好事是否做對了？運輸企業善因行銷策略之研究

Doing Good Deeds Right? A Study on Corporate Strategy of Cause-Related Marketing in Transportation Industry

任維廉(Wil-Liam Jen) ； 涂榮庭(Rung-Ting Tu) ； 胡友維(Daniel Hu) ； 呂堂榮(Tim Lu)

《都市交通》 24卷1期 (2009/06) Pp. 1-14

https://doi.org/10.29774/UT.200906.0001

摘要

隨著大眾對社會責任重要性認識的逐步提高，運輸產業藉由舉辦社會行銷活動來履行社會責任變得日益普遍。本研究探討社會行銷如何通過運輸企業與善因間的契合度及消費者對善因的涉入程度對企業聯想產生影響，並且進一步影響企業形象與顧客滿意度。研究結果顯示：企業與善因之間的契合度與消費者對善因的涉入程度的確會影響消費者對企業的聯想，而企業聯想也會進一步地影響企業形象與顧客滿意度。然而，消費者對企業社會責任的聯想，不會直接影響消費者對於該公司產品與服務的滿意度。本研究最後提出具體的管理建議對運輸產業有良好的實踐意義。

關鍵字

善因行銷 ； 知覺契合度 ； 涉入 ； 企業聯想 ； 企業形象 ； 顧客滿意度

並列摘要

With the enhancing attention to corporate social responsibility in public, it is more and more prevailing for corporations to conduct social marketing activities. This study aims at investigating how social marketing affects the corporate image and the customer satisfaction level, by the ways of the perceived corporation-cause fit and involvement influencing the corporate association. The research finding indicates that the corporation-cause fit level and involvement level does influence corporate association and further indirectly affect corporate image and customer satisfaction in consumer's perspective. However, this research also finds out that corporate social responsibility association does not directly affect customer satisfaction with the products/services. This study presents both theoretical and managerial implication.

並列關鍵字

Cause-related marketing ； perceived fit ； involvement ； corporate association ； corporate image ； customer satisfaction

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