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MBA毕业论文_企业社会责任对顾客忠诚的影响机制研究DOC

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在目前的经济发展进程中,消费者对企业社会责任的关注渐渐提高起来, 这种现象成为当前社会在发展进程中的一个重要关注点。企业对社会责任进行 投入才是顺应潮流,而且企业在成长的进程当中一定要对经济贡献和社会责任 有所均衡。尤其在我国经济迅速成长以及日益激烈的市场竞争环境下,获得更 多忠实的顾客已是企业可持续发展的一个重要战略,也是提升企业优势的重要 措施。国际上对企业社会责任的关注越来越明显,很多外国企业非常重视对它 在自身发展中各环节发挥的作用,并且主动积极的公开自身在社会责任活动方 面的情况,可以说,把这些活动作为提升企业优势的重要手段之一。但对于大 多数国内公司来说,在社会责任方面的意识仍然薄弱。 现有文献分别就企业社会责任、顾客忠诚展开了大量研究,但直接探讨这 两个变量之间的影响机制和路径的文献却比较零散,没有形成完整的分析框架。 本论文在充分收集、汇总国内外相关论文的基础上,将现有涉及企业社会责任 对顾客忠诚之间的关系作用进行了系统梳理以及整合,并加入品牌声誉看作中 介因素、顾客的 CSR 信念是调节变量。通过验证中介变量还有调节变量在两个 主变量之间发挥的作用,分析企业社会责任影响顾客忠诚的过程机制。主要形 成了四个主要内容:(1)企业社会责任和顾客忠诚的关系和机制;(2)品牌声誉中 的认知成分在二者关系之间的中介效应;(3)品牌声誉的情感成分在两者关系中 的中介效应;(4)顾客的 CSR 信念在两个主变量之间是否发挥了调节的作用。经 由实证探索以及数据测试,结果表现为,企业社会责任对顾客忠实度产生积极 影响,这种影响作用分为直接和间接两种路径,会经过品牌声誉的中介效应发 挥其对顾客忠诚的作用,还有 CSR 信念的调节作用进而对顾客忠诚产生影响。 本文立足于广大消费者的观点,对企业社会责任和顾客忠实度进行实证探 究,这对于中国很多公司理解社会责任的概念,并重视企业社会责任的投入上 有很大的意义。目前,基于利润和生存竞争,中国大多数公司未对社会责任在II 提升企业价值和顾客的忠实度方面的重要作用有所认识。在企业社会责任的履 行程度上,国内公司与国外企业相比,不论在概念理解上还是行动付出,现都 很欠缺。在这种情况下,消费者对公司的社会责任投入的认知非常低,而且越 来越多与公司利益有关的人群开始对公司提出履行社会责任的要求。因此本论 文的研究结果在解决此问题上可以提供一定的建议和启示,此外,本论文在梳 理完已有研究脉络之后,总结了企业社会责任对顾客忠诚的影响机制探究模型, 对其中的薄弱环节进行补充,还对将来社会责任领域可能进行的探索路径提出 建议,期望管理学者进一步深入探讨企业社会责任与顾客忠诚之间的作用机制, 呼吁实践者在企业发展中加强对各方面义务的履行情况进行思考。 关键词:企业社会责任;顾客忠诚;品牌声誉;CSR 信念III RESEARCH ON THE INFLUENCE MECHANISM OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY ABSTRACT In the current social context , public are more value about corporate social responsibility. The corporate social responsibility is the element of nowadays social development, and fulfilling responsibility is the common trend. Now, enterprises must balance economic contribution and social responsibility. Especially in the context of China's rapid economic growth and increasingly fierce market competition, getting more loyal customers has become a good strategy for the sustainable development of enterprises and an important method to improve the progress of company. The International attention to corporate social responsibility is becoming more and more obvious. Many foreign companies attach great importance to its role in all aspects of its development, and actively disclose their own social responsibility activities. In the other way, corporate social responsibility activities is regarded as an important means to promote the advantages of the company. But for most domestic companies , customer's sense of social responsibility is still inferior. The existing literature has carried out a lot of research on corporate social responsibility and client loyalty, but the literature directly discussing the mechanism of influence between these two variables is relatively fragmented and does not form a complete analytical framework. On the foundation of fully collect and relevant literature at home and abroad, this paper systematically sorts out and improves the existing study on the mechanism affect between corporate social responsibility and client loyalty, and adds brand reputation as a mediator variable and CSR belief as an adjustment variables. ByIV verifying the role of the mediator variable and adjustment variables between the two host variables, analyze the process mechanism of corporate social responsibility affecting client loyalty. It mainly forms four main contents:(1) the relationship and impact mechanism) of corporate social responsibility and client loyalty;(2) the medium role of cognitive reputation in brand reputation between corporate social responsibility and client loyalty;(3) the medium role of emotional reputation in brand reputation between corporate social responsibility and client loyalty;(4) the effect of CSR belief in the regulation of corporate social responsibility and client loyalty. Through empirical exploration and data testing , the results show that corporate social responsibility positively affects client loyalty,this influence is divided into direct and indirect paths,which will play its role in client loyalty through the medium role of brand reputation , and there is also the regulatory role of CSR beliefs that have an impact on customer loyalty This paper is based on the customer's view, and the empirical research on corporate social responsibility and client loyalty. This has great significance for many Chinese companies to understand the concept of social responsibility and attach importance to the investment of corporate social responsibility. At present, based on profit and survival competition,most companies in China do not have an understanding of the important role of social responsibility in enhancing corporate value and client loyalty. In the degree of fulfillment of corporate social responsibility , compared with foreign companies , domestic companies are lacking in both conceptual understanding and action. Under this circumstance, consumers' perception of the company's social responsibility investment is very low, and more and more people who are related to the company's interests begin to demand social responsibility for the company. Therefore,the research results of this thesis can provide some suggestions and inspirations to solve this problem. In addition, this paper summarizes the research framework of the influence mechanism of corporate social responsibility and client loyalty after combing the existing research context, complement the weak links and suggest possible exploration paths in the future social responsibility field. It is expected that management scholars will further explore the mechanism ofV corporate social responsibility and client loyalty,and calling on practitioners to strengthen their implementation of obligations in all aspects of enterprise development and keeping to think about the corresponding responsibility. KEY WORDS : Corporate social responsibility ; Consumer loyalty ; Brand reputation;CSR beliefVI 目 录 摘要.................................................................................................................................I ABSTRACT.................................................................................................................III 