A Study on Relationship between Corporate Social Responsibility and Customer Loyalty

[Purpose]The purpose of this paper is to investigate the effects of ethical responsibility, environmental responsibility and well－being responsibility on customer loyalty. In addition, the study first proposes that how each CSR variable influences on perceived service quality, and brand image. [Methodology]Date collected from a field suvey of 196 respondents who have had global fast food in Gyeonam provience. The path relationships of the research model were analyzed by structural equation model(SEM) using AMOS 18.0. [Findings]The results showed that the positive effect of the ethical CSR on brand image as well as the environmental CSR on perceived service quality is supported. However, the relationships among the rest variables related to CSR are not supported. Brand image has a positive effect on perceived service quality. In addition, each brand image and perceived service quality has the positive effect on customer loyalty. [Implications]Therefore, this study highlights the importance of managing CSR for corporate that intends to enhance customer loyalty. Especially, well－being CSR should be also done more actively because customers consider fast food as not－well－being food. Fast food firms should consider how CSR activities in connection with corporate goal are effective and strategic in an era of rising share values.