探討企業社會責任與顧客滿意度之關係－以電信業為例

Exploration on the relationship between CSR and Customer Satisfaction-A Case Study of Telecommunications Industry

10.6736/JPSR.201403_11(1).0004

蔡明春(Ming-Chun Tsai)；鄧建中(Chien-Chung Teng)；鄭青展(Ching-Chan Cheng)；邱宇文(Yu-Wen Chiu)

企業社會責任(CSR) ； 顧客滿意度 ； 歐洲顧客滿意指標(ECSI) ； 電信業 ； Corporate Social Responsibility (CSR) ； Customer Satisfaction ； European Customer Satisfaction Index (ECSI) ； Telecommunications Industry

績效與策略研究

11卷1期（2014 / 03 / 01）

65 - 88

繁體中文

本研究將從行銷角度切入，結合歐洲顧客滿意度指標與企業社會責任來探討企業社會責任對企業形象、服務品質、知覺價值、顧客滿意度及顧客忠誠度之影響。為達此研究目的，本研究以國內三大電信產業的使用者作為主要問卷調查之對象，共回收363份有效問卷。研究結果顯示，企業社會責任對企業形象、顧客期望、產品品質、服務品質有正向影響。最後，本研究結合研究結果與三大電信企業社會責任之現況，提出相關建議，藉此提供相關服務業作為行銷管理之參考。

This study integrated the Euorpean customer satisfaction index and corporate social responsibility to explore the impact of corporate social responsibility on corporate image, service quality, perceived value, customer satisfaction and customer loyalty base on a marketing point of view. To achieve the purpose of this study, this study selected the users of the three major domestic telecom companies as main research subjects. A total of 363 valid questionnaires were returned. The results showed corporate social responsibility has a significant positive impact on corporate image, customer expectations, product quality and service quality. Finally, this study proposed some relevant recommendations for the service industry as reference for marketing management by integrating the results and the current corporate social responsibility status of the three major domestic telecom companies.

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