- 學位論文
「企業社會責任」與「顧客對公司認同」及「顧客忠誠」間關係之研究－以品牌連鎖超商為例
The Relationship Study among Corporate Social Responsibility, Consumer-Company Identification, and Customer Loyalty －Exemplified by Convenience Chain stores
摘要
隨著消費意識高漲、永續議題的興起，社會大眾對企業是否善盡企業社會責任有所期望。過去學者的研究發現，當企業善盡社會責任時，將提升顧客對公司認同，而顧客對公司認同會提升顧客忠誠。因此，本研究選擇品牌連鎖超商為例，探討「企業社會責任」與「顧客對公司認同」及「顧客忠誠」間之關係。本研究實證發現，「企業社會責任」涵蓋「經濟責任－知覺價值」、「經濟責任－顧客滿意」、「法律責任」、「倫理責任」及「自發(慈善)責任」五大構念，而品牌連鎖超商的顧客最重視「倫理責任」，其次依序為「經濟責任－顧客滿意」、「法律責任」、「經濟責任－知覺價值」，而「自發(慈善)責任」居末；本研究亦發現「企業社會責任」對「顧客對公司認同」有正向影響，「顧客對公司認同」對「顧客忠誠」有正向影響，而「企業社會責任」對「顧客忠誠」雖無直接效果，但是經由「顧客對公司認同」，「企業社會責任」對「顧客忠誠」具正向影響，此顯示「顧客對公司認同」在「企業社會責任」對「顧客忠誠」之影響過程中具有間接效果。
並列摘要
With rise of consumer awareness as well as growth of continuously sustainable development of firms, public has expectation on whether if enterprises should take the corporation social responsibility. From the previous study, when the enterprises take its corporation social responsibility, it will enhance customer recognition of the company and then enhance customer loyalty. In order to understand the relationship among “Corporate Social Responsibility”, “Customer-Company Identification” and “Customer Loyalty,” this study chose the brand chain stores as an example. The result showed that corporation social responsibility includes economic responsibility-perceived value, economic responsibility-customer satisfaction, legal responsibility, ethical responsibility and spontaneous (charity) responsibility. Overall, customers care ethical responsibility of the brain chain stores the most. The study also indicates that “Corporate Social Responsibility” has positive impact on “Consumer-Company Identification” and “Consumer-Company Identification” has the same influence to “Customer Loyalty”. Although “Corporation Social Responsibility” has no direct effect on “Customer Loyalty,” by the positive impact of “Customer-Company Identification” on “Customer Loyalty,” it shows that “Customer-Company Identification” has mediating effect between “Corporation Social Responsibility” and “Customer Loyalty”. Therefore, this study suggests that when enterprises take social responsibility, they should focus on “Customer-Company Identification” in order to enhance the “Customer Loyalty”.