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系統識別號 U0002-2101201022014500
中文論文名稱 企業社會責任、企業聲譽、顧客滿意與顧客忠誠關聯性之研究
英文論文名稱 The Study of Relationships among Corporate Social Responsibility, Reputation, Customer Satisfaction and Loyalty
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 98
學期 1
出版年 99
研究生中文姓名 黃秀玉
研究生英文姓名 Hsiu-Yu Huang
學號 796610250
學位類別 碩士
語文別 中文
口試日期 2010-01-09
論文頁數 80頁
口試委員 指導教授-吳坤山
指導教授-羅惠瓊
委員-楊志德
委員-楊立人
中文關鍵字 企業社會責任  企業聲譽  顧客滿意度  顧客忠誠度 
英文關鍵字 corporate social responsibility  corporate reputation  customer satisfaction  customer loyalty 
學科別分類 學科別社會科學管理學
中文摘要 隨著科技的迅速發展,全球化的進程,商業競爭的激烈程度眾所週知,企業為了應對更激烈的競爭態勢,採取多種手段各出奇招,力求聚集人氣,提升銷售額,以獲得更多的經濟效益。近年來,面對氣候變遷帶來的威脅,企業社會責任與永續發展已成為全球的公共議題,在市場上大家愈來愈強調企業社會責任,但是關於企業社會責任對消費者產生的影響卻所知有限。緣此,本研究將從消費者的角度來探討企業社會責任、企業聲譽、顧客滿意與忠誠度間之關聯性。
在確定研究動機、擬定研究方向及研究目的後,對國內外之相關文獻加以歸納整理,再根據其理論基礎建立本研究之架構與假說。本研究選擇統一超商7-11為履行社會責任行為之主體,採取問卷調查方式訪問消費者,以瞭解消費者對統一超商7-11,在社會責任表現上與相關問卷內容之看法,並針對回收的有效樣本334份資料,進行敘述性統計、因素分析、信度分析、相關分析及迴歸分析,最後根據實證之結果提出主要研究結論如下:
1. 企業社會責任對企業聲譽具有顯著正向影響。
2. 企業社會責任對顧客滿意度具有顯著正向影響。
3. 企業社會責任對顧客忠誠度具有顯著正向影響。
4. 企業聲譽對顧客滿意度具有顯著正向影響。
5. 顧客滿意對顧客忠誠度具有顯著正向影響。
英文摘要 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.
論文目次 目錄 I
表目錄 III
圖目錄 IV
第一章 緒論
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
第一節 企業社會責任 5
第二節 企業聲譽 21
第三節 顧客滿意度 28
第四節 顧客忠誠度 35
第五節 研究變數間之關聯性 38
第三章 研究方法
第一節 研究架構 40
第二節 研究假設 40
第三節 變數操作性定義與衡量 41
第四節 研究方法設計 45
第四章 資料分析
第一節 樣本結構分析 48
第二節 因素及信度分析 49
第三節 研究變項間之相關分析 51
第四節 研究變項間之因果分析 53
第五章 結論與建議
第一節 研究結論 57
第二節 管理意涵 61
第三節 研究限制 62
第四節 未來研究方向建議 63
參考文獻 64
附錄一、研究變項間之次數分配表 74
附錄二、研究問卷 79

表目錄
表 2-1 社會責任相關的國際標準與規範 11
表 2-2 Welford的企業社會責任衡量構面 15
表 2-3 KLD 環境、社會和公司治理的衡量構面 17
表 2-4 Calvert企業社會責任衡量構面 18
表 2-5 DJSI World 永續性評估準則 19
表 2-6 企業社會責任的六個衡量構面 20
表 2-7 企業聲譽在各種學術文獻上的定義 23
表 2-8 企業聲譽評估之指標 26
表 2-9 企業聲譽商數的衡量 27
表2-10 顧客滿意度的定義 29
表2-11 顧客滿意的衡量構面 35
表 3-1 企業社會責任的三個衡量構面 42
表 3-2 企業聲譽衡量構面 43
表 3-3 顧客滿意度的衡量項目 44
表 3-4 顧客忠誠度的衡量項目 44
表 4-1 受訪者基本資料樣本分佈情形 49
表 4-2 企業社會責任之KMO值及Bartlett球形檢定 50
表 4-3 企業社會責任構面之因素分析 50
表 4-4 各研究構面之信度分析表 51
表 4-5 各研究構面之相關係數表 51
表 4-6 企業社會責任對企業聲譽之迴歸分析彙整表 53
表 4-7 企業社會責任對顧客滿意度之迴歸分析彙整表 54
表 4-8 企業社會責任對顧客忠誠度之迴歸分析彙整表 54
表 4-9 企業聲譽對顧客滿意度之迴歸分析彙整表 55
表4-10 顧客滿意對顧客忠誠度之迴歸分析彙整表 56
表4-11 研究假說驗證彙整表 56

圖目錄
圖1-1研究流程圖 4
圖2-1企業社會責任概念相關名詞 6
圖2-2企業社會責任之金字塔模型 7
圖2-3企業聲譽構成圖 22
圖2-4企業聲譽的六個衡量構面 28
圖2-5美國顧客滿意度指標(ACSI) 33
圖2-6歐洲顧客滿意度指標(ECSI) 34
圖3-1研究架構圖 40



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三、網站
http://www/calvert.com/pdf/6132.pdf
http://www.harrisinteractive.com
http://www.hk.sgs.com/
http://www.kld.com/research/data/KLD_Rating_Methodoldgy.pdf
http://www.sustainability-index.com/07_htmle/indexes/djsiworld_keyfacts.html
天下雜誌http://www.cw.com.tw/issue/2009csr/intro1.jsp
台灣企業永續發展協會http://www.bcsd.org.tw/
台灣食品發展協會http://www.gmp.org.tw/newsdetail.asp?id=3439
同心企業社會責任網http://www.csrone.com.tw/csr_in-1.php
行政院公平交易委員會http://www.ftc.gov.tw/internet/main/index.aspx
遠見雜誌http://www.gvm.com.tw/event/csr2009/page03.html
經濟部投資業務處台灣企業社會責任http://csr.moea.gov.tw/
產業永續發展資訊網http://proj.moeaidb.gov.tw/isdn/Norm/grade.asp

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