企業社會責任、企業形象及組織績效之相關性研究－以C人壽保險公司為例

Relationship among Corporate Social Responsibility, Image , and Performance -- A Case of Life Insurance Company

姜祖齊(Chu-Chi Chiang)

指導教授 ： 陳佳政

嶺東科技大學/管理學院/高階主管企管碩士在職專班/碩士(2014年)

摘要

社會是企業永續發展的根本，沒有好的社會環境，企業將難以生存，故企業社會責任係企業永續發展與繁榮社會的基石。當企業社會責任逐漸受到重視，越來越多的研究報告也指出履行企業社會責任有助於企業銷售更多的產品、有機會提供更多的服務，提升企業形象、強化與企業夥伴間的關係，並獲致更多的績效。如是理論使企業社會責任成為企業經營不可忽視的重要價值觀，企業應該更重視它，俾符合消費者對於社會與環境的期望。
本研究探討企業社會責任、企業形象與組織績效三者之關聯性，以C人壽保險公司台中分公司所轄近30個營業處之外勤業務人員為研究對象，實際發放問卷350份，有效回收293份，有效回收率83.71%。經實證分析，研究發現成果如下：
一、壽險業者對於對於所屬企業推動企業社會責任的配合與認知，與其企業形象的建立，有其正向的結果。
二、壽險業者對於所屬企業推動企業社會責任的配合度越高，組織所獲致的組織績效也會相對的提高。
三、壽險業者對於所屬企業具有良好企業形象，其所屬企業所獲致的組織績效也會相對的提高。
四、壽險業企業社會責任、企業形象與組織績效三者具有正向關聯性，並互為相關。

關鍵字

壽險業 ； 企業社會責任 ； 企業形象 ； 組織績效

並列摘要

Society is the fundamental enterprise for sustainable development. Without a robust environment, the enterprise cannot survive. So the society is the enterprise sustainable development and prosperity of the society in which the enterprise base on. When CSR gradually be taken seriously, More and more research report also pointed out CSR help enterprises to sell more products, Have the opportunity to provide more services, enhance corporate image and strengthen relationship between enterprises partners, and more attainable performance. The case of theory to make the values of corporate social responsibility has become an important enterprise management can not be ignored, enterprises should pay more attention to it, serve to meet consumer expectations for society and the environment.
This study takes the C life insurance company in addition to Taichung Branch under the jurisdiction of nearly 30 Sales Office handling operational staff for the study, discussing the correlation between corporate social responsibility, enterprise image and organization performance. The actual issued questionnaire survey was 350 pieces and positively returned 293 pieces, drawing the 83.71% of return ratio. After analysing the object through the model used in this study, the brief conclusion is drawn and listed as below :
First : The correlation between corporate social responsibility and its enterprise image of the life insurance industry business approved positive.
Second : When a life insurance industry enterprise takes higher corporate social responsiblilty (CSR), its organization performance elevates.
Third : When a life insurance industry enterprise owns better enterprise image, its organization performance elevates.
Fourth : To sum up the above-mentioned analysis, a conlusion is drawn that the correlation among corporate social responsiblilty (CSR), enterprise image and organization performance is posotive.

並列關鍵字

Life Insurance Industry ； Corporate Social Responsiblilty (CSR) ； Enterprise Image ； Organization Performance

參考文獻

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