تأثیر مسئولیت‌ اجتماعی شرکت بر قصد رفتاری مشتریان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش‌آموخته کارشناسی ارشد گروه کارآفرینی و توسعه روستایی، دانشگاه ایلام، ایلام، ایران

2 استادیار گروه کارآفرینی و توسعه روستایی، دانشگاه ایلام، ایلام، ایران

10.22034/jbar.2022.16444.3940

چکیده

امروزه بحث مسئولیت‏ شرکت‏ها به یکی از مباحث اصلی مورد توجه پژوهشگران، صاحب‌نظران و ذی­نفعان حوزه کسب و کار تبدیل شده است؛ با وجود مطالعات گسترده در این زمینه، ولی اثرات و پیامدهای عملیات مسئولیت اجتماعی در شرکت‌ها و صنایع غذایی مورد توجه قرار نگرفته است. در این راستا، هدف کلی پژوهش حاضر بررسی تأثیر مسئولیت­ اجتماعی شرکت بر قصد رفتاری مشتریان برای خرید مجدد از شرکت‏ پخش مواد غذایی بازارگستر پگاه در استان ایلام بود. جامعۀ آماری این پژوهش شامل کلیۀ مشتریان شرکت‏ پخش مواد غذایی بازارگستر پگاه ایلام به تعداد 1208 مشتری بود. با استفاده از روش نمونه­گیری تصادفی طبقه­ای با انتساب متناسب، تعداد 415 مشتری برای انجام مطالعه انتخاب شدند. ابزار گردآوری داده­ها پرسشنامه استاندارد بود. به ‏منظور تجزیه و تحلیل داده‏ها از نرم‏افزار SPSS نسخۀ 26 و SmartPLS نسخۀ 3 استفاده شد. یافته‏ها نشان داد که متغیرهای نهفتۀ تصویر ذهنی، رضایت مشتری، مسئولیت­ اقتصادی، مسئولیت­ اخلاقی و مسئولیت­ بشردوستانه به صورت کلی اثر مثبت و معناداری در سطح خطای یک درصد بر قصد رفتاری مشتریان برای خرید مجدد از شرکت‏ پخش مواد غذایی بازارگستر پگاه ایلام داشتند. این در حالی است که بر اساس نتایج، تأثیر کلی متغیر نهفتۀ مسئولیت­ حقوقی بر قصد رفتاری مشتریان برای خرید مجدد از شرکت‏ پخش مواد غذایی بازارگستر پگاه ایلام تأیید نشد. نتایج این مطالعه نقش متغیرهای روان‌شناختی و اجتماعی شرکت­ها را برای بهبود عملکرد آن­ها شفاف­سازی کرد؛ بنابراین، مسئولان و مدیران شرکت­ها می­توانند با توجه بیشتر به مباحث روان‌شناختی و اجتماعی- از جمله تصویر ذهنی، رضایت مشتری و ابعاد مسئولیت اجتماعی- در جهت جلب توجه مشتریان خود اقدام کنند. 
کلمات کلیدی: 

کلیدواژه‌ها

عنوان مقاله [English]

Effect of corporate social responsibility on customer behavioral intention

نویسندگان [English]

  • Ali Azizzadeh 1
  • Hossein Mehdizadeh 2
  • Nematollah Shiri 2
1 M.Sc., Department of Entrepreneurship and Rural Development, Ilam University, Ilam, Iran
2 Assistant Professor, Department of Entrepreneurship and Rural Development, Ilam University, Ilam, Iran
چکیده [English]

Introduction: Nowadays, paying attention to the various plans and functions of companies has caused transformation and dynamism in the field of business. In this regard, companies are faced with fundamental and new challenges to maintain their survival, including the challenge of the simultaneous managing the level of profitability and responding to the problems and social expectations of their customers. This approach requires strategies such as implementing social responsibility in the company, which can help both the sustainability and profitability of the company in the long run and the community. Today, the issue of corporate social responsibility has become one of the main topics of interest for researchers, experts and stakeholders in the field of business. Despite the extensive studies in this field, the impacts and consequences of social responsibility operations in companies and food industries have not been investigated. Therefore, the main purpose of this study is to investigate the effect of corporate social responsibility on the behavioral intention of customers to repurchase from Pegah's Bazaar-Gostar food distribution company in Ilam.
Methodology: The present study is quantitative in terms of paradigm, applied in terms of purpose, and descriptive-correlative in terms of data collection and analysis. The statistical population of this study included all the customers of Pegah's Bazaar-Gostar food distribution company in Ilam (N = 1208). Using the stratified random sampling method with proportional assignment, 415 customers were selected. The main tool for data collection was a standard questionnaire whose validity was assessed by a panel of experts. Its construct validity and reliability were also evaluated by Cronbach's alpha coefficient and a composite reliability test. In order to analyze the data in descriptive and inferential sections, SPSS version 26 and SmartPLS version 3 were used. For this purpose, in the descriptive statistics section, the frequency, percentage, mean, standard deviation as well as minimum and maximum were calculated. In the inferential statistics section, structural equation modeling (measurement model evaluation, structural model evaluation) was done. A measurement model was used to evaluate the validity and reliability of the latent variables of the research, and a structural model is used to test the hypotheses in the framework of the proposed research framework.
Results and Discussion: As the results showed, the behavioral intention, corporate image, customer satisfaction and corporate social responsibility dimensions variables had an above-average status. Besides, the latent variables of corporate image, customer satisfaction, economic responsibility, ethical responsibility and philanthropy responsibility had positive and significant effects on the behavioral intention of customers to repurchase from the Pegah's Bazaar-Gostar food distribution company in Ilam. However, based on the results, the positive and significant total effect of the latent variable of legal responsibility on customers' behavioral intent was not significant. Finally, it was also shown that 71% of the changes in the customers' behavioral intention to repurchase from Pegah's Bazaar-Gostar food distribution company in Ilam could be explained and predicted by the variables of corporate image, customer satisfaction, economic responsibility, ethical responsibility, legal responsibility and philanthropy responsibility.
Conclusion: The results of this study clarified the role of the social dimension of companies to improve their performance; therefore, company executives and managers should pay more attention to psychological and social issues, such as corporate image, customer satisfaction and the dimensions of social responsibility, to attract the consent of their customers. In this regard, it is recommended that companies participate in social activities like helping victims of natural disasters and charities. Such tasks as approving and implementing ethical and behavioral regulations can support customers with fair payment. Finally, more attention is to be paid to advertising and and use promotional activities to create a positive corporate image of companies in the minds of customers. In order to increase customer satisfaction with Pegah Company, the managers are suggested to receive customer comments and suggestions periodically on how to provide services and compare it with previous periods to identify weaknesses and strengths. In order to improve the mental image of Pegah Company customers, the managers  are suggested to pay more attention to advertisements and information and take steps to create a positive image of the company by using promotional and incentive activities. In order to increase economic responsibility, the managers of the company are recommended to support their employees and customers with fair payment.

کلیدواژه‌ها [English]

  • Responsibility
  • Behavioral intention
  • Corporate image
  • Customer satisfaction
  • Pegah's Bazaar-Gostar Company

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