随着社会经济的发展,企业社会责任的履行上升到市场战略的高度,对企业

社会责任的研宂也越来越受到学术界的重视。社会各界对企业履行社会责任的情

况的关注为企业施加了较大的压力,尤其是消费者逐渐将企业社会责任履行的情

况加入到他们做出购买选择时的考虑因素中,而客户的购买忠诚行为直接影响企

业业绩。

从文献总量上看,釆用实证方式研究企业社会责任的文献非常少,而具体研

宄企业社会责任、企业形象以及客户忠诚之间联系的作研宄的少之又少。本研宄

借鉴国内外已有的研究成果,基于兰州百事饮料有限公司的具体实际,研宄企业

社会责任与客户忠诚的关系,并对企业形象的中介作用进行检验。

本文从消费者视角出发,对消费者、地区和环境三个维度进行了研宄,分别

分析了兰州百事饮料有限公司企业履行社会责任的程度对企业形象和客户忠诚

的影响。本研宄构建了企业社会责任、企业形象与客户忠诚三者之间的研宄模型,

并提出了三者间的研究假设。通过发放调查问卷的方式,以兰州市场饮料消费者

为研宄对象,对经常购买兰州百事的消费者进行企业社会责任与客户忠诚的相关

情况的调查。通过对212名被访者数据分析的结果,兰州百事企业社会责任与客

户忠诚以及企业形象存在正相关关系;企业形象在企业社会责任与客户忠诚之间

起到了中介作用。由此提出兰州百事基于社会责任的客户忠诚度提升策略总体设

计,即:在守法合规原则、诚实守信原则、可持续发展原则、以人为本原则和价

值创造原则的基础上,兰州百事要做到经济责任与社会责任相结合、盈利前与盈

利后社会责任相结合、企业自愿与法律强制相结合三个方面。最后,做出了相关

的研宄结论、展望和不足,为其他同类企业提供如何提升客户忠诚度的参考和思

路。

关键词:企业社会责任;客户忠诚度;企业形象

Abstract

With the development of society and economy,the assuming of corporate social

responsibility (CSR) has risen to the height of the market strategy, and the studies of CSR have

attracted wide and increasing academic attention. The community concern about CSR has thus

exerted greater pressure on companies. It is particularly the case, where consumers add CSR into

their consideration while making purchase choices, whereas their buying loyalty behavior directly

affects business performance.

Judging from the existing literature, empirical CSR researches are of a limited nature, and

those focused on the relation between CSR, corporate image and customer loyalty are still less. In

this study, taking lessons from existing research results at home and abroad, and based on the

specific case of Lanzhou Pepsi Beverage Co. (LPBC), the objective is to investigate the relation of

CSR, customer loyalty, and corporate image.

From the consumer perspective, this dissertation has respectively studied the influences of

three CSR dimensions of consumer, region and environment on corporate image and customer

loyalty in the case of Lanzhou Pepsi Beverage Co. We have constructed a relational model on

CSR, corporate image and customer loyalty, and thus presented our research hypotheses in regard

to these three. By way of questionnaire, and taking LPBC as our study objective, we conducted a

study of the LPBC,s customer understanding of CSR, corporate image and customer loyalty.

The results obtained through data analysis of 212 correspondents, it is proved that the CSR of

LPBC and are positively correlated customer loyalty and corporate image; and corporate im^;e

plays an intermediary role between CSR and customer loyalty. By these results, some propositions

are mode concerning the optimization of customer loyalty. Finally, in concluding, some

prospective and limits of this research has been suggested, providing references and ideas how to

improve customer loyalty for other similar enterprises.

Key words: Corporate social responsibility; Customer loyalty; Corporate image