The Effects of B & B Innovation on Consumer Loyalty : Corporate Social Responsibility as a Moderator

• Main Authors: Fang-yu Yang, 楊芳瑜
• Other Authors: Shin-kuan Chiu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/05884251332834097655

碩士 === 逢甲大學 === 國際貿易學系 === 101 === Over the past decade, the development of the B &; B industry is flourishing and competitive. In order to obtain a competitive advantage, owners should improve the products or services through innovation and promote social responsibility in the community and the environment, then access to consumer loyalty. When B &; B owners fulfill their social responsibilities, it can lead to resonate with consumers who has the concept of Corporate Social Responsibility(CSR). In order to enhance the competitiveness, owners need to innovative products or services, hoping to bring consumers more high-quality accommodation. And also provides meals and other services such as travel information. Besides, owners always very hospitality, but also give consumers adequate personal space. So it can be seen that when consumers face the owners&;#39; innovations and CSR performances, they will have high confidence and loyalty to the owners. In order to investigate it, this project take consumers who had ever lived in a B&;B as samples. To explore the relation among innovation, CSR, trust and consumer loyalty. The data sources from part of a plan of the 101 year National Science Council &;quot;The Choice of Local Embeddedness and Regional Specificity: Qualitative Research of B&;B Industry&;quot; (Project No. NSC 101-2410-H-035-044). There are 250 valid questionnaires, and using SPSS software to analysis it. The results are shown as followings, B&;B owners&;#39; innovations and CSR performances has a significant effects on consumer loyalty, but consumers with the concept of CSR and trust have no significant moderating effects on the relationship between the owners&;#39; innovations, CSR performances and consumer loyalty.