顾客感知的企业社会责任对顾客公民行为的影响研究

发布时间：2018-10-09 19:29

【摘要】：顾客的行为包括角色内行为和角色外行为。所谓角色内行为,是指与购买和使用有关的行为;而角色外行为则是指与购买和使用无关的行为,如口碑推荐、服务提升建议、引导其他顾客等行为。学者们把顾客超越角色内行为而自愿做出对企业有利的角色外行为定义为顾客的公民行为。顾客的公民行为不仅可以降低企业的生产及营销成本,还可以提高顾客的满意度,减少顾客的抱怨。随着经济的发展,市场竞争越来越激烈,越来越多的企业把顾客视为自身获得长期竞争优势的一个非常重要的因素,仅仅把顾客当作产品使用者或服务享受者的企业最终会在市场竞争中处于劣势。正是因为顾客的公民行为在企业经营中日益凸显的作用,使其已经成为学术界和实务界研究的焦点。企业社会责任具有晕轮效应和溢出效益,对顾客的行为有着积极的影响,并通过这种效应对周边的顾客产生影响。社会交换理论认为,当感知到企业的社会责任行为时,顾客会感觉直接或者间接的从中受益,并因此产生回报的意愿,比如通过反馈、推荐、帮助、容忍等行为来对企业的社会责任行为做出回应。根据社会交换理论可知,当感知到企业的社会责任行为时,顾客趋向于做出有利于企业的行为,即企业社会责任有助于顾客产生公民行为。通过文献梳理发现,以往学者的研究更多的集中在对顾客角色内行为的研究,而鲜有涉及顾客角色外行为。因此,本文研究顾客公民行为,亦即顾客角色外行为,具有十分重要的意义。本文首先对相关文献进行梳理,界定了企业社会责任、顾客企业认同和顾客公民行为的概念,提出了研究的切入点。以前人的研究文献和相关理论为基础,对顾客感知的企业社会责任、顾客企业认同、顾客公民行为的关系进行理论分析,提出研究假设,并且构建了顾客感知的企业社会责任、顾客企业认同、顾客公民行为的理论模型。借鉴前人的研究成果,本文编制了顾客感知的企业社会责任、顾客企业认同、顾客公民行为的测量量表,设计了研究问卷,并选取消费者比较熟悉和了解的互联网企业作为目标评价企业;最后,通过问卷调查的方式获得本文研究所需数据。本文采用因子分析、相关分析和结构方程分析等方法,运用SPSS 22.0和AMOS21.0对所收集的数据进行处理,从而验证本文的假设。最后,本文得出了以下主要的结论:(1)顾客感知的企业社会责任对顾客公民行为有显著的正向影响,其中,顾客责任对顾客的反馈行为、推荐行为、帮助行为有显著的正向影响,对顾客的容忍行为影响并不显著;社区责任对顾客的反馈行为、推荐行为和帮助行为都有显著的正向影响,对顾客的容忍行为影响并不显著;环境责任对顾客公民行为的四个维度都具有显著的正向影响;(2)顾客感知的企业社会责任对顾客企业认同具有显著的正向影响,且顾客责任、社区责任和环境责任三个分维度对顾客企业认同也具有显著的正向影响;(3)顾客企业认同正向的影响顾客公民行为,且顾客企业认同亦正向影响顾客的反馈行为、推荐行为、帮助行为和容忍行为;(4)顾客感知的企业社会责任又通过顾客企业认同对顾客公民行为产生影响,即顾客企业认同在顾客感知的企业社会责任与顾客公民行为中起到中介作用;顾客企业认同在顾客责任、社区责任与顾客的反馈行为、推荐行为、帮助行为之间起到完全中介作用,在环境责任与推荐行为中起到部分中介作用,在环境责任与反馈行为、帮助行为和容忍行为中起到完全中介作用。根据上述研究结论,并结合互联网企业的实际情况,本文提出了以下管理启示:(1)企业应该积极的承担社会责任,包括顾客责任、社区责任和环境责任,以此来提高自身的核心竞争力;(2)企业应该加强与顾客的沟通,让顾客详细的了解企业社会责任的履行情况,以提高顾客对企业的认同感;(3)加强顾客公民行为的管理,企业应该采取一些激励措施鼓励顾客更多的表现出公民行为。
[Abstract]:The behavior of the customer includes the internal behavior of the character and the external behavior of the character. In-role behavior refers to behaviors related to purchase and use; and external actors refer to behaviors unrelated to purchase and use, such as word-of-mouth recommendation, service promotion suggestions, and other customers. Scholars have voluntarily defined the role outside the role of the enterprise as the citizen behavior of the customer. The customer's citizen behavior can not only reduce the production and marketing cost of the enterprise, but also improve the customer's satisfaction and reduce the customer's complaint. With the development of economy, the market competition becomes more and more fierce, and more and more enterprises regard customers as a very important factor to gain long-term competitive advantage. It is because the customer's citizen behavior becomes more and more prominent in the enterprise management, so it has become the focus of research in the academia and practice circles. Corporate social responsibility has halo effect and spillover effect, has a positive influence on the behavior of customers, and influences the customers around the periphery through this effect. Social exchange theory holds that when the social responsibility behavior of an enterprise is perceived, the customer can benefit from it directly or indirectly, and thus generate the will to return, such as by feedback, recommendation, help, tolerance, etc. to respond to the social responsibility behavior of the enterprise. According to the theory of social exchange, when the social responsibility behavior of the enterprise is perceived, the customer tends to make the behavior beneficial to the enterprise, that is, the corporate social responsibility helps the customer to generate the citizen's behavior. Through the research of literature, it is found that previous scholars have focused more on the study of behavior in customer role, but seldom involved in the behavior of customer's role. Therefore, it is very important to study the behavior of customer's citizens, that is, the behavior outside the customer's role. This paper first combs the relevant literature, defines the corporate social responsibility, the customer's identity and the concept of customer's citizen's behavior, and puts forward