The Relationships among Corporate Social Responsibility, Corporate Image, Brand Image, Customer Value, and Customer Satisfaction

• Main Authors: Pei-Hsin Lai, 賴佩欣
• Other Authors: Yung-Tai Tang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/84870163959494982546

碩士 === 靜宜大學 === 國際企業學系 === 103 === With industrial development, social progress and the impact of internationalization, corporate social responsibility (CSR) has been gradually emphasized and consumers increasingly put focus on the company’s contribution to society. Investigations of corporate social responsibility, corporate image, brand image, customer value and customer satisfaction were very few in the past. The main purpose of this study is to explore the relationship among these five. Using McDonald's as the study company, this research used questionnaires from the Internet to collect information of the sample consumers who are aware of McDonald's corporate social responsibility. A total of 210 valid questionnaires were collected. SPSS statistical software for statistical analysis was used. The result shows that corporate social responsibility has both significant positive impact on customer value, corporate image and brand image. Secondly, the corporate image and brand image also have positive effect on customer value. To explore the impact of customer value for the customer satisfaction, the result reveals that customer value has positive influence upon customer satisfaction. Finally, for practical implications, the study recommends that companies should strive to three things, namely the enterprise should respect laws and regulations, companies should make actions of moral and honest and company should pay attention to the moral principle of priority to reach the economic performance. These will enable company to enhance its customer value.