消费者对食品企业社会责任的期望研究

Consumer Expectations of Corporate Social Responsibility in Food Enterprises

将营销学领域相对成熟的Kano模型应用到消费者对食品企业社会责任的期望研究中,对食品企业社会责任的六大方面共17种责任进行了Kano模型需求分类。通过问卷调查,得到了6种必备需求、8种一维需求和3种魅力需求,以及每种需求是否满足对消费者满意度和不满意度的影响。结果表明:食品企业必须率先满足消费者的必备需求,以最大程度地降低消费者对食品企业社会责任的不满意;其次尽量满足一维需求,可依据满意度系数决定履行的优先顺序;最后,在资金允许的情况下可满足消费者的魅力需求,以大幅提高消费者对食品企业社会责任的满意度。

The Kano model which is comparatively mature in marketing field was applied to the study of consumer expectationsof corporate social responsibility in food enterprises. 17 indexes concerning corporate social responsibility in food enterpriseswere classified according to Kano model.Through the survey,6 kinds of must-be requirements,8 onedimensionalrequirements and 3 attractive requirements were found.The results indicated that food enterprises must meetmust-be requirements first to reduce dissatisfaction of consumers,and then try to meet one-dimensional requirements basedon coefficient of satisfaction.Finally,food enterprises should also meet attractive requirements to significantly improvesatisfaction of consumers when fund is sufficient.