企業社會責任、企業形象與顧客忠誠度關係之研究

A Study on Relationships among Corporate Social Responsibility, Corporate Image and Customer Loyalty

何依珊(Yi-Shan Ho)

指導教授 ： 何建德

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2012年)

摘要

二十一世紀以來，許多企業負面的事件發生，這些不僅會影響商業利益，更會影響社會正義，使得企業社會責任、商業道德的議題興盛，引發各界積極的討論及研究。近年來許多產業漸漸注意到企業社會責任之議題，便利商店與量販業也開始注重企業社會責任，像是7-11、全家等都有在積極投入慈善公益等行列。而本研究是以便利商店與量販業為例，探討其企業社會責任、企業形象與顧客忠誠度之關聯性，本研究以發放問卷的方式，回收後將資料進行分析，研究結果皆表示(1)實行企業社會責任，有助於企業形象的提升；(2)實行企業社會責任，可提升顧客對該企業的忠誠度；(3)企業形象佳的企業，亦提升顧客對該企業的忠誠度。
根據結果提出建議便利商店與量販業應多參與社會活動、遵守商業道德、實行環保等，不僅可以提升企業形象，亦可以增加顧客忠誠度。而企業形象的提升可為企業帶來競爭優勢。

關鍵字

企業社會責任 ； 企業形象 ； 顧客忠誠度

並列摘要

Many business scandals happened these years. These scandals not only affect corporates' benefits but also impact social justice, which has been a subject of much discussion. As a result, many industries have noticed the importance of corporate social responsibility (CSR). Some convenience stores such as 7-11 and Family Mart engaged themself in doing CSR as well. This study took convenience stores and hypermarkets as example so as to discuss the relationship among CSR, corporate image, and customer loyalty. After analyzing data, the results indicated (1) corporates which engaged in CSR can improve corporate image; (2) corporates which engaged in CSR can improve customer loyalty; (3) corporate with positive image can improve customer loyalty.
According to these findings, this study suggested that convenience stores and hypermarkets are supposed to participate in social activities, environment protection, and obey business ethics. In this way, corporates not only can raise corporate image but also improve customer loyalty. These improvements are supposed to result in competitive advantage.

並列關鍵字

Corporate social responsibility ； Corporate image ； Customer loyalty

參考文獻

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