金融業企業社會責任指標之建構：企業公關之思考

A Research to Construct the Evaluation Index of the Corporate Social Responsibility for Financial Industries

張雅涵(Chang Ya-Han)

指導教授 ： 鄭自隆

國立政治大學/傳播學院/傳播學院碩士在職專班/碩士(2021年)

https://doi.org/10.6814/NCCU202200281

摘要

本研究旨在建構金融業企業社會責任評鑑指標，以探討金融業在社會期待下，如何系統性的落實企業社會責任，發揮正面影響力。採修正式德菲法，經蒐集相關文獻，彙整國際準則規範，歸納指標檢驗題項後，邀請金融業公關及CSR相關領域之工作者、外部顧問與媒體記者等組成專家小組，藉由反覆調查分析建構出合適之指標，並採因素分析簡化構面，建構企業社會責任評鑑指標為6大構面，21項指標，亦即歸納金融業企業社會責任重點為：
一、強化公司治理及永續發展策略，提升公關管理、形象及危機控管功能。
二、利害關係人鑑別與溝通互動，與目標公眾建立雙向溝通管道，維持良好互動。
三、永續金融及創新顧客價值，強化企業CSR形象，提升社會大眾對品牌忠誠度。
四、員工培訓照護與幸福職場，提升企業內部凝聚力，創造對外一致品牌形象。　
五、綠色營運管理及提倡環境永續，建立企業與社區共享價值之互賴關係。
六、關懷社會公益與發揮社會影響力，提升品牌正面形象，建立良好商譽。

關鍵字

金融業 ； 企業社會責任 ； 企業公關 ； 修正式德菲法

並列摘要

The purpose of this study is to construct an evaluation index of corporate social responsibility in the financial industry, so as to explore how the financial industry can systematically implement corporate social responsibility and exert a positive influence under the expectations of society.Using the modified Delphi method, after collecting relevant literature, compiling international standards, norms, and summarizing the index test items, an expert group is invited to form an expert group from financial industry public relations and responsible for CSR-related, external consultants and media reporters. Appropriate indicators are constructed through repeated investigation, and Factor analysis is adopted to simplify the dimensions. The construction of CSR evaluation indicators is divided into six major dimensions and twenty-one indicators, the key points of CSR in the financial industry are summarized as follows:
1.Strengthen corporate governance and sustainable development strategies, improve public relations management, image and crisis control functions.
2.Establish two-way communication channel with the target public, and maintain good interaction with stakeholders.
3.Sustainable finance and innovation of customer value, strengthen corporate CSR image, as well as enhance the public's loyalty to the brand.
4.Strengthen employee training and create a joyful workplace, enhance the internal cohesion of the company, and create a brand image that is consistent with the outside world.
5.Green environmental operation management and advocacy of environmental sustainability, to establish the sharing value of interreliance between enterprises and community.
6.Caring for social welfare and exerting social influence, enhancing the positive image of the brand and establishing a positive reputation.

並列關鍵字

Financial industry ； Corporate social responsibility ； Corporate public relations ； Modified Delphi Method

參考文獻

一、中文文獻

王肇蘭、蔡怡徵（2016）。〈企業社會責任與財稅差異之關聯〉，《會計審計論叢》，6(1)：1-22。

池祥麟、陳庭萱（2004）。〈金融業企業社會責任之探討〉，《台灣金融財務季刊》，5(2)：111-127。

朱鎮明（2008）。〈媒體評鑑地方政府績效之研究-以天下及遠見兩雜誌爲例〉，《公共行政學報》，26：105-140。

江明娣（2018）。〈金融產業從事企業社會責任的因素〉，《企業管理學報》，116：77-94。