善盡企業社會責任的供應商，真的會讓零售商顧客滿意嗎？

Does the Suppliers’CSR Engagement can Actually Satisfy Their Retailer Customer?

本研究以利益關係人理論與訊號理論為基礎，檢視B2B情境中供應商善盡企業社會責任，是否會提升零售商之顧客滿意度，並以長期導向與競爭者辨識作為調節變數，探討其對供應商執行企業社會責任與零售商顧客滿意度關係之影響。本研究以中國零售商大潤發之供應商及採購經理作為研究對象，透過問卷調查法分兩階段進行問卷配對發放，問卷發放期間為2019年6月至2020年1月，首先由供應商進行問卷填答，經過半年再由與供應商進行配合之零售商採購經理進行填答，共計回收210份有效配對樣本。實證結果發現：(1)供應商善盡企業社會責任對零售商顧客滿意度有正向影響；(2)長期導向會強化供應商執行企業社會責任與零售商顧客滿意度之正向關係；(3)競爭者辨識會強化供應商執行企業社會責任與零售商經濟滿意度之正向關係。本研究最後針對實證發現加以討論並提出相關實務意涵。

This study investigates how long-term orientation and competitor identification enhance the impact of suppliers’corporate social responsibility (CSR) on retail customer satisfaction by examining business-to-business scenarios according to stakeholder theory and signal theory. We collected data on 210 supplier-customer (retailer purchasing manager) dyads over a six-month period using a two-stage survey design (2019/6–2020/1) based on a sample of a multinational retail store’s suppliers. Our empirical findings reveal that long-term orientation and competitor identification can enhance the impact of suppliers’CSR engagement on retail customer satisfaction. This study sheds light on CSR by further analyzing the three dimensions of subsequent customer satisfaction while exploring internal and external strategies to achieve competitive advantage.