The Influence of Perceptions of Corporate Social Responsibility on Customer Loyalty

• Main Authors: Jeu-Huah, Lin, 林櫸樺
• Other Authors: Mei-Ling, Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5sk3d5

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 106 === Over the past few years, the public has placed more emphasis on information privacy. In light of the fact that banks have access to clients’ personal financial data, banks are expected to set up infallible mechanisms to protect clients’ confidentiality, preventing incidents like money laundering from arising in accordance with financial regulatory rules. This thesis aims to explore whether the corporate internal control should be further consolidated to bolster banks’ information privacy protection so as to put banks’ corporate social responsibility into real effect. The research is conducted by collecting questionnaires on clients’ perceptions of banks’ corporate social responsibility from 565 surveyed clients approaching the government-controlled bank with the 3rd largest domestic assets. Explore customer loyalty responses that affect and trade with banks. Results of the hierarchical regression analysis reveals that the customers’ perceptions and Identity of bank corporate social responsibility will help improve bank loyalty. Identity of corporate social responsibility on bank customers has partially mediating effect on perceptions of corporate social responsibility perception and customer loyalty. However, the customer''s information privacy concerns was not found a significant relationship to bank corporate social responsibility. Based on these findings, both theoretical and practical implications are discussed.