企业慈善对顾客忠诚的影响:企业形象的中介作用

The Influence of Corporate Philanthropy on Customer Loyalty by the Intermediary Role of Corporate Image

顾客忠诚是企业竞争优势的基础。为了探讨企业慈善对企业形象及顾客忠诚的内在作用机制,该文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:(1)企业慈善对企业形象及顾客忠诚的作用主要源于企业慈善中的扶贫捐赠、救灾捐赠和教育捐赠。(2)企业慈善对企业形象中社会责任形象与能力形象均有影响,但对社会责任形象的影响较为突出。(3)企业形象中社会责任形象对能力形象有显著影响。(4)企业形象中社会责任形象与能力形象均对顾客忠诚有影响,但能力形象对顾客忠诚的影响较为突出。该文在理论上丰富了慈善领域的模型构建,在实践中为企业制定慈善战略提供参考依据。

Customer loyalty is the basis of enterprise＇s competitive advantage. In order to explore the internal mechanism of corporate philanthropy on corporate image and customer loyalty, this paper takes the consumers of large department stores and supermarkets as the object of study and makes empirical tests by structural equation modeling. The results show that： （1） The role of corporate philanthropy in corporate image and customer loyalty is mainly due to poverty alleviation donations, disaster relief donations and educational donations. （2） Corporate philanthropy has an influence on corporate social responsibility image and ability image, but it has a prominent impact on the image of social responsibility. （3） In the corporate image, the image of social responsibility has a significant impact on ability image. （4） Social responsibility image and ability image in corporate image have influence on customer loyalty, but the influence of ability image is prominent. This paper enriches the model construction of charity field theoretically, and provides reference for enterprises to develop charity strategy in practice.