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THE EFFECTS OF CSR ON CUSTOMER SATISFACTION AND LOYALTY IN CHINA: THE MODERATING ROLE OF CORPORATE IMAGE
Abstract—In the face of growing worldwide interest in corporate social responsibility (CSR), this paper explores how CSR factors influence customer satisfaction and loyalty and whether the moderating effects of corporate image in the relationships between CSR and customer satisfaction and customer loyalty are or not. There may be the difference of perceptions of CSR between consumers of developing and developed countries. This study used structural equation modeling (SEM) to test the hypotheses. The findings show that CSR positively affects customer satisfaction and loyalty, and customer satisfaction positively affects customer loyalty. The importance order of CSR factors is as follows: consumer protection, philanthropic responsibility, legal responsibility, ethical responsibility, economic responsibility, and environmental contribution. The moderating effect of corporate image in the relationship between CSR and customer satisfaction is identified. 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.
Index Terms—Corporate image, customer loyalty, customer satisfaction, CSR.