| 服务性企业社会责任与顾客忠诚影响机制研究 |
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| 引用本文： | 蒋侃,邓德军. 服务性企业社会责任与顾客忠诚影响机制研究[J]. 商业研究, 2010, 0(11) |
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| 作者姓名： | 蒋侃 邓德军 |
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| 作者单位： | 1. 广西大学计算机与电子信息学院,南宁,530004
2. 广西大学商学院,南宁,530004 |
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| 基金项目： | 国家社会科学基金资助项目《消费者视角的企业社会责任及其培育机制研究》;项目 |
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| 摘 要： | 在社会认同理论的基础上,通过建立服务业企业社会责任与顾客忠诚的关系模型,研究发现企业社会责任对服务评价、消费者认同感有正面效应,服务评价、消费者认同感对顾客忠诚有正面效应,企业社会责任对顾客忠诚没有直接的作用,但通过服务评价、消费者认同感对顾客忠诚产生间接影响。
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| 关 键 词： | 企业社会责任 消费者认同感 顾客忠诚 |
Impact of Corporate Social Responsibility on Customer Loyalty to Service Firms |
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| JIANG Kan,DENG De-jun. Impact of Corporate Social Responsibility on Customer Loyalty to Service Firms[J]. Commercial Research, 2010, 0(11) |
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| Authors: | JIANG Kan DENG De-jun |
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| Abstract: | According to social identity theory,this paper constructs a relationship model between social responsibility of service firms and customer loyalty. By analyzing,we find that corporate social responsibility has positive effect on service valuation and consumer-company identification; service valuation and consumer-company identification has positive effect on customer loyalty,corporate social responsibility has indirect effect on customer loyalty by service valuation and consumer-company identification. |
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| Keywords: | corporate social responsibility consumer-company identification customer loyalty |
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