企業社會責任、企業形象、綠色行銷與顧客忠誠度之關係研究-以星巴克咖啡為例

Research on the Relationships among Corporate Social Responsibility, Corporate Image, Green Marketing, and Customer Loyalty-Taking Starbucks Coffee as an Example

何悅齡(Yueh-Ling Ho)

指導教授 ： 張雍昇

共同指導教授 ： 趙慕芬(Mu-Fen Chao)

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00380

摘要

台灣的街頭似乎可以看到越來越多人，人手一杯星巴克咖啡，特別是在促銷活動期間。在經濟不景氣的年代，面對龐大的咖啡市場與眾多的品牌夾擊下，星巴克高價位的咖啡卻是消費者首選的品牌。為何星巴克咖啡如此獲得消費者的青睞？星巴克引進台灣至2019年已成立480間分店，星巴克不做宣傳廣告而是將廣告費做為員工教育訓練，從行銷方式中，星巴克相信對員工做好關係策略，培訓優秀的員工，用誠摯的心，得到顧客的信任，創造出星巴克的特質，並從消費者建立口碑和品質的保證。這樣成功的行銷策略，使星巴克在競爭市場上佔有一席之地。本研究擬從消費者之角度，探討企業實行企業社會責任、推行綠色行銷，是否能提升企業形象，進而提高消費者對品牌之忠誠度。
本研究採用問卷調查，針對星巴克顧客進行統計分析，以便利抽樣方式發放線上問卷，回收有效問卷共376份，使用SPSS統計分析經敘述性分析、因素分析、信效度分析、相關性分析、變異數分析及迴歸分析等，對本研究各項假設進行問卷資料分析，其研究結果為：
1.企業社會責任對企業形象具有顯著正面影響，假設成立。
2.企業形象對顧客忠誠度具有顯著正面影響，假設成立。
3.企業社會責任對顧客忠誠度具有顯著正面影響，假設成立。
4.綠色行銷對企業形象具有顯著正面影響，假設成立。
5.綠色行銷對顧客忠誠度具有顯著正面影響，假設成立。

關鍵字

企業社會責任 ； 企業形象 ； 綠色行銷 ； 顧客忠誠度

並列摘要

It seems that more and more people can be seen on the streets of Taiwan, handing a cup of Starbucks coffee especially during promotional activities. In the era of economic downturn, in the face of a huge coffee market and numerous coffee brands, Starbucks’ high-priced coffee is the brand of choice for consumers. Why is Starbucks coffee so popular with consumers？Starbucks introduced 480 branches into Taiwan in 2019. Starbucks does not advertise, but uses advertising fees as employee education and training. From the marketing method, Starbucks believes in good relationship strategies for employees, training outstanding employees, and earning the trust of customers with a sincere heart, creates the characteristics of Starbucks, and builds reputation and quality assurance from consumers. This successful marketing strategy enables Starbucks to occupy a place in the competitive market. This study intends to explore whether companies implementing corporate social responsibility and promoting green marketing can enhance corporate image from the perspective of consumers, thereby increasing consumer loyalty to brands.
This study uses a questionnaire surveys to conduct statistical analysis on Starbucks customers, and distributes online questionnaires in a convenient sampling
method. A total of 376 valid questionnaires were collected SPSS statistical software
was used to conduct narrative analysis, factor analysis, reliability and validity analysis
correlation analysis, and variation numerical analysis, regression analysis,etc., the
questionnaire data analysis on the various hypotheses of this research, the research
results are:
1.Corporate social responsibility has a significant positive impact on corporate image, and the hypothesis holds.
2. The corporate image has a significant positive impact on customer loyalty, and the hypothesis holds.
3.Corporate social responsibility has a significant positive impact on customer loyalty, and the hypothesis holds.
4.Green marketing has a significant positive impact on the corporate image, and the hypothesis holds.
5.Green marketing has a significant positive impact on customer loyalty, and the hypothesis holds.

並列關鍵字

corporate social responsibility ； corporate image ； green marketing ； customer loyalty

參考文獻

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