The Effect of Customer Perception of a Company’s Social Responsibility on Customer Loyalty：Customer Perceived Value as the mediating variable

• Main Authors: Tu, Pei-Chi, 杜佩琪
• Other Authors: Yeh, Kai-Li
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/nqnf2u

碩士 === 國立彰化師範大學 === 企業管理學系 === 104 === In recent years, issues related to corporate social responsibility (CSR) have received more and more attention. Previous paper also indicates that the fulfillment of corporate social responsibility has a positive impact on the evaluation of corporate activities by consumers, which in turn has a positive effect on the current purchasing behavior and future purchase intention of consumers. Moreover, in order to sustainable development of their enterprises, many enterprises have begun engaged in corporate social responsibility. Previous CSR-related research focus on corporate image, brand loyalty, brand satisfaction and other related effects ,but not mention different facets of corporate social responsibility will have different affect on customer perceived value, and how will it affect the relationship between corporate social responsibility and customer loyalty. Therefore, this study refer to previous paper which mention corporate social responsibility have four facets economic, legal, ethical, charitable, in our study we use it as corporate social responsibility operational variables, to explore the impact and value of customer loyalty between customer perceived value. The results showed that different corporate social responsibility for the customer perceived value and customer loyalty have different degrees of positive impact, and customer perceived value partial mediation effect between corporate social responsibility and customer loyalty.