Corporate Social Responsibility, Consumer Trust, and Consumer Loyalty: Evidence from the Financial Holding Industry in Taiwan

• Main Authors: Hsiao,Chien-Chih, 蕭健治
• Other Authors: Chen, Bryan H.
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/eprpvk

博士 === 國立彰化師範大學 === 財務金融技術學系 === 105 === In recent years corporate social responsibility (CSR) has attracted the consumers’ attention dramatically. Corporations also take CSR as an important operational indicator which aims at enhancing consumer trust and loyalty toward business products and services and optimizing good relationship between businesses and consumers. This study aimed at investigating on-the-job Finance students’ perception of the relationship among perceived CSR, consumer trust, and consumer loyalty toward Taiwanese listed banks. In addition, this study attempt to understand whether consumer trust is the mediating role between perceived CSR and consumer loyalty. This study implemented quantitative method through survey questionnaire and applied stratified random sampling approach to collect data from 10 universities. A total of 300 valid responses returned, and the data were analyzed by descriptive statistics, confirmatory factor analysis, and structural equation modeling. The results showed that perceived CSR positively affect consumer trust, and this effect is mediated by consumer loyalty. Finally, this study draws the discussion of these results and recommendations for further research and practice in the banking industry.