汽车企业社会责任行为对客户价值的影响研究

发布时间：2018-02-10 20:59

本文关键词： 汽车企业社会责任客户价值利益相关者理论跨国企业社会责任　出处：《长安大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着全球资源紧张,环境恶化,社会可持续发展的问题越来越受到国家和大众的重视。社会对企业目标的认知逐渐超越只满足股东利益的范畴,也应该包括对社会,经济,法律,道德,慈善以及环境等方面的社会责任。我国汽车产业发展迅速,加上汽车生产与销售涉及钢铁、石化等众多产业,其影响力巨大,而近年来汽车尾气排放对PM2.5的影响受到了空前关注,所以对汽车企业社会责任的研究是重要而迫切的。越来越多的学者通过研究发现,消费者愿意通过选择具有社会责任感的企业的产品来为社会环境作出贡献,企业积极履行社会责任、关注社会公众与环境对企业的形象、声誉、客户的忠诚度等都有积极的影响。虽然基于商业价值的企业社会责任研究吸引了不少学者的关注,但缺少针对汽车行业特点的企业社会责任内容研究,以及不同的社会责任活动对客户感知价值的影响等。为了更加深入的探究汽车企业的社会责任行为为企业带来的影响,本文基于大量的文献和理论基础,建立了企业社会责任新的内涵,将其与客户价值创造联系起来;有针对性的研究了中国汽车企业社会责任的内容和对客户价值的影响;并考虑品牌性质(跨国/民族)对这种影响的调节效应。在相关理论的基础上,本文首先建立了针对汽车企业的社会责任活动体系,包括客户关系与满意度、产品质量与安全、产品与服务创新、政府责任、股东责任、员工责任、伙伴责任、社区责任和环保责任。通过问卷调查与数据分析得出:按照回归系数大小,产品质量与安全、客户关系与满意度、环保责任、社区责任、政府责任和产品与服务创新依次对客户感知价值产生显著影响,股东责任、员工责任、伙伴责任对客户感知价值的影响不显著,但数据还显示各活动之间存在明显的相关关系,说明各活动相互联系,企业在重视直接影响的同时也不能忽视对员工、股东和合作伙伴的责任。研究还显示品牌性质对这种影响存在调节效应,由于消费者对跨国与民族品牌企业形象和能力认知存在差异,跨国企业社会责任活动的影响有蝴蝶效应,且基于跨国企业在发展中国家的特殊地位,消费者普遍认为其应该承担更多的特殊责任,所以跨国品牌汽车企业的社会责任行为对消费者影响效应更强。基于研究结论,文章的最后提出了对未来管理的相关建议。
[Abstract]:With the shortage of global resources and the deterioration of the environment, the problem of social sustainable development has been paid more and more attention by the state and the public. Legal, moral, charitable, environmental and other social responsibilities. China's auto industry is growing rapidly, and automobile production and sales involve many industries, such as steel, petrochemicals and so on, and its influence is enormous. In recent years, the impact of automobile exhaust emissions on PM2.5 has received unprecedented attention, so the study of automotive corporate social responsibility is important and urgent. Consumers are willing to contribute to the social environment by choosing the products of enterprises with a sense of social responsibility. Enterprises actively fulfill their social responsibilities and pay close attention to the image and reputation of the public and the environment to the enterprises. Although the research on corporate social responsibility based on commercial value has attracted the attention of many scholars, there is a lack of research on the content of corporate social responsibility based on the characteristics of automobile industry. And different social responsibility activities on the impact of customer perceived value and so on. In order to explore the impact of social responsibility behavior of automobile enterprises on enterprises, this paper based on a large number of literature and theoretical basis, This paper establishes the new connotation of corporate social responsibility, links it with customer value creation, studies the content of Chinese automobile enterprise social responsibility and its influence on customer value. Considering the moderating effect of brand nature (transnational / national) on this kind of influence. Based on the relevant theories, this paper first establishes a social responsibility activity system for automobile enterprises, including customer relationship and satisfaction, product quality and safety. Product and service innovation, government responsibility, shareholder responsibility, employee responsibility, partner responsibility, community responsibility and environmental responsibility. Customer relationship and satisfaction, environmental responsibility, community responsibility, government responsibility and product and service innovation have a significant impact on customer perceived value, shareholder responsibility, employee responsibility and partner responsibility have no significant impact on customer perceived value. However, the data also show that there is a clear correlation between the activities, indicating that the activities are interrelated, and enterprises should not ignore the employees while paying attention to the direct impact. The responsibilities of shareholders and partners. The study also shows that the nature of the brand has a moderating effect on this effect because consumers have different perceptions of the image and ability of multinational and national brands. The impact of transnational corporate social responsibility activities is the butterfly effect, and based on the special position of multinational corporations in developing countries, consumers generally agree that they should assume more special responsibilities. Therefore, the social responsibility behavior of multinational brand automobile enterprises has a stronger effect on consumers. Based on the conclusion of the research, the paper finally puts forward some suggestions for future management.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F270;F426.471

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