企業社會責任對企業形象與組織人才吸引力影響之研究 : 以銀行業為例

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Title:	企業社會責任對企業形象與組織人才吸引力影響之研究 : 以銀行業為例
Other Titles:	The effects of corporate social responsibility on corporate image and organizational attractiveness to prospective employees : an empirical study of banking industry
Authors:	黃雅君;Huang, Ya-Chun
Contributors:	淡江大學企業管理學系碩士在職專班王居卿;羅惠瓊;Wang, Chu-Ching;Lo, Hui-Chiung
Keywords:	銀行業;企業形象;企業社會責任;組織人才吸引力;Banking Industry;Corporate Image;corporate social responsibility;organizational attractiveness
Date:	2011
Issue Date:	2011-12-28 18:20:17 (UTC+8)
Abstract:	環顧台灣當前經濟金融環境，外商銀行挾著雄厚的資金進駐與國內銀行競爭，外商銀行在國內的分行據點雖遠少於本國銀行，但其企業形象與獲利卻遠高於本國銀行，本國銀行在處於如此競爭的經營環境下，如何以外商銀行為借鏡，藉由社會責任之表現提高其形象，進而取得差異化的競爭優勢；而外商銀行如何善用其優勢，選擇最有效益的社會責任型態來執行，皆為外商銀行及本國銀行當前重要課題。本研究經實證分析後，提出以下結論，供銀行業者作為經營改善之參考：一、外商銀行企業形象、企業社會責任及組織人才吸引力間均呈現顯著正相關，以企業社會責任與企業形象的相關性最高。二、企業社會責任類型「經濟責任」對外商銀行人才吸引力有顯著的正向影響。三、企業形象之「機構形象」、「功能形象」對外商銀行人才吸引力有顯著的正向影響。四、企業社會責任類型「經濟責任」、「自發責任」對外商銀行企業形象有顯著的正向影響。根據本研究結果，不管是本國銀行或外商銀行，皆應重視企業社會責任．進而提升企業形象之表現，在制定企業社會責任活動時，應就組織人才吸引之考量，著重該產業之社會責任型態規劃並落實，將活動效益最大化，以期吸引人才，進而提升公司競爭力。 In view of Taiwan’s current economic and financial environment, foreign banks buttressed by strong capital have arrived to compete with domestic banks. Foreign bank branch locations in the country are far fewer than those of domestic banks, but the corporate image of the foreign banks is much more positive and the profits are much higher than domestic banks. In such a competitive business environment, how domestic banks can learn from foreign banks, improve their image through the performance of social responsibility, and acquire differentiated competitive advantage, and how foreign banks put their strengths to good use, choose the most cost-effective social responsibility in their execution remain the most important current issues for all foreign and domestic banks. The following conclusions were drawn through empirical analysis, which shall serve as a reference for bankers in their business improvements: 1.Foreign banks’ corporate image, corporate social responsibility, and organizational talent attraction displayed a significantly positive correlation, of which the corporate social responsibility and corporate image showed the highest correlation. 2.In terms of corporate social responsibility type, “economic responsibility” displayed a significantly positive impact on foreign banks’ talent attraction. 3.In terms of corporate image, “corporate image” and “functional image” displayed a significantly positive impact on foreign banks’ talent attraction. 4.In terms of corporate social responsibility type, “economic responsibility” and “discretionary responsibility”displayed a significantly positive impact on foreign banks’ corporate image. According to the research results, domestic banks and foreign banks alike should place emphasis on corporate social responsibility in order to enhance corporate image performance. When developing corporate social responsibility activities, organizational talent attraction ought to be taken into consideration, and focus should be given to the planning and implementation of the social responsibility types of the industry so as to maximize the activity benefits, attract talent, and thus enhance corporate competitiveness.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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