《企业社会责任与顾客忠诚度关系实证分析》研究评述论文.docVIP

上海大学2015～2016学年秋季学期研究生课程考试 文献阅读报告 课程名称： 《Business Research Methodology》 课程编号： 29SBH9011 题目: 《企业社会责任与顾客忠诚度关系的实证分析》研究评述 研究生姓名: 王一丹 学 号: 论文评语: 成 绩: 任课教师: 范丽先 评阅日期: 企业社会责任与顾客忠诚度关系的实证分析 ——基于牛乳制品消费者视角 （The empirical analysis of the relationship between corporate social responsibility and customer loyalty— Based on the consumer perspective of milk products） 学号 姓名：王一丹 2015年11月3日 摘 要：近半个世纪以来，企业社会责任（CSR ）引起了国内外学者的广泛关注和讨论。发表在《科研管理》CSSCI期刊上的《企业社会责任与顾客忠诚度关系的实证分析 ——基于牛乳制品消费者视角》从较为新颖的视角出发，将品牌信任作为中介变量来研究顾客忠诚度与CSR之间的关系，在仔细研读论文之后，本论文从论文的文献综述，理论假设与模型构建，研究方法和实证分析与结果等方面对其进行了总结和评述。我们发现了文章具有严谨，全面等优点，同时也存在样本量较低，参考文献时效性缺失等局限性，据此我们提出了一些改进的建议。同时也学习了论文数据处理的方法和研究思路，得到了不少启示，受益匪浅。 关键词:企业社会责任；品牌信任；顾客忠诚度；中介变量 Abstract: During the past half century, corporate social responsibility (CSR) has caused wide attention and discussion of domestic and foreign scholars. 《The empirical analysis of the relationship between corporate social responsibility and customer loyalty— Based on the consumer perspective of milk products》was published in the 《Scientific research management》（CSSCI Journal）,which used the brand trust as an intermediary variable to study the relationship between customer loyalty and CSR through new eyes. This paper summarized and comment on the paper from the aspects of Literature review, theoretical hypothesis and model construction, research methods and empirical analysis and results after reading the paper carefully. we found that the article has some advantages such as strict and comprehensive, but also there are some limitations, such as low sample size and lack of reference in the literature. Based on these findings, we put forward some suggestions for improvement. At the same time, we also studied the method of data processing and the research ideas of the paper. Keywords: corporate social responsib