企業社會責任、關係品質與忠誠度關係之探討

An Exploration of Relationships Among Corporate Social Responsibility, Relationship Quality, and Loyalty

余宗龍(Chung-Long Yu) ； 林致呈(Chih-Cheng Lin) ； 賴政豪(Cheng-Hao Lai)

《臺灣體育學術研究》 67期 (2019/12) Pp. 55-79

https://doi.org/10.6590/TJSSR.201912_(67).04

摘要

現存文獻顯示，企業社會責任（corporate social responsibility，以下簡稱CSR）可能會影響職業運動組織的形象、聲譽、以及球隊和球迷間的關係。最近研究亦指出，球隊和球迷之間的關係品質，可能在運動消費決策中扮演重要的角色。因此，本文目的在於以企業社會責任與關係品質的觀點為基礎，分析本研究所提關係品質在企業社會責任與忠誠度間的影響性。透過系統性的文獻回顧，結果提出關係品質可能在企業社會責任與忠誠度間扮演中介角色的論據；並根據分析結果提出具體的管理意涵和未來研究方向之建議，以期對理論發展、管理決策，皆能有所貢獻。

關鍵字

社會交換理論 ； 職業運動 ； 運動產業

並列摘要

Existing literature suggests that corporate social responsibility (Hereinafter referred to as CSR) may influence professional sport Organization's image, reputation, and sport consumer-team relationship. Recent research also indicates that sport consumer-team relationship quality may play a significant role in sport consumption decisions. Therefore, the present paper, based on the perspectives of CSR and relationship quality, aims to analyze the influence of relationship quality of CSR on loyalty. Systematic literature reviews are employed. Findings provide evidence that relationship quality may serve as a mediator between CSR and loyalty. Through analysis of study results, practical implications and future research directions are offered in the hope of contributing to theoretical development and managerial decisions.

並列關鍵字

social exchange theory ； professional sport ； sports industry

參考文獻

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Aramburu, I. A. & Pescador, I. G. (2017). The effects of corporate social responsibility on customer loyalty: The mediating effect of reputation in cooperative banks versus commercial banks in the Basque country. Journal of Business Ethics, 1-19. doi:org/10.1007/s10551-017-3438-1

Arendt, S. & Brettel, M. (2010). Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance. Management Decision, 48(10), 1469-1492. doi:org/10.1108/00251741011090289

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Babiak, K. & Wolfe, R. (2009). Determinants of corporate social responsibility in professional sport: Internal and external factors. Journal of Sport Management, 23(6), 717-742. doi:10.1123/jsm.23.6.717