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    Title: 顧客對銀行投入企業社會責任的知覺對情感附著與忠誠影響之研究
    Authors: 胡雲輝
    Contributors: 邱志聖
    胡雲輝
    Keywords: 企業社會責任
    善因行銷
    公益行為
    企業贊助
    Date: 2005
    Issue Date: 2009-09-11 17:06:18 (UTC+8)
    Abstract: 企業秉持著取之社會用之社會的觀念,在獲利之後,紛紛地重新定位再出發,積極地熱中出錢贊助、主動發起各項公益活動,甚至專資成立基金會來從事長期性的公益行為。企業如此積極地贊助、參與各項公益活動,不但能履行社會責任,加強企業形象,降低買者道德危機成本,順利為企業行銷活動的推行,達到營利與非營利的雙重目的。

    研究以銀行業為主,研究目的在於希望了解顧客對銀行投入企業社會責任的知覺對情感附著與忠誠是否呈現正向影響。由指導教授邱志聖老師所提出的4C架構分析可以得知,就是提高顧客的外顯單位效益成本中的由市場上所創造出來的效益,降低顧客的資訊搜尋成本,讓銀行的品牌知名度提升,並且降低顧客的道德危機成本,強化銀行的品牌形象,讓顧客相信,產生偏好,進而願意接受銀行所提供出來的服務,若銀行能再進一步讓顧客建立心理層面的專屬資產,則可提高銀行顧客的忠誠,進而達到銀行及非營利機構的雙重目的。

    由研究的結果顯示,銀行從事公益活動與責任時讓顧客察覺,會顯著正向影響顧客對該行的信任,而信任的提升由結果亦可得知對銀行的情感附著與忠誠亦有正向顯著性的影響。由此可知,顧客對銀行的信任亦可藉由從事企業公益活動與責任來達到,在銀行從事內部控制稽核的同時,外部的公益活動的從事亦可降低顧客對銀行的道德危機成本,再者,本次研究顯示,信任的提升可以顯著提升顧客對銀行的情感報償與承諾。但值得注意的是,信任只是顧客對銀行產生忠誠與情感報償的變數之一,其他顧客所重視的變數等亦是重要變數,不可忽略,亦不要盲目地投入大量公益來增進認同感,因為認同感對最終顧客對銀行的忠誠與情感依附並不顯著,如同前述,在滿足了保健因子後再去追求激勵因子才是顧客對金融服務的忠誠與否的重要考量。
    Reference: 中文部分:
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    93351018
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093351018
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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