| CSR对企业声誉及顾客忠诚影响的实证研究 |
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| 引用本文： | 李海芹,张子刚.CSR对企业声誉及顾客忠诚影响的实证研究[J].南开管理评论,2010,13(1). |
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| 作者姓名： | 李海芹 张子刚 |
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| 作者单位： | 华中科技大学管理学院 |
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| 摘 要： | 本文试图将企业社会责任划分为六个方面,将企业声誉划分为认知声誉和情感声誉两个方面,构建一个企业社会责任(CSR)对企业声誉和顾客忠诚影响的概念模型,并通过结构方程模型方法对模型进行检验,以探索企业社会责任各方面对顾客忠诚的影响程度,以及企业声誉作为中介变量的合理性。研究结果表明,企业社会责任对顾客忠诚的影响主要来源于企业社会责任中的经济责任、企业对消费者的责任、法律责任和慈善责任;企业声誉划分为认知声誉和情感声誉是合理的;企业声誉是企业社会责任影响顾客忠诚的中介变量;企业社会责任通过企业声誉影响顾客满意,从而影响顾客忠诚。
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| 关 键 词： | 企业社会责任 企业声誉 顾客忠诚 实证 |
An Empirical Study on the Effects of Corporate Social Responsibility on Corporate Reputation and Customer Loyalty |
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| Li Haiqin,Zhang Zigang.An Empirical Study on the Effects of Corporate Social Responsibility on Corporate Reputation and Customer Loyalty[J].Nankai Business Review,2010,13(1). |
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| Authors: | Li Haiqin Zhang Zigang |
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| Institution: | Li Haiqin,Zhang Zigang School of Management,Huazhong University of Science , Technology |
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| Abstract: | Previous studies confirm that Corporate Social Responsibility (hereafter CSR) has positive and distinct effects on customer loyalty.According to stakeholder theory,CSR could be compartmentalized into economical responsibility,environment responsibility,the enterprise responsibility for consumers,the enterprise responsibility for employees,enterprise's legal liability and charitable responsibility.Different responsibility may have different influence to customer loyalty.Furthermore,CSR is the very important ... |
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| Keywords: | Corporate Social Responsibility Corporate Reputation Customer loyalty Empirical Study |
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