社會企業驅動顧客忠誠行為之研究

• Main Authors: Cheng-Wei Huang, 黃正維
• Other Authors: Shih-Hao Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/79413551576925797418

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 104 === In recent years, Social Enterprise is growing rapidly. Even Ministry of Economic Affairs of Taiwan declared 2014 is the“first year of social enterprise.” According to the United Daily News poll pointed out in 2015, Only 19 percent of Taiwanese heard of Social Enterprises, 78% of them agreed. Under nonprofit-maximizing philosophy, how could a social enterprise be able to operate sustainably has become an important issue for the executive. This study aims to clarify whether Individual or CSR has a stronger effect on Customer- Company Identification, and ultimately has a positive effect on Customer Loyalty Behavior. This study is tested in the Social Enterprise industry. Consumers with purchase experiences at Social Enterprise are chosen as research subjects. Questionnaires are distributed through personal interview and internet through the convenience sampling method. A total of 222 effective questionnaires are collected. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows: 1. CSR is a greater driving factor of Customer-Company Identification. 2. Customer-Company Identification has a direct impact on Customer Loyalty Behavior. Therefore, Social Enterprise should strive for CSR which leads to customer- company Identification, and in addition, establishment of customer loyalty.