Research on Corporate Social Responsibility in FinancialIndustry: take Shin Kong Financial Holding as an example

• Main Authors: CHENG,HSIEH-JU, 程謝茹
• Other Authors: GUO,YAO-CHANG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/61479277677577922729

碩士 === 中國文化大學 === 社會企業管理碩士在職學位學程 === 105 === In recent years, political and economic, science and technology, globalization and regional market free competition, by the impact of China's financial services industry has produced significant qualitative change. The economic activities of the twenty-first century are not entirely the Zero-Sum Game for competitor, but for every participant in business activities, including manufacturers, managers, employees, consumers, community people, government and the natural environment, to achieve the goal of "all win". To fulfill social responsibilityplaysthe important role.Furthermore, some scholars have advocated the use of strategic thinking, to create a win-win situation for social and business. Corporate social responsibility in recent years has more and more concerns from academic and business. They’re not only on behalf of the community's expectations of enterprises, more importantly, they can establish of corporate brand image. In order to achieve the goal of sustainable development, modern enterprises often maintain their competitive power by enhancing their competitive advantage, continuous improvement ability and social identity, and by doing orparticipate in activities to achieve the corresponding corporate social responsibility, not onlycanenhancecorporate image and development the business, but alsointernal to strengthen the corporate culture, enhance staff and customer organization identity. Trust is the bridge between the financial industry and the community. If the financial industry can implement CSR, it will gain the trust of consumers and develop common business with society. Therefore, in order to understand the CSR-related activities of enterprises, whether the positive impact on employees and customers, and their influence will be due to the object (employees / customers) and vary or not. In this study, 64 valid questionnaires were obtained through in-depth interviews and online questionnaires The result shows that: (1) shin Kong CSR activities will help the internal staff and external customers to recognizeshin Kong financial control; (2) CSR activities carried out by shin Kong Financial Control Co., There is no significant difference between the employees and the external customers of the enterprise. (3) There is a significant positive impact on the corporate social responsibility activities and corporate social responsibility of shin Kong Financial Control Co., Ltd., and the internal staff and external customers, and there was no significant difference. Finally, the study also draws relevant academic and practical implications in the light of the findings of the study to be used by the relevant industry in the implementation of corporate social responsibility activities.