Exploring the Influence of Market Orientation on Word of Mouth-Taking Corporate Social Responsibility as a Mediator

• Main Authors: HUANG,WAN-TING, 黃婉婷
• Other Authors: WU,SHIH-HAO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/22gxbp

碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === In order to establishing good relationships with customers, enterprises focus on the marketing strategy of corporate social responsibility. It has evolved from donations and charities to the sustainable development strategy. This study aims to explore the retail industry: (1) The impact of market orientation and corporate credibility on corporate social responsibility. (2) How can corporate social responsibility increase the competitive advantage and reputation of the company through consumer satisfaction, corporate reputation and brand equity? 　　This study used a convenient sampling method to investigate customers who had shopped in eight circulation industries (McDonald's, Starbucks, 7-11, Family, IKEA, Quanlian, Shin Kong Mitsukoshi and Uniqlo) by means of online and entity questionnaires. A total of 291 valid samples were obtained and the hypothetical relationship of the study was verified by structural equation modeling (SEM). The study found out that: 1. Compared to market orientation, corporate credibility has a greater impact on corporate social responsibility. 2. Corporate social responsibility has a significant positive impact on consumer satisfaction, corporate reputation and brand equity. 3. Among the influencing factors of establishing competitive advantage and word of mouth, brand equity is the most.