تحلیل تاثیر مسئولیت‌های اجتماعی شرکت بر پاسخ‌های مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشکده علوم اداری و اقتصاد

2 استادیار گروه مدیریت دانشکده علوم ادرای و اقتصاد

3 دانشجو کارشناسی ارشد مدسریت بازرگانی- بازاریابی

چکیده

توجه به اقدامات مسئولیت اجتماعی شرکت برای بقای کسب و کارهای امروزی از اهمیت ویژهای برخوردار است.از این رودرک مناسب مدیران از فعالیت‌های مسئولیت اجتماعی و آگاهی از نقاط ضعف خود در این حوزه بر بهبود جایگاه رقابتی شرکت و پاسخ‌های رفتاری مشتریان مؤثر می‌باشد. علاوه بر این کیفیت ادراک شده خدمات و تصویر برند به عنوان مفاهیم موثر بر پاسخ‌های مشتری مطرح هستند. بر این اساس پژوهش حاضر با هدف تحلیل تأثیر مسئولیت اجتماعی شرکت بر پاسخ‌های رفتاری مشتری با میانجی کیفیت ادراک شده خدمات و تصویر برند در شعب بانک تجارت شهر شیراز صورت گرفته است. روش پژوهش حاضر توصیفی و از نوع پیمایشی است. با استفاده از نمونه‌گیری در دسترس تعداد 317 پرسشنامه با پایایی 970/0 جمع‌آوری شد. تحلیل داده‌ها با استفاده از روش معادلات ساختاری از طریق نرم افزار PLS3 انجام شده است. نتایج نشان داد که مسئولیت اجتماعی شرکت با کیفیت ادراک شده خدمات و تصویر برند رابطه مثبت و معناداری دارد و اثر کیفیت ادراک شده خدمات و تصویر برند به عنوان میانجی در رابطه مسئولیت اجتماعی شرکت و پاسخ‌های رفتاری مشتریان پذیرفته می‌شود اما اثر مسئولیت اجتماعی شرکت بر پاسخ‌های مشتری به صورت مستقیم مورد تأیید نمی‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

An Analysis of the Impact of Corporate Social Responsibility on Customer Behavioral Responses

چکیده [English]

It is of particular importance for modern businesses to pay attention to corporate social responsibility. Managers’ proper understanding of social responsibility activities and awareness of their weaknesses in this area is to effectively improve the competitive position of the company and customer responses. In addition, perceived service quality and brand image are introduced as the concepts that affect customer responses. The aim of this study is to analyze the impact of corporate social responsibility on the customer responses with a focus on the mediating role of perceived service quality and brand image in Tejart bank in the city of Shiraz.This study is of a descriptive-cognitive type. To collect the data, convenience sampling and 317 questionnaires were used. Chronbach’s alpha was computed for the reliability of the data with the satisfactory value of 0.970. For data analysis, the structural modelling equation method was used with the PLS software version 3. The findings of the study suggest that corporate social responsibility has a positive and significant relationship with perceived service quality and brand image. Also, the effects of perceived service quality and brand image are recognized as mediators in the relationship between corporate social responsibility and customer response. However, corporate social responsibility was found to have no direct effect on customer responses.

کلیدواژه‌ها [English]

  • Brand image
  • Corporate social responsibility
  • Customer responses
  • Perceived service quality
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