企业社会责任对顾客忠诚度的影响机制研究

The Effecting Mechanism of Corporate Social Responsibility on Customer Loyalty

文章从消费者-企业关系的视角出发,通过引入反映消费者品牌关系质量的变量(满意、信任和承诺)来探讨企业社会责任感对顾客忠诚度的影响机制。以电子行业为背景,通过结构方程模型检验所提的假设。结果表明,企业积极承担社会责任会提升顾客满意度、增强顾客对公司的信任和情感承诺,进而提高顾客的态度忠诚和行为忠诚。而且,产品介入度能够加强企业社会责任对关系质量的积极影响,是决定企业社会责任影响效力的关键变量。

This study examines the mechanism through which corporate social responsibility has impact on customer loyalty, particularly testing the roles of customer-brand relationship variables as key mediators and product involvement as a key moder- ator. Hypotheses are tested in the context of electronic product industry using the method of SEM. Results indicate that cor- porate social responsibility performance can positively influence both attitudinal and behavioral loyalty through relationship quality variables. Moreover, product involvement magnifies the positive impact of corporate social responsibility on relation- ship quality.