The Impact of Employee CSR Perception on Customer Satisfaction through Employees' Attitudes and Behaviors

• Main Authors: Lin,Meng-Chieh, 林孟杰
• Other Authors: Chen, Mei-Fang
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/62031321944078126232

碩士 === 國立交通大學 === 經營管理研究所 === 103 === Corporate Social Responsibility (CSR) has been a popular issue in recent years. The business environment is an open system, in second thought, the business has to growth with this environment. In other word, the maximization of profit is not the only purpose for the business anymore. It is impossible to run a business without taking the other stakeholders into account. For service companies, employees who deliver service are the determination of a success service and business competitiveness. The aim of this study is to investigate the impact of employees' perception of CSR on customer satisfaction through their attitudes and behaviors. We use SEM analysis and introduce Comprehensive CFA Marker Technique to control common method variance. The respondents are from four financial corporations and totally collecting 289 valid questionnaires. Our research results shows that employees' perception of CSR would positively affect their organizational pride and commitment to customer service. Moreover we also find the positive relation between employees' perception of CSR and employees' creativity. We also confirm that employees' commitment to customer service would positively increase employees' perception of customer service. In our study, we find the significant enhancements of human resource. We will provide managerial insight for business and wish that more businesses devote themselves to CSR field.