零售企业社会责任行为对企业形象及顾客忠诚的影响机制

将企业形象、感知价值和顾客满意纳入零售企业社会责任驱动顾客忠诚的影响机制模型中,并以大型百货商店和综合超市消费者为调查对象,通过结构方程模型法进行实证检验。研究发现,零售企业的经济责任、环境责任、消费者责任、员工责任、法律责任和慈善责任对企业形象均有积极影响,而对感知价值有积极影响的只有经济责任、消费者责任、员工责任和法律责任。企业形象和感知价值不仅对顾客忠诚产生直接影响,而且通过顾客满意对顾客忠诚产生间接作用。相比企业形象,感知价值对顾客满意和顾客忠诚的影响作用更大。另外,不同零售业态和消费群体特征对零售企业社会责任行为的影响有差异。

A Study on the Influence Mechanism of Retail Corporate Social Responsibility upon Corporate Image and Customer Loyalty

This paper considers corporate image,perceived value and customer satisfaction into the model in which retail corporate social responsibility impacts customer loyalty,and uses the consumers of large-scale department stores and supermarkets as samples to test the model by applying the structural equation modeling method.The results show that economical responsibility,environmental responsibility,consumer responsibility,employee responsibility,legal responsibility and charitable responsibility positively impact corporate image,and economical responsibility,consumer responsibility,employee responsibility and legal responsibility positively impact perceived value.Corporate image and perceived value not only directly impact customer loyalty,and indirectly impact customer loyalty through customer satisfaction.However,perceived value has more positive impact on customer satisfaction and customer loyalty than corporate image.In addition,retail formats and consumer characteristics have different impacts on retail corporate social responsibility.