The Effect of Corporate Social Responsibility of Banking Industry on Customer Perceived Value－the Mediating Effects of Brand Image and Customer Satisfaction

• Main Authors: Ssu-Lin Li, 李思霖
• Other Authors: 王昭雄
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/rn6449

碩士 === 樹德科技大學 === 金融系碩士班 === 102 === In recent years corporate social responsibility (CSR) has become a critical consideration for business and academics. For banking industries, how to use limited resources to fulfill corporate social responsibility, is quite worthy of study topics. This study uses the customers of banking industries as subjects and collects 182 valid internet questionnaires. Partial Least Squares (PLS) method is applied in the investigation to explore the effects of corporate social responsibility of banking industries on the brand image, customer satisfaction and customer perceived value. At the same time, explore the mediating effects of brand image and customer satisfaction. Analytical results indicate that corporate social responsibilitysignificant positively affects brand image, customer satisfaction and perceived value. Similarly, brand image significant positively affects customer satisfaction and perceived value. Customer satisfaction positively affects perceived value. Brand image and customer satisfaction have partial mediating effects between corporate social responsibility and customer perceived value.