企業社會責任、企業聲譽、顧客滿意與顧客忠誠關聯性之研究

The Study of Relationships among Corporate Social Responsibility, Reputation, Customer Satisfaction and Loyalty

黃秀玉(Hsiu-Yu Huang)

指導教授 ： 吳坤山 ； 羅惠瓊

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00619

摘要

隨著科技的迅速發展，全球化的進程，商業競爭的激烈程度眾所週知，企業為了應對更激烈的競爭態勢，採取多種手段各出奇招，力求聚集人氣，提升銷售額，以獲得更多的經濟效益。近年來，面對氣候變遷帶來的威脅，企業社會責任與永續發展已成為全球的公共議題，在市場上大家愈來愈強調企業社會責任，但是關於企業社會責任對消費者產生的影響卻所知有限。緣此，本研究將從消費者的角度來探討企業社會責任、企業聲譽、顧客滿意與忠誠度間之關聯性。
在確定研究動機、擬定研究方向及研究目的後，對國內外之相關文獻加以歸納整理，再根據其理論基礎建立本研究之架構與假說。本研究選擇統一超商7-11為履行社會責任行為之主體，採取問卷調查方式訪問消費者，以瞭解消費者對統一超商7-11，在社會責任表現上與相關問卷內容之看法，並針對回收的有效樣本334份資料，進行敘述性統計、因素分析、信度分析、相關分析及迴歸分析，最後根據實證之結果提出主要研究結論如下：
1.　企業社會責任對企業聲譽具有顯著正向影響。
2. 企業社會責任對顧客滿意度具有顯著正向影響。
3.　企業社會責任對顧客忠誠度具有顯著正向影響。
4.　企業聲譽對顧客滿意度具有顯著正向影響。
5.　顧客滿意對顧客忠誠度具有顯著正向影響。

關鍵字

企業社會責任 ； 企業聲譽 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

With the rapid development of technology and the process of globalization, the intensity of business competition is well known. To respond to the more intense competitive situation, companies have adopted various means to various amazing ideas, and strive to gather popularity, increase sales, and to get more economic benefits. Due to the threat by climate change in recent years, corporate social responsibility and sustainable development has become a global public issue. We have also put more emphasis on corporate social responsibility. However, we don’t know well about how the corporate social responsibility has affected the customers, and therefore, this study will explore the associations of corporate social responsibility, corporate reputation, customer satisfaction and loyalty from consumer’s views.
After determining the research motivation, developing research aspects and research purposes, I have collated and analyzed the relevant literatures, then established the framework and hypotheses of this study in accordance with its theoretical foundation. This study is focus on fulfilling the social responsibility by President Chain Store 7-11. This case applies questionnaire survey methods to the customers to understand how the customers feel and their opinions to 7-11 in fulfilling their social responsibility. The descriptive statistics, factor analysis, reliability analysis, correlation analysis and regression analysis were used in the total 334 effective samples. After the empirical research, the findings as follows:
1. The corporate social responsibility has a significant positive effect on corporate reputation.
2.The corporate social responsibility has a significant positive effect on customer satisfaction.
3.The corporate social responsibility has a significant positive effect on customer loyalty.
4.Corporate reputation has a significant positive effect on customer satisfaction.
5.Customer satisfaction has a significant positive effect on customer loyalty.

並列關鍵字

corporate social responsibility ； corporate reputation ； customer satisfaction ； customer loyalty

參考文獻

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