The Effect Relationship among CSR, Corporate Image, Customer Satisfaction, and Customer Loyalty: Focused on Chinese Case

In the face of growing worldwide interest in corporate social responsibility(CSR), this paper explores how CSR factors influence corporate image and whether the virtuous circle relationship among the constructs of this study is or not. There may be the difference of perceptions of CSR between consumers of developing and developed countries. This study SEM to test the hypotheses. The findings showed that ethical, legal, and economic responsibilities and consumer protection of CSR positively affected corporate image but philanthropic responsibility and environmental contribution did not. Corporate image positively affected customer satisfaction and customer loyalty, and customer satisfaction positively affected customer loyalty. Thus, managers should put CSR factors into action in the perspective of consumers, which will encourage customers to perceive the firms more favorably. The conclusion draws implications for marketing practice and future research.