Corporate Social Responsibility, Customer’s Identification and Customer Citizenship Behavior —Case in Home Appliance and Insurance Industry

• Main Authors: Chia-ming Chang, 張家銘
• Other Authors: Wen-Chuen Hsieh
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/61671625706887081487

碩士 === 東吳大學 === 國際經營與貿易學系 === 98 === Previous studies recognized that CSR action is one of the significant influence on customer’s identification. However, few researches contributed to the proper way that companies implement CSR conduct to communicate efficiently with customers and induce extra-role customer behaviors. This study established research framework based on organizational identity theory and tried to test the relationship among corporate social responsibility associations, customer’s identification and customer citizenship behaviors. Researchers attempted to classify three types of CSR and figure out which type of CSR perceived by the customer displays highest levels of identification as well as generate favorable customer citizenship behaviors. Respondents were the customers and prospects of home appliance industry and insurance industry in Taiwan. Experimental design with CSR scenarios is shown. The results show that altruism type and mix type corporate social responsibility perceived by customer brings more consumers’ identification than selfish type. In addition, customer’s identification has a mediating effect. Further more, marketing or brand manager could refer to the indication when CSR strategies and operations are made.