Relationship Among Younger Generation’s Customer Loyalty, Perception, Response behavior–Initiated from Corporate Social Responsibility

• Main Authors: Chen, Tsai-Wen, 陳彩文
• Other Authors: 方珍玲
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/31402808434020103091

碩士 === 國立臺北大學 === 金融與合作經營學系 === 103 === Corporate Social Responsibility is very important in nowadays. Consumer become more and more concern about their rights. Consumer are conscious of corporate social responsibility by media. Service failure makes consumer unsatisfied. This research take X Chuan corporate for example, discussing if the company flaunting CSR says one thing and does another, whether affect the younger generation’s perceived fairness, perceived betrayal, customer loyalty and their response behavior. This study focuses on younger generation and adopts questionnaire measurement. Through statistical analysis and path analysis, the result shows: 1. Consumer’s corporate social responsibility perception will positively affect perceived fairness; 2. Only distributive fairness will negatively affect customer loyalty; 3. Once consumers perceived betrayal, they tend to revenge the company and ask for compensation. Corporate should offer solutions more completely to younger generation consumer who keep customer loyalty, in order to maintain the long relationship between consumer and corporate. Customer loyalty is one of the key reason makes corporate create long term earning.