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研究生:張家銘
研究生(外文):Chia-ming Chang
論文名稱:企業社會責任、顧客認同與顧客公民行為之研究—以家電業與金融保險業為例
論文名稱(外文):Corporate Social Responsibility, Customer’s Identification and Customer Citizenship Behavior —Case in Home Appliance and Insurance Industry
指導教授:謝文雀謝文雀引用關係
指導教授(外文):Wen-Chuen Hsieh
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:87
中文關鍵詞:企業社會責任顧客認同顧客公民行為服務利潤鏈
外文關鍵詞:Corporate Social Responsibility(CSR)Consumer’s Identification and Customer Citizenship BehaviorService-Profit ChainAltruismSelfish.
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過去企業社會責任的相關研究指出,企業履行社會責任將導致顧客認同的產生。然而企業要如何落實企業社會責任,與顧客進行有效的溝通,並進而促使顧客產生有利於企業的角色外行為等非財務性績效,卻少有研究涉入討論並產生相關定論。
本研究以顧客的觀點,將企業社會責任進行分類,探討何種企業社會責任會產生最大的顧客認同,且當顧客認同後,能產生哪些回饋企業之顧客公民行為,試圖在傳統的服務利潤鏈之外,找到一條企業與顧客建立長遠關係的途徑。本研究以家電業與金融保險業為例,進行實證研究,採實驗設計方式,先以情境來模擬企業所實施之企業社會責任,再以問項來檢測認同與公民行為的表現。結果發現混合型及利他型之企業社會責任作為所產生的顧客認同較利己型企業社會責任作為高,且顧客認同確有中介性質,能提升顧客執行顧客公民行為。本研究建議企業應落實混和型企業社會責任,藉由同時顧及多種利害關係人利益,創造雙贏局面。
Previous studies recognized that CSR action is one of the significant influence on customer’s identification. However, few researches contributed to the proper way that companies implement CSR conduct to communicate efficiently with customers and induce extra-role customer behaviors.
This study established research framework based on organizational identity theory and tried to test the relationship among corporate social responsibility associations, customer’s identification and customer citizenship behaviors. Researchers attempted to classify three types of CSR and figure out which type of CSR perceived by the customer displays highest levels of identification as well as generate favorable customer citizenship behaviors. Respondents were the customers and prospects of home appliance industry and insurance industry in Taiwan. Experimental design with CSR scenarios is shown. The results show that altruism type and mix type corporate social responsibility perceived by customer brings more consumers’ identification than selfish type. In addition, customer’s identification has a mediating effect. Further more, marketing or brand manager could refer to the indication when CSR strategies and operations are made.
第一章 緒論
第一節 研究背景與動機
第二節 研究問題與研究目的
第二章 文獻探討
第一節 企業社會責任
第二節 顧客認同
第三節 顧客公民行為
第三章 研究方法
第一節 研究架構
第二節 研究假設
第三節 變數定義與衡量
第四節 研究設計
第五節 資料分析方法
第六節 信度與效度分析
第四章 實證結果與分析
第一節 企業社會責任類型與顧客認同間之關係
第二節 顧客認同與顧客公民行為間之關係
第三節 顧客認同之中介效果
第五章 結論與建議
第一節 研究結論
第二節 研究貢獻與建議
第三節 研究限制與未來研究方向
參考文獻
附錄 研究問卷
中文部分
1.林淑姬(民81),薪酬公平、程序公正與組織承諾、組織公民行為關係之研究,國立政治大學企業管理研究所博士論文。
2.黃恆獎、蕭廣仲(民83),綠色行銷與消費者購買行為之結構性分析。管理評論,14(2),頁21-40。
3.謝文雀、楊慎淇、蔡靜華(民96),識別吸引力、消費者認同度與其結果變項間關聯性之研究,保險專刊,第二十三卷第二期,頁211-238。
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英文部分
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