目录..............................................................................................................................VI 一、绪论........................................................................................................................1 (一)研究背景.....................................................................................................1 (二)研究意义.....................................................................................................3 (三)研究内容.....................................................................................................5 (四)研究方法.....................................................................................................6 (五)技术路线.....................................................................................................7 二、文献综述................................................................................................................9 (一)企业社会责任.............................................................................................9 1.企业社会责任概念.......................................................................................9 2.企业社会责任的维度.................................................................................10 3.企业社会责任综述.....................................................................................11 (二)顾客忠诚...................................................................................................11 1.顾客忠诚的概念.........................................................................................11 2.顾客忠诚的测量.........................................................................................12 3.顾客忠诚综述.............................................................................................12 (三)品牌声誉...................................................................................................13 1.品牌声誉概念.............................................................................................13 2.品牌声誉的维度.........................................................................................14 3.品牌声誉综述.............................................................................................14 (四)消费者社会责任意识...............................................................................15 1.概念及相关研究.........................................................................................15 2.CSR 信念.................................................................................................... 16 三、理论模型与研究假设..........................................................................................18 (一)企业社会责任与顾客忠诚.......................................................................19VII 1.公益慈善责任与顾客忠诚.........................................................................19 2.环保责任与顾客忠诚.................................................................................20 3.顾客责任与顾客忠诚.................................................................................20 4.员工责任与顾客忠诚.................................................................................21 (二)品牌声誉的中介作用...............................................................................21 1.企业公益慈善责任与顾客忠诚之间的中介作用.....................................22 2.环保责任与顾客忠诚之间的中介作用.....................................................23 3.顾客责任与顾客忠诚之间的中介作用.....................................................23 4.员工责任与顾客忠诚之间的中介作用.....................................................24 (三)CSR 信念的调节作用.............................................................................. 24 1.公益慈善责任与顾客忠诚之间关系的调节作用.....................................25 2.企业环保责任与顾客忠诚之间关系的调节作用.....................................26 3.企业顾客责任与顾客忠诚之间关系的调节作用.....................................26 4.企业员工责任与顾客忠诚之间关系的调节作用.....................................26 四、研究设计与方法..................................................................................................27 (一)研究过程概述...........................................................................................27 (二)研究工具...................................................................................................27 1.问卷设计.....................................................................................................27 2.变量测量.....................................................................................................28 (三)研究样本...................................................................................................30 1.研究样本.....................................................................................................30 2.数据收集.....................................................................................................31 3.样本特征.....................................................................................................31 五、研究结果..............................................................................................................33 (一)信度和效度分析.......................................................................................33 1.信度分析.....................................................................................................33 2.效度分析.....................................................................................................35 (二)描述性统计和相关分析...........................................................................39 (三)假设检验...................................................................................................41VIII 1.直接效应检验.............................................................................................41 2.中介作用检验.............................................................................................42 3.调节作用检验.............................................................................................50 4.实证结果.....................................................................................................53 六、结论与展望..........................................................................................................55 (一)结论...........................................................................................................55 (二)展望...........................................................................................................57