企业慈善对顾客忠诚的影响:企业形象的中介作用

发布时间：2018-04-22 16:16

本文选题：企业慈善 + 企业社会责任形象　；参考：《上海经济研究》2017年09期

【摘要】：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。
[Abstract]:Customer loyalty is the basis of competitive advantage. In order to explore the internal mechanism of corporate philanthropy on corporate image and customer loyalty, this paper investigates the consumers of large department stores and comprehensive supermarkets, and makes an empirical test by using structural equation model method. It is found that the role of corporate philanthropy in corporate image and customer loyalty is mainly due to poverty alleviation and donation in corporate philanthropy, disaster relief donation and educational donation. 2) Corporate philanthropy has an impact on both social responsibility image and ability image in corporate image. But the influence on the image of social responsibility is more prominent. 3) the image of social responsibility has a significant influence on the image of ability in the image of enterprise. (4) the image of social responsibility and the image of ability have influence on customer loyalty in the image of enterprise. But the influence of ability image on customer loyalty is more prominent. This paper enriches the model construction in the field of charity theoretically, and provides the reference for enterprises to formulate charity strategy in practice.
【作者单位】：石河子大学经济与管理学院;
【基金】：国家自然科学基金项目“社会质量和企业社会责任视角的新疆地区和谐社会构建机制研究”(7146049) 教育部人文科学研究规划基金项目“新疆地区企业社会责任与和谐社会关系研究”(14XJJA630001)
【分类号】：F270;F274

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