The Relationship Study among Corporate Social Responsibility, Consumer-Company Identification, and Customer Loyalty －Exemplified by Convenience Chain stores

• Main Authors: Wu,Huiyen, 吳蕙讌
• Other Authors: Hsu, Chunhui
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/30361480564600925984

碩士 === 國立臺北大學 === 企業管理學系 === 101 === With rise of consumer awareness as well as growth of continuously sustainable development of firms, public has expectation on whether if enterprises should take the corporation social responsibility. From the previous study, when the enterprises take its corporation social responsibility, it will enhance customer recognition of the company and then enhance customer loyalty. In order to understand the relationship among “Corporate Social Responsibility”, “Customer-Company Identification” and “Customer Loyalty,” this study chose the brand chain stores as an example. The result showed that corporation social responsibility includes economic responsibility-perceived value, economic responsibility-customer satisfaction, legal responsibility, ethical responsibility and spontaneous (charity) responsibility. Overall, customers care ethical responsibility of the brain chain stores the most. The study also indicates that “Corporate Social Responsibility” has positive impact on “Consumer-Company Identification” and “Consumer-Company Identification” has the same influence to “Customer Loyalty”. Although “Corporation Social Responsibility” has no direct effect on “Customer Loyalty,” by the positive impact of “Customer-Company Identification” on “Customer Loyalty,” it shows that “Customer-Company Identification” has mediating effect between “Corporation Social Responsibility” and “Customer Loyalty”. Therefore, this study suggests that when enterprises take social responsibility, they should focus on “Customer-Company Identification” in order to enhance the “Customer Loyalty”.