceived corporate social responsibility;
Conference_Titel :
Service Systems and Service Management (ICSSSM), 2010 7th International Conference on
Conference_Location :
Tokyo
Print_ISBN :
978-1-4244-6485-2
DOI :
10.1109/ICSSSM.2010.5530161