The cross level research of corporate social responsibility and corrporate image on customer loyalty- An empirical study of bank industries

• Main Authors: Yuan Hsin Hsueh, 薛淵心
• Other Authors: Miao-Que Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/11610531353365381884

碩士 === 輔仁大學 === 管理學研究所 === 97 === The embezzlement and cases that someone hollow out company’s asset illegally emerge in an endless stream, thus corporate social responsibility, business morality and corporate governance are widely discussed. Previous studies on bank marketing focus on the impacts of product and service on the customer’s satisfaction and loyalty or the business strategy on the performance; however, the impacts of the corporate social responsibility are seldom discussed. Hierarchical linear modeling (HLM) is used to analyze the relationship between customers and the banks. In the micro level, the research takes trust as the independent variable, and then customer’s satisfaction and loyalty are taken as the dependent variables. In the macro level, in addition to examine the impacts of the corporate image and corporate value, the research also studies corporate social responsibility and corporate image individually to find out how they influence the customer’s trust and customer’s satisfaction. Finally, some strategic management suggestions will be provided to help the managers improve their business performance. The data is from the customers of the bank in Taipei city and county through questionnaire. The quantity of effective questionnaire is 689, and the effective ratio is up to 76%. The results examined by hierarchical linear modeling are as below, 1.Corporate social responsibility has positive effects on the corporate image. 2.The better corporate image is established, the more corporate value and customer loyalty will be. 3.Corporate social responsibility has positive effects on customer’s trust and satisfaction toward their enterprise. 4.The increase of customer’s trust toward their enterprise can improve customer’s satisfaction and loyalty. The research also makes some suggestions for the banks. First, they should carry out the activities of the corporate social responsibility, moreover, in order to protect the stakeholders’ equity, the system of independent directors should be established and financial information should be transparent. Some feedback to the society is recommended as the behavior also can improve customer’s trust and satisfaction. Second, to establish the positive corporate image, risk management and the training for bank employees are recommended as they are a great help to improve the corporate value and customer’s loyalty. Finally, customer management is another way to improve customer’s satisfaction and loyalty, so we suggest the banks to be concerned with finance demands of their customers actively and do their best to notify the advantages and disadvantages of their finance products; this way, the reliability and recognition between banks and their customers will be kept and improved.