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研究生:吳蕙讌
研究生(外文):Wu,Huiyen
論文名稱:「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
論文名稱(外文):The Relationship Study among Corporate Social Responsibility, Consumer-Company Identification, and Customer Loyalty -Exemplified by Convenience Chain stores
指導教授:徐純慧徐純慧引用關係
指導教授(外文):Hsu, Chunhui
口試委員:賴明政陳銘薰
口試日期:2013-01-10
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:84
中文關鍵詞:顧客對公司認同企業社會責任顧客忠誠
外文關鍵詞:Consumer-Company IdentificationCorporate Social ResponsibilityCustomer Loyalty
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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。
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”.
論文提要 I
ABSTRACT II
目錄 III
圖次 V
表次 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 企業社會責任 5
第二節 顧客對公司認同 12
第三節 顧客忠誠 16
第四節 「企業社會責任」、「顧客對公司認同」與「顧客忠誠」間之關係 18
第五節 國內品牌連鎖超商概況 23
第三章 研究架構與研究設計 29
第一節 研究架構與假說 29
第二節 變數定義與衡量 31
第三節 問卷設計及抽樣設計 35
第四節 資料分析方法 36
第四章 研究結果分析 41
第一節 樣本資料分析 41
第二節 量表信效度分析 47
第三節 模型確證及假說檢定 54
第四節 樣本特性對各構念之差異分析 60
第五章 結論與建議 65
第一節 研究結論 65
第二節 策略意涵 66
第三節 對後續研究的建議 68
第四節 研究貢獻 70
參考文獻 71
附錄 79
附錄一 連鎖式超商之「企業社會責任與顧客忠誠關係」之研究問卷 79
著作權聲明 84

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