Exploring the Relationship between Suppliers’CSR and Customer Satisfaction in B2B Context: The Moderating Effect of Vertical Inter-Organizational Commitment and the Moderated Mediation Effect of Competitor Identification

B2B情境中，供應商企業社會責任與顧客滿意度關聯性之探討：垂直組織間承諾的調節效果與競爭者辨識的調節式中介效果

本研究收集了210份配對問卷以探討企業社會責任對廠商績效之影響。我們以顧客滿意度為中介模式，輔以垂直組織間承諾的調節效果與競爭者辨識為調節式中介模型加以探討。實證結果發現：供應商善盡企業社會責任會透過提高零售商之顧客滿意度而有助於供應商績效之提升；垂直組織間承諾會強化企業社會責任與顧客滿意度之正向關係；競爭者辨識會調節企業社會責任、透過提高顧客滿意度影響供應商績效之中介關係。最後，我們針對實證發現加以討論並提出理論與實務意涵。

This study explores the impact of Corporate Social Responsibility (CSR) on firm performance by setting customer satisfaction as a mediator, and examines the moderating effect of vertical inter-organizational commitment and the moderated mediation effect of competitor identification. This study collects 210 dyad-matched questionnaires from purchasing supervisors of a Chinese multinational retailer and its suppliers in two separate stages. The empirical results are as follows: (1) Suppliers engage more in Corporate Social Responsibilities (CSR) can have better retailers' customer satisfaction; (2) Retailers' customer satisfaction mediates the positive relationship between suppliers' CSR engagement and firm performance; (3) Suppliers' vertical inter-organizational commitments can strengthen the positive relationship between suppliers' CSR and retailers' customer satisfaction; (4) Competitor identification can strengthen the mediating relationship between suppliers' CSR and retailers' customer satisfaction, furthermore enhance suppliers' firm performance. Finally, we discuss the above-mentioned empirical findings, and shed light on theoretical and practical implications.