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研究生:蔡江河
研究生(外文):TSAI, CHIANG-HO
論文名稱:企業社會責任與顧客滿意度之關連性-以淡水一信為例
論文名稱(外文):Exploration on the Relationship between CSR and Customer Satisfaction-A Case Study of TFCC Bank
指導教授:何祖平何祖平引用關係
指導教授(外文):HO, TSU-PING
口試委員:王俊如許文宗
口試委員(外文):WANG, CHUN-JUHSU, WEN-TSUNG
口試日期:2022-05-13
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:2022
畢業學年度:110
語文別:中文
論文頁數:86
中文關鍵詞:企業社會責任顧客滿意度歐洲顧客滿意指標
外文關鍵詞:Corporate Social ResponsibilityCustomer SatisfactoryECSI
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在經濟全球化的影響下,企業經營與整體社會互動日趨密切,促使企業社會責任受到全球各國的重視與認同,身為一國經濟命脈之金融業,其企業社會責任更顯得重要,故本研究以基層金融淡水一信為對象,探討企業社會責任是否會透過歐洲顧客滿意度指標(ECSI)前置變數之企業形象、顧客期望、服務品質影響顧客滿意度。本研究採用問卷調查法,資料收集自淡水一信顧客共回收425份問卷,扣除一致性作答的23份無效問卷後,有效問卷為402份問卷,並以SPSS 21版之軟體進行分析及假說驗證。研究結果發現:企業社會責任與企業形象、顧客期望、服務品質對顧客滿意度有顯著正向影響;企業形象、顧客期望、服務品質對於企業社會責任與顧客滿意度之間皆具有完全中介效果。根據研究結果,本研究提出具體上的管理意涵,亦提出研究限制與研究建議。
The link between business operations and the general society is growing increasingly intimate as a result of economic globalization, causing corporate social responsibility to be respected and recognized by governments all over the world. As a country's economic lifeline, the financial industry's corporate social responsibility is even more critical.

Using the Tamshui First Credit Bank as a case study, this paper investigates whether corporate social responsibility affects customer satisfaction through mediators of the European Customer Satisfaction Index such as corporate image, customer expectations, and service quality (ECSI).

The questionnaire survey method was employed in this investigation. Clients from Tamshui First Credit Bank provided the data, and a total of 425 surveys were collected. There were 402 valid questionnaires after removing 23 invalid questions with consistent replies.

SPSS 21 was used to conduct the analysis and test the hypotheses. Corporate social responsibility and corporate image, customer expectations, and service quality all have a perfect mediation effect on corporate social responsibility and customer happiness, according to the research findings. This study presents particular managerial implications, as well as research constraints and research recommendations, based on the findings.

目 錄 I
圖 目 錄 IV
表 目 錄 V
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 本文結構 8
第貳章 文獻探討 10
第一節 企業社會責任 10
一、企業社會責任相關文獻 10
二、企業社會責任的衡量 11
第二節 顧客滿意度 14
一、顧客滿意度相關文獻 14
二、顧客滿意度模式 15
三、顧客滿意度影響因素 17
第三節 企業社會責任與顧客滿意度相關文獻 20
第参章 研究方法 22
第一節 研究對象 22
第二節 研究架構與假說 30
一、企業社會責任與顧客滿意度之關連性 31
二、企業社會責任與顧客滿意度指標之關連性 31
三、ESCI之相關研究與關連性 34
第三節 研究問卷 36
第四節 資料蒐集方法 40
第五節 資料分析方法 41
第肆章 資料分析與研究結果 42
第一節 敍述性統計分析 42
第二節 信效度分析 45
第三節 相關分析 49
第四節 假說驗證 50
第五節 假說驗證結果 60
第伍章 結論與建議 61
第一節 研究結論 61
第二節 管理意涵 63
第三節 研究限制與研究建議 64
參考文獻 65
一、中文文獻 65
二、英文文獻 68
附錄 74

圖目錄
圖1-1研究流程圖 9
圖2-1歐洲顧客滿意度指標圖 16
圖3-1研究架構圖 30
圖4-1企業形象對CSR與顧客滿意度之中介效果分析 51
圖4-2顧客期望對CSR與顧客滿意度之中介效果分析 52
圖4-3服務品質對CSR與顧客滿意度之中介效果分析 53
圖4-4企業形象對環境保護與顧客滿意度之中介效果分析 54
圖4-5顧客期望對環境保護與顧客滿意度之中介效果分析 55
圖4-6服務品質對環境保護與顧客滿意度之中介效果分析 56
圖4-7企業形象對社會責任與顧客滿意度之中介效果分析 57
圖4-8顧客期望對社會責任與顧客滿意度之中介效果分析 58
圖4-9服務品質對社會責任與顧客滿意度之中介效果分析 59

表目錄
表1-1中華民國信用合作社業務統計表 6
表3-1近六屆基層金融「菁業獎」得獎名單 23
表3-2 CSR之構面、定義及題項之彙整表 37
表3-3 ECSI衡量變數及量表內容簡要 38
表4-1問卷樣本基本資料統計 44
表4-2各構面之信效度分析 46
表4-3 KMO與Bartlett檢定 48
表4-4各變數之相關分析 49
表4-5 CSR及企業形象對顧客滿意度之廻歸分析 50
表4-6 CSR及顧客期望對顧客滿意度之廻歸分析 51
表4-7 CSR及服務品質對顧客滿意度之廻歸分析 52
表4-8環境保護及企業形象對顧客滿意度之廻歸分析 53
表4-9環境保護及顧客期望對顧客滿意度之廻歸分析 54
表4-10環境保護及服務品質對顧客滿意度之廻歸分析 55
表4-11社會責任及企業形象對顧客滿意度之廻歸分析 56
表4-12社會責任及顧客期望對顧客滿意度之廻歸分析 57
表4-13社會責任及服務品質對顧客滿意度之廻歸分析 58
表4-14假說驗證結果彙整表 60








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