企業社會責任知覺對顧客忠誠度之影響

近年來，資訊隱私的觀念逐漸受到重視，尤其銀行更握有客戶的重要財務資訊，相對更應該有完善的保護顧客資訊隱私之機制，並配合金融監理機關防止客戶洗錢等情事發生。因此探討銀行的資訊隱私機制時，是否能夠加強公司內部治理，以落實銀行之企業社會責任形象。本研究方法，收集國內資產排名第三大之官股銀行565個臨櫃客戶對其銀行企業社會責任觀念的知覺與認同問卷，探討影響其客戶對往來銀行的忠誠度反應。經層級迴歸分析結果顯示，顧客對銀行企業社會責任知覺與認同提升，有助於對往來銀行忠誠度的提升；銀行客戶之企業社會責任認同對企業社會責任知覺與顧客忠誠度之間具中介效果；然而顧客之資訊隱私顧慮對銀行企業社會責任知覺與認同未具調節效果。針對上述結果，本研究提出理論意涵與管理建議。

關鍵字

企業社會責任知覺；企業社會責任認同；顧客忠誠度；資訊隱私顧慮

並列摘要

Over the past few years, the public has placed more emphasis on information privacy. In light of the fact that banks have access to clients’ personal financial data, banks are expected to set up infallible mechanisms to protect clients’ confidentiality, preventing incidents like money laundering from arising in accordance with financial regulatory rules. This thesis aims to explore whether the corporate internal control should be further consolidated to bolster banks’ information privacy protection so as to put banks’ corporate social responsibility into real effect. The research is conducted by collecting questionnaires on clients’ perceptions of banks’ corporate social responsibility from 565 surveyed clients approaching the government-controlled bank with the 3rd largest domestic assets. Explore customer loyalty responses that affect and trade with banks. Results of the hierarchical regression analysis reveals that the customers’ perceptions and Identity of bank corporate social responsibility will help improve bank loyalty. Identity of corporate social responsibility on bank customers has partially mediating effect on perceptions of corporate social responsibility perception and customer loyalty. However, the customer's information privacy concerns was not found a significant relationship to bank corporate social responsibility. Based on these findings, both theoretical and practical implications are discussed.