پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شماره‌ها | 6,532 |
| تعداد مقالات | 70,501 |
| تعداد مشاهده مقاله | 124,099,197 |
| تعداد دریافت فایل اصل مقاله | 97,206,778 |
تأثیر مسئولیت اجتماعی شرکت بر اعتماد مشتریان و قصد خرید با تأکید بر نقش میانجی رضایت مشتریان | ||
| مدیریت بازرگانی | ||
| مقاله 10، دوره 8، شماره 4، 1395، صفحه 855-902 اصل مقاله (444.85 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2017.61304 | ||
| نویسندگان | ||
| عباس عباسی* 1؛ زهرا منصورآبادی2؛ شهرزاد محمودشاهی3 | ||
| 1دانشیار بخش مدیریت دانشگاه شیراز | ||
| 2دانشگاه شیراز | ||
| 3دانشگاه خلیج فارس | ||
| چکیده | ||
| در دنیای رقابتی امروز خلق اعتماد و توجه به قصد خرید مشتریان امری حیاتی برای ماندگاری سازمانها محسوب میشود. از این رو توجه به مسئولیت اجتماعی از سوی سازمانها در راستای خلق اعتماد میان مشتریان روزبه‌روز در حال افزایش است، تحقیق حاضر با هدف بررسی تأثیر مسئولیت اجتماعی بر اعتماد مشتریان و قصد خرید آنها با تأکید بر تأثیر میانجی رضایت مشتریان انجام شده است. این پژوهش از نظر هدف، کاربردی و به‌لحاظ روش، توصیفی‌ـ پیمایشی است. نمونۀ آماری پژوهش مشتریان 27 بانک فعال شهر شیراز بوده است. برای جمع‌آوری داده‌ها از پرسشنامۀ استاندارد استفاده شد و تجزیۀ و تحلیل داده‌ها از طریق نرم‌افزاری SPSS و SAMART PLS صورت گرفته است. نتایج تحقیق بیان می‌کنند که مسئولیت اجتماعی شرکت بر قصد خرید مشتریان تأثیر مستقیم می‌گذارد. همچنین به‌صورت غیرمستقیم با میانجیگری عامل رضایت بر اعتماد مشتریان تأثیرگذار است؛ اما فرضیۀ مبنی بر تأثیر مستقیم مسئولیت اجتماعی بر اعتماد مشتریان، رد شده است | ||
| کلیدواژه‌ها | ||
| اعتماد مشتری؛ رضایتمندی مشتری؛ قصد خرید؛ مسئولیت اجتماعی شرکت | ||
| عنوان مقاله [English] | ||
| The effect of corporate social responsibility on customer trust and purchase intention with emphasis on the mediator role of customer satisfaction | ||
| چکیده [English] | ||
| The aim of this study is to examine the effect of social responsibility on customer trust and purchase intention wuth emphasis on the mediator role of customer satisfaction. This study is an applied research and is a Descriptive-Survey research by Method. A sample consisting the customer of 27 bank in thee sity of shiraz. Standard questionnaire was used for collect data and Smart PLS and Spss softwares were used for data analysis in this study. The results of tests shows that corporate social responsibility (CSR) have direct positive effect on purchase intention and also have have indirect positive effect on customer trust with the role of customer satisfaction as the mediator but the hypothesis that base on the direct impact of CSR on customer trust has been rejected. | ||
| کلیدواژه‌ها [English] | ||
| Corporate social responsibility, Customer Satisfaction, customer trust, Purchase intention | ||
| مراجع | ||
|
Anderson, E. W., Fornell, C., and Mazvancheryl, S. K. (2004). Customer Satisfaction and Shareholder Value. Journal of Marketing, 68, 172-185.
Bajlan, A. & Mansori, M. & Shabani, R. (2014). The relationship between consumer trust and confidence in the acceptance of retail brands (Case study: Hacoupian). Journal of Business Management, 9(23), 1-17. (in Persian)
Ball, D., Coelho, P. S. & Machas, A. (2004). Emerald Article: The role of communication and trust in explaining customer loyalty: An extension to the ECSI model. European Journal of Marketing, 38(9), 1272-1293.
Brown, T. J. & Dacin, P. A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 16(1), 68-84.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4 (4), 497–505.
Crosby, L. A., Evans, K. R. & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68-81.
Esmaeelpour, R. & Doostar, M. & Soltani, S. (2015). The role of corporate social responsibility in the purchasing decision of consumers is market saturation food companies. Journal of Business Management, 6(4), 687-708. (in Persian) Fatma, M. & Rahman, Z. (2016). The CSR's influence on customer responses in Indian banking sector. Journal of Retailing and Consumer Services, 29, 49-57.
Ghazizade, M., Sardari, A., Daneshkhahi, H. & Raeesi, H. (2013). Identify the relationship between corporate social responsibility and customer loyalty (Case Study: Mellat bank). Journal of modern market research, 3(3), 75-94. (in Persian)
He, H. & Li, Y. (2011). CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality. Journal of Business Ethics, 100, 673-688.
Lee, J. & Lee, Y. (2015). The interactions of CSR, self-congruity and purchase intention among Chinese consumers. Australasian Marketing Journal, 23(1), 19-26.
Levesque, T. & McDougall, G.H.G. (1996). Determinants of Consumer Satisfaction in Retail Banking. International Journal of Bank Marketing, 14(7), 12-20.
Li, Y., Fu, H. & Huang, S. (2015). Does conspicuous decoration style influence customer’s intention to purchase? The moderating effect of CSR practices. International Journal of Hospitality Management, 51(8), 19-29.
Luo, X. & Bhattacharya, C. B. (2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70(4), 1-18.
Oliver, R.L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63(4), 33-44.
Olsen, K.L.B., Cudmore, B.A. & Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.
Mandhachitara, R. & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2), 122-133.
Martinez, P. & Del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35(4), 89-99.
Mojudi, A. & Azizi, D. A. & Ghasemi, P. (2013). The effect of corporate social responsibility on customer loyalty (Pasargad Bank Ahvaz). Journal of Business Management, 9(22), 100-116. (in Persian)
Mohr, L. A., Webb, D. J. & Harris, K. E. (2001). Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior. The Journal of Consumer Affairs, 35(1), 45_72.
Montazeri, M. & Ebrahimi, A. & Ahmadi, P. & Rahnama, A. (2013). Identify Factors Affecting the intention to purchase in e-commerce. Journal of Business Management, 6(2), 207-226. (in Persian)
Naderibani, M. & Adibzade, M. & Ghahnavihe. D. A. (2016). The impact of innovation on going to buy electronics using structural equation modeling (SEM). Journal of Business Management, 7(4), 941-966. (in Persian)
Pivato, S., Misani, N. & Tencati, A. (2008). The impact of corporate social responsibility on consumer trust: the case of organic food. Business Ethics a European Review, 17(1), 3-12.
Sen, S., Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225-243.
Singh, J., Sanchez, M. D., Bosque, I. R. (2008). Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-cultural Evaluation. Journal of Business Ethics, 80(3), 597-611.
Swaen, V. & Chumpitaz, R. C. (2008). Impact of Corporate Social Responsibility on Consumer Trust. Recherche et Applications en Marketing, 23(7), 8-33.
Tian, Z., Wang, R. & Yang, W. (2011). Consumer Responses to Corporate Social Responsibility (CSR) in China. Journal of Business Ethics, 101(2), 197-212. | ||
|
آمار تعداد مشاهده مقاله: 4,610 تعداد دریافت فایل اصل مقاله: 4,139 |
||