顾客感知的企业社会责任行为方式与顾客忠诚度关系研究
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摘要
企业社会责任是目前学术界研究的热点问题之一。随着社会经济的发展,企业社会责任的履行与企业市场战略结合的越来越紧密。所谓的企业社会责任,是指企业在谋求股东利益最大化之时所负有的对企业利益相关者的责任。利益相关者包括：企业雇员、股东、顾客、自然资源、环境等。随着社会各界对企业履行社会责任重视程度的不断增加,企业社会责任的履行也增加了一些企业的成长压力。如何选择合适的企业社会责任内容和适应企业发展的社会责任履行方式,使企业社会责任的履行和企业发展达到双赢,成为企业界越来越关注的问题。
由于顾客的一系列行为可以直接影响企业的财务业绩,因此一直被认为是企业最重要的利益相关者。近几年企业社会责任与顾客关系的研究在学术界越来越重视。本文通过对过去关于该课题的研究做了总结和梳理,从顾客感知的企业社会责任行为方式与顾客忠诚关系的角度出发,对二者的相关关系进行了实证研究。
本文的主要研究工作有以下几个方面：1、在文献研究的基础上,规范分析了企业社会责任和顾客忠诚度的概念,借鉴国外学者的研究对企业社会责任两种不同履行方式进行了界定；2、在理论研究的基础上建立了研究模型并提出了研究假设；3、发放调查问卷,收集数据,并进行统计分析,探讨实证资料对研究模型和假设的支持程度。
通过上述的研究工作,论文获得的主要研究结论有以下几个：1、顾客对制度型企业社会责任履行方式和促销型企业社会责任履行方式的感知态度是不同的,相对而言顾客对制度型企业社会责任履行方式的感知态度更高；2、顾客对两种不同社会责任履行方式的企业的忠诚度是不同的,相对而言,对制度型社会责任履行方式的企业的忠诚度要更高一些：3、顾客感知的企业社会责任行为方式与顾客忠诚度之间存在显著相关关系。
Corporate Social Responsibility (CSR) is one of the current hot study issues in academic circles. Accompany with the development of social and economy, corporate social responsibility become closely integrated with enterprise market strategy. Corporate Social Responsibility means companies should be responsible for the stakeholders while they maximize the interest of the stockholders. And stakeholders include employees, shareholders, customers, natural resources and environment. As the public's emphasis level increasing to corporate social responsibility, some companies are under growing pressure to embrace social responsibility. How to choose the appropriate content and model of social responsibility to fulfillment of CSR needs and business development to achieve win-win situation become concerned by enterprises.
As customer behavior can directly affect the financial results of enterprises, customer has been considered to be the most important stakeholders. Recent years, academic pay more attention to the relationship between customer and CSR. Based on the past research, this article summarized and sorted the concept of CSR and customer especially the relationship among customer behavior, customer loyalty and CSR. This research comprised by following main aspects:1.Literature study, include CSR and customer loyalty concept analysis. Learned from the foreign research this research defined two model of CSR activities-institutionalized CSR programs and promotional CSR programs; 2. Based on the theoretical research we constructed the research model and put forward hypotheses; 3.Issued questionnaires to collect data, statistical and analysis. From the empirical respect examined the degree of support on the research models and assumptions.
Trough this research, we obtained main conclusions as following:1.Customer's perception attitude to the two CSR program is different, the perception attitude of institutionalized CSR programs is better than promotional CSR programs.2. Customer's loyalty to the two enterprises with different CSR programs is different; the loyalty degree of institutionalized CSR programs is higher than promotional CSR programs; 3. The customer perception of corporate social responsibility behavior and customer loyalty is significantly correlated.