the entry point of the research. Based on the previous research literature and relevant theories, the relationship between corporate social responsibility, customer enterprise identity and customer's behavior is analyzed theoretically, and the research hypothesis is put forward, and the customer-aware enterprise social responsibility and customer enterprise's identity are constructed. The theoretical model of customer's citizen's behavior. By referring to the previous research results, this paper has prepared the customer-aware enterprise social responsibility, customer enterprise identity, customer citizenship behavior measurement scale, designed the research questionnaire, and selected the Internet enterprise that the consumer is familiar with and understood as the target evaluation enterprise; finally, The data required by this study is obtained by means of questionnaire. In this paper, the method of factor analysis, correlation analysis and structural equation analysis is adopted to process the collected data by SPSS 10.0 and SPCS21.0, thus the hypothesis of this paper is verified. Finally, the following main conclusions are drawn: (1) The customer-perceived corporate social responsibility has a significant positive influence on the behavior of customers, among which the customer's responsibility has a significant positive influence on the customer's feedback behavior, recommendation behavior and help behavior. There is no significant impact on the customer's tolerance behavior; community responsibility has a significant positive impact on customer feedback behavior, recommendation behavior and help behavior; the influence of environmental responsibility on customer's behavior is not significant; environmental responsibility has a significant positive impact on the four dimensions of customer's citizen behavior; (2) The customer's perceived corporate social responsibility has a significant positive impact on the customer's corporate identity, and the customer's responsibility, community responsibility and environmental responsibility have a significant positive impact on the customer's corporate identity; (3) the customer's corporate identity positively influences the customer's citizenship behavior, and the customer's corporate identity positively influences the customer's feedback behavior, recommendation behavior, help behavior and tolerance behavior; (4) the customer-aware enterprise social responsibility also influences the customer's citizen behavior through the customer enterprise identity, That is, the customer's enterprise agrees to play an intermediary role in the customer's perceived corporate social responsibility and the customer's citizen's behavior; the customer's enterprise agrees with the customer's responsibility, the community responsibility and the customer's feedback behavior, the recommendation behavior and the help behavior to play a full brokering role. Role plays a role in environmental responsibility and recommendation behavior, and plays a full role in environmental responsibility and feedback behavior, help behavior and tolerance behavior. According to the above research conclusion, combined with the actual situation of Internet enterprises, this paper puts forward the following management enlightenment: (1) The enterprise should take social responsibility actively, including customer responsibility, community responsibility and environmental responsibility, so as to improve its core competitiveness; (2) The enterprise should strengthen the communication with the customer, let the customer know the performance of the enterprise's social responsibility in detail, so as to improve the customer's convenience to the enterprise; and (3) strengthen the management of the customer's citizen's behavior. Enterprises should take some incentives to encourage customers to behave more.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F270

【参考文献】