The Research of Corporate Social Responsibility and Service Recovery Effects Towards Brand Image - Take the Brand of A Car Manufacturer for Example

• Main Author: 楊曼青
• Other Authors: 晏啟華
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/03851415635561766954

碩士 === 僑光科技大學 === 管理研究所 === 99 === The serial faulty vehicle recall cases between 2009 and 2010 had hit Toyota dramatically, not only its share price tumbled, but also its market share fell sharply. Stakeholders around the world watched closely how Toyota could get away with the crisis. What made the situation worse was that the US department of commerce officially sued Toyota for breaching the law of safety against consumers, which showed that service recovery needs to be considered along with the issue of Corporate Social Responsibility (CSR). Looking back, Toyota has wined consumers’ confidence in terms of service quality, and it has worked hard on the issue of CSR, will the success or not of CSR affect consumers’ perception upon on the brand under its brand and is further transformed to loyalty is the first part of this research. Secondly, will the satisifaction of concumers upon service recovery affect consumers’ attitude and become loyalty will be the second part of this research. The content of thsis research consist five constructs: CSR, service recovery satisfaction, brand image, consumers’ attitude, and customers’ loyalty. The interviewees are customers who own Toyota vehicled and interviewed between February and March in 2011. 248 paper questionnaires were valid for SPSS17.0 analysis, descriptive statistics, separateness t test of specimen, and Pearson’s correlation and regression analysis of empirical research. The empirical results as below: 1.The corporate social responsibility has significant impact on brand image, consumer attitudes; 2. Brand image has significant impact consumer attitudes and customer loyalty; 3. Consumer attitudes has significant impact on customer loyalty; 4. Service recovery has significant impact on brand image, and consumer attitudes.