The Impacts of Customer-Related CSR and Service Quality on Customer Loyalty--The Moderating Effects of Customer's Attributions
|關鍵字:||顧客歸因;企業社會責任;服務品質;顧客滿意;管理政策及實務上的信任;顧客忠誠;Customer's attributions;Corporate social responsibility (CSR);Service quality;Customer satisfaction;Trust in management policies and practices (MPPs);Customer loyalty|
本研究採用Anderson and Gerbing (1988)的兩階段方法來檢驗本研究所提出之因果關係。並以卡方差異檢定來檢驗顧客歸因的調節效果。研究結果指出，便利商店做顧客相關的企業社會責任實務與服務品質對於顧客滿意與顧客對便利商店管理實務及政策的信任有正向影響，並進一步對顧客忠誠有正向影響。除此之外，調節效果的檢驗結果指出四種顧客歸因中，有三種歸因對於本研究所提出之架構是有部分調節效果的: 善心歸因、利害關係人歸因、自利歸因。
Despite there is an increasing emphasis on CSR in the marketplace, little is known about the effects of a company’s CSR actions on customer loyalty. Previous researches indicate that there are several factors influence customer loyalty, such as service quality, customer satisfaction, and customer trust. Based on previous studies, this study argues that a firm’s customer loyalty are determined by both of consumer satisfaction and customer’s trust in management practices and policies, which are further predicted by a firm’s key business practices for customer-related CSR and service quality. Besides, the moderating effects of customer’s different attributions to a firm’s CSR initiatives on the causal relationships proposed in this study are also examined. The proposed model is to be empirically examined by the data collected from the convenience store industry. In Taiwan, convenience stores open 24 hours a day and 7 days a week, and offer many products and services for daily use to customers quickly. Thus, convenience store is indispensable to everyone’s daily life in Taiwan. With about 8,400 stores, the market share of the top three convenience stores is more than 90% (7-11, FamilyMart, Hi-Life). Moreover, due to customers patronize convenience stores frequently, these convenience stores can play a good platform role to promote CSR activities and concept to these customers. That is why this study chooses convenience stores as the study target. There were 309 valid questionnaires collected by quota-sampling for analysis after deleting invalid questionnaires. According to Anderson and Gerbing (1988), a two-step approach was adopted to examine the causal relationships. In addition, chi-square difference tests were used to test the moderating effects of customer’s attributions on the proposed causal relationships. In this study, the results indicate that the convenience store’s key business practices for customer-related CSR and service quality have positive effects on customer satisfaction and customer’s trust in MPPs, which in turn have positive effects on customer loyalty. In addition, the results indicate that only three of four attribution types have moderating impacts on the proposed model: customer’s benevolence attribution, stakeholder attribution, and egoistic attribution obtain partial supports. For practical managers, despite that the convenience stores do CSR activities can increase customer satisfaction, customer’s trust in MPPs, and customer loyalty, they should also concerned customer’s attributions. Based on the results of the empirical study, this study provides some suggestions for the practical managers to increase customer loyalty.
|Appears in Collections:||Thesis|