【作者】 李相静；

【导师】 覃蓉芳；

【作者基本信息】 西南交通大学 ， 行政管理， 2011， 硕士

【摘要】 企业社会责任是目前学术界研究的热点问题之一。随着社会经济的发展,企业社会责任的履行与企业市场战略结合的越来越紧密。所谓的企业社会责任,是指企业在谋求股东利益最大化之时所负有的对企业利益相关者的责任。利益相关者包括：企业雇员、股东、顾客、自然资源、环境等。随着社会各界对企业履行社会责任重视程度的不断增加,企业社会责任的履行也增加了一些企业的成长压力。如何选择合适的企业社会责任内容和适应企业发展的社会责任履行方式,使企业社会责任的履行和企业发展达到双赢,成为企业界越来越关注的问题。由于顾客的一系列行为可以直接影响企业的财务业绩,因此一直被认为是企业最重要的利益相关者。近几年企业社会责任与顾客关系的研究在学术界越来越重视。本文通过对过去关于该课题的研究做了总结和梳理,从顾客感知的企业社会责任行为方式与顾客忠诚关系的角度出发,对二者的相关关系进行了实证研究。本文的主要研究工作有以下几个方面：1、在文献研究的基础上,规范分析了企业社会责任和顾客忠诚度的概念,借鉴国外学者的研究对企业社会责任两种不同履行方式进行了界定；2、在理论研究的基础上建立了研究模型并提出了研究假设；3、发放调查问卷,收集数据,并进行统计分析,探讨实证资料对研究模型和假设的支持程度。通过上述的研究工作,论文获得的主要研究结论有以下几个：1、顾客对制度型企业社会责任履行方式和促销型企业社会责任履行方式的感知态度是不同的,相对而言顾客对制度型企业社会责任履行方式的感知态度更高；2、顾客对两种不同社会责任履行方式的企业的忠诚度是不同的,相对而言,对制度型社会责任履行方式的企业的忠诚度要更高一些：3、顾客感知的企业社会责任行为方式与顾客忠诚度之间存在显著相关关系。更多还原

【Abstract】 Corporate Social Responsibility (CSR) is one of the current hot study issues in academic circles. Accompany with the development of social and economy, corporate social responsibility become closely integrated with enterprise market strategy. Corporate Social Responsibility means companies should be responsible for the stakeholders while they maximize the interest of the stockholders. And stakeholders include employees, shareholders, customers, natural resources and environment. As the public’s emphasis level increasing to corporate social responsibility, some companies are under growing pressure to embrace social responsibility. How to choose the appropriate content and model of social responsibility to fulfillment of CSR needs and business development to achieve win-win situation become concerned by enterprises.As customer behavior can directly affect the financial results of enterprises, customer has been considered to be the most important stakeholders. Recent years, academic pay more attention to the relationship between customer and CSR. Based on the past research, this article summarized and sorted the concept of CSR and customer especially the relationship among customer behavior, customer loyalty and CSR. This research comprised by following main aspects:1.Literature study, include CSR and customer loyalty concept analysis. Learned from the foreign research this research defined two model of CSR activities-institutionalized CSR programs and promotional CSR programs; 2. Based on the theoretical research we constructed the research model and put forward hypotheses; 3.Issued questionnaires to collect data, statistical and analysis. From the empirical respect examined the degree of support on the research models and assumptions.Trough this research, we obtained main conclusions as following:1.Customer’s perception attitude to the two CSR program is different, the perception attitude of institutionalized CSR programs is better than promotional CSR programs.2. Customer’s loyalty to the two enterprises with different CSR programs is different; the loyalty degree of institutionalized CSR programs is higher than promotional CSR programs; 3. The customer perception of corporate social responsibility behavior and customer loyalty is significantly correlated.更多还原