The paper discusses about Cultural Soft Power and Customer Loyalty-Organizational Legitimacy. So, research on Cultural Soft Power and Customer Loyalty from the Perspective of Organizational Legitimacy, Taking Multinational Corporations as an Example.
Cultural Soft Power and Customer-Loyalty Organizational Legitimacy
Research on Cultural Soft Power and Customer Loyalty from the Perspective of Organizational Legitimacy, Taking Multinational Corporations as an Example. The independent variable of this paper is cultural soft power（include cultural shaping ability+cultural communication ability+cognitive ability with stakeholders). The dependent variable is customer loyalty. Besides, the first mediator variable is organizational legitimacy（include practical legitimacy+moral legitimacy+cognitive legitimacy. The second mediator variable is the quality of relationship with customers. The first moderator variable is the consumer ethnocentrism. The second moderator variable is the multinational company’s operating experience in the host country.
Loyalty Organizational Legitimacy
The early scholars of management regarded the organization as a “rational system”, where the organization and the surrounding environment had very precise boundaries, and the business was planned to follow the pre-planned operations (Scott, 1987). The “open system” school objections, that the boundary between the organization and the outside world is not clear, but interrelated. Further, the institutional school emphasizes the evolution of the organization not only from the financial, technical and other aspects of pressure, but also from the social and cultural norms, symbols, beliefs and customs, etc. [1] . For example, in the transition and upgrading system environment, in promoting the “public entrepreneurship, innovation” slogan, the entrepreneurial activity reached an unprecedented height, but the survival rate of new enterprises is very low; it will be difficult to explain from the angle of “economic man” assumption.
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