由于顾客的一系列行为可以直接影响企业的财务业绩,因此一直被认为是企业最重要的利益相关者。近几年企业社会责任与顾客关系的研究在学术界越来越重视。本文通过对过去关于该课题的研究做了总结和梳理,从顾客感知的企业社会责任行为方式与顾客忠诚关系的角度出发,对二者的相关关系进行了实证研究。
本文的主要研究工作有以下几个方面：1、在文献研究的基础上,规范分析了企业社会责任和顾客忠诚度的概念,借鉴国外学者的研究对企业社会责任两种不同履行方式进行了界定；2、在理论研究的基础上建立了研究模型并提出了研究假设；3、发放调查问卷,收集数据,并进行统计分析,探讨实证资料对研究模型和假设的支持程度。
通过上述的研究工作,论文获得的主要研究结论有以下几个：1、顾客对制度型企业社会责任履行方式和促销型企业社会责任履行方式的感知态度是不同的,相对而言顾客对制度型企业社会责任履行方式的感知态度更高；2、顾客对两种不同社会责任履行方式的企业的忠诚度是不同的,相对而言,对制度型社会责任履行方式的企业的忠诚度要更高一些：3、顾客感知的企业社会责任行为方式与顾客忠诚度之间存在显著相关关系。
Corporate Social Responsibility (CSR) is one of the current hot study issues in academic circles. Accompany with the development of social and economy, corporate social responsibility become closely integrated with enterprise market strategy. Corporate Social Responsibility means companies should be responsible for the stakeholders while they maximize the interest of the stockholders. And stakeholders include employees, shareholders, customers, natural resources and environment. As the public's emphasis level increasing to corporate social responsibility, some companies are under growing pressure to embrace social responsibility. How to choose the appropriate content and model of social responsibility to fulfillment of CSR needs and business development to achieve win-win situation become concerned by enterprises.
As customer behavior can directly affect the financial results of enterprises, customer has been considered to be the most important stakeholders. Recent years, academic pay more attention to the relationship between customer and CSR. Based on the past research, this article summarized and sorted the concept of CSR and customer especially the relationship among customer behavior, customer loyalty and CSR. This research comprised by following main aspects:1.Literature study, include CSR and customer loyalty concept analysis. Learned from the foreign research this research defined two model of CSR activities-institutionalized CSR programs and promotional CSR programs; 2. Based on the theoretical research we constructed the research model and put forward hypotheses; 3.Issued questionnaires to collect data, statistical and analysis. From the empirical respect examined the degree of support on the research models and assumptions.
Trough this research, we obtained main conclusions as following:1.Customer's perception attitude to the two CSR program is different, the perception attitude of institutionalized CSR programs is better than promotional CSR programs.2. Customer's loyalty to the two enterprises with different CSR programs is different; the loyalty degree of institutionalized CSR programs is higher than promotional CSR programs; 3. The customer perception of corporate social responsibility behavior and customer loyalty is significantly correlated.
引文
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[3]Maignan, Isabelle, O.C.Ferrell.Corporate Citizenship as a Marketing Instrument: Concepts, Evidence and Research Directions. European Journal of Marketing,2001, 35(3/4):457-484
[4]Mohr, Lois A., Deborah J. Webb, Katherine E.Harris. Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. Journal of Consumer Affairs,2001,35(1):45-27
[5]Handelman, Jay M., Stephen J. Amold, The Role of Marketing Actions with a Social Dimension:Appeals to the Institutional Environment. Journal of Marketing,1999,63(3): 33-48
[6]Fombrum C.J., Reputation:Realizing Value from the Corporate Image. Harvard Business School Press:Boston, MA,1996
[7]Smith, G. and R. Stodghill:1994,'Are Good Causes Good Marketing?', Business week 3363,64-66
[8]Brown, T.J.and P.A.Dacin:1997,'the Company and the Product:Corporate Associations and Consumer Product Responses', Journal of Marketing61(1),68-84
[9]Julie Pirsch, Shruti Gupta, Stacy Landreth Grau:2007,'A Framework for Understanding Corporate Social Responsibility Programs as a Continuum:An Exploratory Study', Journal of Business Ethics70
