基于企业社会责任的顾客满意实证研究

Empirical Research on Customer Satisfaction Based on Corporate Social Responsibility

近年来,国外众多学者都在探索企业社会责任的战略意义。企业社会责任已经和战略、顾客购买行为、品牌、盈利能力等关键词联系在一起。在中国,企业对企业社会责任的潜在影响力认识尚不深入,承担企业社会责任的积极性也不高。国外的理论和实践都表明,企业承担社会责任,不仅有利于提高整个社会的福利,对企业自身发展也有很大的帮助。要使中国企业更主动承担社会责任,除了让企业认识到社会责任对企业的作用和意义,探究企业社会责任对顾客满意的影响无疑是一个很好的切入点。因为在市场营销实践中,企业已经充分认识到顾客满意对企业具有重要的战略意义,以及对长期企业利润和股东价值具有的深远影响。研究企业社会责任对企业的关联,能够引导企业主动通过合适的企业社会责任行为来提高自己的竞争力,把自身利益和社会利益结合起来。企业社会责任、顾客满意等概念所涉及的研究领域都有较为成熟的研究成果,但论证两者间联系的实证研究较少,因此本研究的基本思想、分析工具、尤其是指标体系充分借鉴现有文献提出的成果。大量文献综述为本研究的实证奠定了理论分析基础,而本文的实证研究对理论模型及假设进行了验证。在文献综述的基础上,构建了企业社会责任对顾客满意影响的理论模型。该模型包括企业社会责任、企业声誉、感知价值、顾客满意、顾客忠诚五个结构变量,强调了企业社会责任包含的三个维度。研究基于上海牛乳行业的实证,从消费者的感知和评价着手,探索了企业社会责任对顾客满意的影响。根据消费者反馈的280份有效问卷,利用结构方程模型(SEM)和回归分析检验了本研究的模型及假设。经过分析主要得到如下结论:在上海牛乳行业,企业对社区的责任、对环境的责任、对顾客的责任三个维度都会影响到消费者对企业社会责任的总体评价,但是重要性各不相同;企业社会责任对顾客满意及顾客忠诚并没有直接的影响。但是,通过影响企业声誉和顾客感知价值,对顾客满意和顾客忠诚有显著的间接影响,且十分可观,从而为企业社会责任与顾客满意之间的联系搭建了新的通道。

Over the recent years, many foreign researchers have been exploring the strategic meaning of corporate social responsibility （CSR）. CSR has been closely related with such key words as strategy, customer buying behavior, brand, and profitability. In China, corporations are still far from fully aware of the potential influence of CSR, and thus they are not active to assume CSR. Western theories and practices both demonstrate that assuming CSR not only is favorable for enhancing the entire social welfare, but also helps the companies themselves a lot in their own development. To encourage corporations in China to take on CSR more actively, in addition to making companies aware of the great impact of CSR on companies, exploring the link between CSR and customer satisfaction （CS） will be a good breakthrough point, for customer satisfaction, in marketing practice, is of strategic importance, and also has profound influence on the long-term profit and shareholder value. Therefore, research on the link between CSR and CS will lead corporations to improve their competitiveness with the appropriate CSR practice, and combine their own interests with the social welfare. There have been mature research results in the fields concerning the concepts of CSR and CS, but empirical researches on the relationship between them are relatively few. Hence the basic thoughts, analysis tools and especially the index system in this thesis are on the basis of referring to the research results proposed in the current literature. Analysis of large amount of literature lays theoretical analysis foundation for the empirical research in this thesis, while the empirical research in return verifies the theoretic model and hypothesis. Based on literature analysis, this thesis establishes a theoretical model of CSR＇s impact on CS. This model consists of five structure variables, which are CSR, corporate reputation, perception value, CS and customer loyalty, with the highlight of the three dimensions included in CSR. Based on the demonstration in Shanghai milk industry as well as the customer evaluation and perception, this study explores the impact CSR puts on CS. According to 280 valid questionnaires from customers, by use of Structural Equation Modeling （SEM） and regression analysis, this study examines the model and hypothesis. According to empirical research, this study provides the following conclusions： in Shanghai milk industry, all the three dimensions, namely, the three different responsibilities that enterprises assume to community, environment and customer, can influence customers＇general evaluation on CSR, but the importance of each varies ; though CSR has no direct impact on the customer satisfaction and customer loyalty, it can put an obvious indirect impact on them remarkably through influencing enterprise reputation and customer perception value, so as to build a new passage for the link between CSR and CS.