CSR对企业声誉及顾客忠诚影响的实证研究  

An Empirical Study on the Effects of Corporate Social Responsibility on Corporate Reputation and Customer Loyalty

作　　者：李海芹[1] 张子刚[1] 

机构地区：[1]华中科技大学管理学院

出　　处：《南开管理评论》2010年第1期90-98,共9页Nankai Business Review

摘　　要：本文试图将企业社会责任划分为六个方面,将企业声誉划分为认知声誉和情感声誉两个方面,构建一个企业社会责任(CSR)对企业声誉和顾客忠诚影响的概念模型,并通过结构方程模型方法对模型进行检验,以探索企业社会责任各方面对顾客忠诚的影响程度,以及企业声誉作为中介变量的合理性。研究结果表明,企业社会责任对顾客忠诚的影响主要来源于企业社会责任中的经济责任、企业对消费者的责任、法律责任和慈善责任;企业声誉划分为认知声誉和情感声誉是合理的;企业声誉是企业社会责任影响顾客忠诚的中介变量;企业社会责任通过企业声誉影响顾客满意,从而影响顾客忠诚。Previous studies confirm that Corporate Social Responsibility （hereafter CSR） has positive and distinct effects on customer loyalty. According to stakeholder theory, CSR could be compartmentalized into economical responsibility, environment responsibility, the enterprise responsibility for consumers, the enterprise responsibility for employees, enterprise＇s legal liability and charitable responsibility. Different responsibility may have different influence to customer loyalty. Furthermore, ＇CSR is the very important appraisal target of Corporate Reputation （hereafter CR）, and CR has positive and distinct effects on Customer Loyalty, therefore, we thought that CR may be a mediator variable through which CSR has an impact on Customer Loyalty. This paper attempts to build a conceptual model, incorporating CSR, CR, customer satisfaction and customer loyalty, and test it by applying the Structural Equation Model technique. The purpose of this paper is to explore the internal mechanism of how the different aspects of CSR work on customer loyalty and if CR as a mediator variable is reasonable or not. Results show that firstly, CSR has influenceon CR, thereby affecting customer satisfaction, and ultimately affecting customer loyalty; what＇s more, economical responsibility, environment responsibility, the enterprise responsibility for consumers and enterprise＇s le＇gal liability are the main factors which influence customer loyalty, however, enterprise＇s environment responsibility and the enterprise responsibility for employees are not significant; secondly, it is reasonable that CR is divided into cognitive CR and affection CR, customers can easily identify these two dimensions, and it＇s distinct that the cognitive component and affective components have different effects on customer satisfaction; finally, CR is the mediator variable and through CR CSR works on customer satisfaction then on customer loyalty. The findings suggest that government should play a leading role in promoting enterprise＇s f

关 键 词：企业社会责任 企业声誉 顾客忠诚 实证 

分 类 号：F274[经济管理—企业管理] F270[经济管理—国民经济]