|其他題名: ||The study of relationships among corporate social responsibility, reputation, customer satisfaction and loyalty|
|作者: ||黃秀玉;Huang, Hsiu-yu|
吳坤山;Wu, Kun-shan;羅惠瓊;Lo, Hui-chiung
|關鍵詞: ||企業社會責任;企業聲譽;顧客滿意度;顧客忠誠度;corporate social responsibility;corporate reputation;Customer Satisfaction;Customer Loyalty|
|上傳時間: ||2010-09-23 16:23:38 (UTC+8)|
With the rapid development of technology and the process of globalization, the intensity of business competition is well known. To respond to the more intense competitive situation, companies have adopted various means to various amazing ideas, and strive to gather popularity, increase sales, and to get more economic benefits. Due to the threat by climate change in recent years, corporate social responsibility and sustainable development has become a global public issue. We have also put more emphasis on corporate social responsibility. However, we don’t know well about how the corporate social responsibility has affected the customers, and therefore, this study will explore the associations of corporate social responsibility, corporate reputation, customer satisfaction and loyalty from consumer’s views.
After determining the research motivation, developing research aspects and research purposes, I have collated and analyzed the relevant literatures, then established the framework and hypotheses of this study in accordance with its theoretical foundation. This study is focus on fulfilling the social responsibility by President Chain Store 7-11. This case applies questionnaire survey methods to the customers to understand how the customers feel and their opinions to 7-11 in fulfilling their social responsibility. The descriptive statistics, factor analysis, reliability analysis, correlation analysis and regression analysis were used in the total 334 effective samples. After the empirical research, the findings as follows:
1. The corporate social responsibility has a significant positive effect on corporate reputation.
2.The corporate social responsibility has a significant positive effect on customer satisfaction.
3.The corporate social responsibility has a significant positive effect on customer loyalty.
4.Corporate reputation has a significant positive effect on customer satisfaction.
5.Customer satisfaction has a significant positive effect on customer loyalty.