Corporate Social Responsibility, Service Quality and Customer Loyalty in the Intercity Bus Industry-A Case of Ho-Hsin Company

• Main Authors: ChenSu, 蘇晨
• Other Authors: Yu-Hern Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/v7965m

碩士 === 國立成功大學 === 交通管理科學系 === 102 === The Taiwan High-Speed Rail has commenced revenue service by the end of October 2006 which has had a lot of impacts on intercity bus market in Taiwan, In the face of the new situation, intercity bus companies need to find some strategies to solve this problem. However, corporate social responsibility (CSR) has received an increasing amount of attention from practitioners and scholars alike in recent years. Many researches revealed CSR and service quality can enhance profitable customer behaviors. For this reason, this study wants to discuss the relationships between CSR, service quality, customer satisfaction and loyalty. The purpose of this study is to construct a model to examine the relationship between CSR, service quality, customer satisfaction and loyalty in the intercity bus industry, and then the structural equation modeling (SEM) is used to analyze the corporate social responsibility and service quality how to affect customer behavior in the intercity bus industry. The results reveal CSR has positive impact on service quality, image, customer satisfaction and customer loyalty, whether directly or mediated. The most important finding is CSR may enhance employee’s satisfaction to raise service quality, and then enhances customer satisfaction and loyalty. But customers can’t understand what Ho-Hsin company devoted to CSR. In order to improve company’s revenue, Ho-Hsin should deliver the information of CSR to its customers.A number of practical and theoretical implications are discussed and limitations and directions for future research and intercity bus company.