公益行銷對顧客忠誠度之影響研究：以企業形象、顧客價值為中介變項

The Effects of Cause-Related Marketing on Customer Loyalty: Using Business Image and Customer Value as the Mediators

陳欽雨(Chin-Yeu Chen) ； 張書豪(Shu-Hao Chang) ； 林治純(Chih-Chun Lin)

《行銷評論》 13卷3期 (2016/09) Pp. 265-290

摘要

本研究探討企業施行公益行銷，對企業形象、顧客價值及顧客忠誠度之影響。以中華郵政公司顧客為研究對象，收集了669份有效的顧客資料。利用迴歸分析檢定研究假說，驗證公益行銷、企業形象、顧客價值對顧客忠誠度的影響，並探討企業形象與顧客價值之中介效果。研究發現公益行銷對企業形象與顧客忠誠度具有顯著的正向影響，同時企業形象、顧客價值對顧客忠誠度具有顯著的正向影響，並在公益行銷對顧客忠誠度的影響中具有部分中介效果。最後根據實證結果提出管理意涵，以作為實務參考與後續研究建議。

關鍵字

公益行銷 ； 企業形象 ； 顧客價值 ； 顧客忠誠度

並列摘要

The purpose of the study is to explore the effects of caused-related marketing on corporate image, customer value and customer loyalty. The study selects the customers of Chunghwa Post Office as the research objects, and collects 669 valid samples. The purposes of the research are to explore the effects of caused-related marketing, corporate image, customer value on customer loyalty and the mediating effect of corporate image and customer value. The method of regression analysis is used to test the hypotheses. The results indicate that caused-related marketing has significant positive effects on corporate image and customer value. Besides, corporate image and customer value have significant positive effects on customer loyalty, and corporate image and customer value have a partial mediating effect between caused-related marketing and customer loyalty. Finally, the study discussed the managerial implications and proposed some suggestions for practitioners and further research.

並列關鍵字

cause-related marketing ； corporate image ； customer value ； customer loyalty

參考文獻

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