[10]Sen, Sankar, Bhattacharya. Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research,2001,38(2): 225-243
[11]Creyer, E.H.and W.T. Ross:1997,'the Influence of Firm Behavior on Purchase Intention: Do Consumers Really Care About Business Ethics?'Journal of Consumer Marketing 14(6), 421-432
[12]Barrett. P.:1996,'Pinnell Hired to Lift Shell Image', Marketing Dec, (12),5
[13]Frederick F Rechheld.Loyalty Based management.Havard Business Review,1993. 71(3-4):64-73
[14]Oliver Sheldon. The social responsibility of management (Excerpts from ChapterIII)[A].in Oliver Sheldon(Ed.).The philosophy of management[C].London:Sir Isaac Pitman and Sons Ltd, first published 1924,reprinted 1965:70-99
[15]Drucker, P.Management:Tasks, responsibilities, practices [M].New York:Harper& Row, 1973
[16]Leo Y M Sin. Alan C B Tse.and Frederick H.K Yim. CRM:Conceptualization and scale development [J].European Journal of Marketing,2005.39(11/12):264-290
[17]卢代富.企业社会责任的经济学与法学分析.北京：华夏出版社.2002
[18]陈迅,韩亚琴.企业社会责任分级模型及其应用[J].中国工业经济,2005(11)：60-61
[19]段文,晁罡,刘善仕.国外企业社会责任研究述评[J].华南理工大学学报：社会科学版,2007,9(3)：50-55
[20]陈志昂.陆伟.企业社会责任三角模型[J].经济与管理,2003(11)：60-61
[21]刘凤军.杨崴.李敬强等.中外企业社会责任研究综述[J].经济研究参考,2009,12：37-41
[22]Freeman E, Strategic Management:A Stakehoulder Approach, Pitman; Boston; MA; 1984
[23]陈红辉.企业利益相关者的利益要求：理论与实证研究[M].北京：经济管理出版社,2004
[24]阿奇B.卡罗尔,安K.巴克霍尔茨.企业与社会伦理与利益相关者管理,北京：机械工业出版社,2004
[25]杨瑞龙,周业安.《企业共同治理的经济学分析》,北京：.经济科学出版社2001年3月第一版
[26]Mitchell & Wood, "Toward a theory of stakeholder identification and salience:Define the principle of who and what really counts", Academy of Management Review,1997
[27]Donaldson, T.andL.E.Preston:1995,'TheStakeholder Theory of the Corporation: Concepts, Evidence, and Implications', Academy of Management Review 20,64-91
[28]Clarkson, M. E.:1995,'A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance', Academy of Management Review 20(1),92-118
[29]Jones, T.M. and A. C. Wicks:1999,'Convergent Stakeholder Theory', The Academy of Management Review 24(2),206-221
[30]Ullmann, A.:1985,'Data in Search of a Theory:A Critical Examination of the Relationship among Social Performance, Social Disclosure and Economic Performance' Academy of Management Review10 (3),540-577
[31]Jones, T.M.:1994,'Essay on Toronto Conference', Business and Society33 (1),98-101
[32]Maignan, I. and O.C.Farrell:2004,'Corporate Social Responsibility and Marketing:An Integrative Framework', Journal of the Academy of Marketing Science 32(1),3-19.
[33]Lichtenstein, D. R., Drumwright.M.E,&Braig.B.M. (2004).The effects of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing,68(4),16-32
[34]Mohr, Lois A., Deborah J.Webb, Katherine E.Harris. Do Consumers Expect Companies to be Socially Responsible? The Impact of Consumer Affairs,2001,35(1):45-72
[35]Mohr, Lois.A. Deborah J.Webb.The Effects of Corporate Social Responsibility and Price on Consumer Respones.Journal of Consumer Affairs,2005,39(1):121-147
[36]Ross, J.K., M.A.Stutts and L.T.Patterson:1990-1991,'Tactical Considerations for the Effectiveness of Cause Related Marketing', the Journal of Applied Business Reseach7 (2), 58-65
[37]Handelman, Jay M., Stephen J.Amold.The Role of Marketing Actions with a Social Dimension:Appeals to the Institutional Environment. Journal of Marketing,1999,63(3): 33-48
[38]Webb Deborah J., Mohr Lois A. A typology of consumer responses to cause-related marketing:from skeptics to socially concerned [J].Public Policy Mark 1998, 17(Full):226-238
[39]Lafferty Barbara A.,Glodsmith,Ronald E.,Stephen J.Newell.The Impact of Corporate Credibility Credibility on Consumer Reaction to Advertisements and Brands[J].Journal of Advertising,2000,29(3):43-54
[40]Sankar Sen and C.B. Bhattacharya. Does Doing Good Always Lead to Doing Better?[J] Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 2001:225-243
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