The Effects of Corporate Social Responsibility on Corporate Image, Relationship Quality and Customer Loyalty

The purpose of this paper is to identify the relationship among factors of corporate social responsibility, corporate image, relationship quality, and customer loyalty with 198 university students in Korea. The results of this paper showed that economic responsibility factor, legal responsibility factor, environmentalism factor, and consumer protection factor had a positive effect on corporate image except ethical responsibility and philanthropic responsibility factor. In particular, consumer protection factor affected corporate image more than the other factors. In addition, corporate image had a positive effect on customer trust and commitment of relationship quality. The trust and commitment had a positive effect on customer loyalty. Therefore, because the relationship among factors of corporate social responsibility, corporate image, relationship quality, and customer loyalty is a good circulation, marketers should manage and improve factors of corporate social responsibility.