企業社會責任對企業形象與顧客忠誠度影響之研究－－人壽保險業實證

The Effects of Corporate Social Responsibility on Corporate Image and Customer Loyalty: Evidence from the Life Insurance Industry

隨著國際化營運的發展與社會責任意識的提昇，企業社會責任已成為企業重要的議題。本研究旨在探討壽險業企業社會責任對企業形象與顧客忠誠度之影響關係。藉由立意抽樣取得311份顧客的有效問卷，有效問卷回收率為77.7%，採用複迴歸分析來檢定研究假說。研究結果發現：（1）企業社會責任之執行對企業形象與顧客忠誠度有顯著正向影響。（2）企業社會責任之執行對顧客滿意度亦有顯著正向影響。（3）顧客滿意度分別在企業社會責任對企業形象與顧客忠誠度具有部份的中介影響效果。整體而言，本研究對壽險產業可提供重要的實務意涵。

With the development of internationalization and the promotion of Corporate Social Responsibility (CSR) awareness, enterprises have paid more and more attentions to CSR topics. This study investigates the effects of CSR of the life insurance companies on corporate image and customer loyalty. By using purposive sampling, this study retrieved a total of 311 effective samples; the effective respond rate was 77.7%. Multiple regression analyses were then applied to test the hypotheses. The major findings are as follows: (1) CSR of life insurance has significantly positive influences on corporate image and customer loyalty; (2) CSR of life insurance has significantly positive influences on customer satisfaction; (3) customer satisfaction has a partial mediating effect among the life insurers' CSR, corporate image and customer loyalty. Overall, our empirical results have important practical implications for life insurance industry.