تأثیر مسئولیت اجتماعی شرکت بر اعتماد مشتریان و قصد خرید با تأکید بر نقش میانجی رضایت مشتریان

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار بخش مدیریت دانشگاه شیراز

2 دانشگاه شیراز

3 دانشگاه 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

موضوعات


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
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