企业道德社会责任与顾客忠诚的关系——顾客感恩的中介作用

A. Hamid, Maigana Amsami, Siddiq Balal Ibrahim
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引用次数: 0

摘要

本研究的目的是检验客户感恩是否在道德企业社会责任和客户忠诚度之间起中介作用。采用了横断面调查。通过便利抽样,共选择了位于尼日利亚东北部一些选定城镇的零售银行的430名个人客户。采用结构化问卷进行收集。在数据分析中使用了描述性统计和偏最小二乘结构方程建模。研究结果表明,企业道德社会责任对客户忠诚度有正向显著影响。此外,还观察到道德企业社会责任对客户感恩的积极而显著的影响。此外,研究发现,客户的感激之情和客户的忠诚度呈正相关。此外,客户感恩在道德企业社会责任和客户忠诚度之间起中介作用。本研究的结论是,客户感恩是企业道德社会责任对客户忠诚度影响的中介。这项研究的发现将有助于尼日利亚零售银行的管理者发展合乎道德的企业社会实践,在银行客户中强烈营造感激之情,以利用客户的感激之情并最终培养客户的忠诚度。
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Relationship between ethical corporate social responsibility and customer loyalty: the mediating role of customers’ gratitude
The purpose of this study was to examine whether customer gratitude mediates the association between ethical corporate social responsibility and customer loyalty. A cross-sectional survey was adopted. A total of 430 individual customers of retail banks located in some selected towns in north-east region of Nigeria were selected using convenience sampling. Structured questionnaires were used to collect. Descriptive statistics and partial least square structural equation modeling were used in data analysis. Finding showed that ethical corporate social responsibility positively and significantly affected customer loyalty. Also, a positive and significant effect of ethical corporate social responsibility on customer gratitude was observed. Furthermore, it was observed that customer gratitude and customer loyalty are positively associated. Also, customer gratitude mediated between ethical corporate social responsibility and customer loyalty. This study concluded that customer gratitude mediated the influence of ethical corporate social responsibility on customer loyalty. The finding of this study will help managers of Nigerian retail banks to develop ethical corporate social practices which strongly create feelings of gratitude among their banks’ customers in order to take advantage of customers’ gratitude, and eventually cultivate customers’ loyalty.
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