企业社会责任绩效、品牌认同和客户满意度对培养客户参与度和忠诚度的影响

Badawi Badawi
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引用次数: 0

摘要

本研究旨在探讨企业社会责任(CSR)绩效对品牌形象和客户满意度的影响。此外,还分析了品牌形象和客户满意度对客户参与度的影响。本研究探讨了客户互动对客户忠诚度的影响。本研究采用定量分析技术对提出的假设进行实证检验。研究样本由印度尼西亚西爪哇省井里汶市水泥企业的消费者组成。研究采用随机抽样技术,收集了 180 名受访者样本,作为研究人群的代表。数据是通过发放调查问卷获得的,并在 AMOS 软件的帮助下使用结构方程模型技术进行分析。分析结果表明,本研究提出的所有假设都得到了实证支持。本研究表明,企业社会责任(CSR)的履行对品牌的认同感和顾客的幸福感有着有益的影响。为了提高品牌认知度和消费者幸福感,必须实现卓越的企业社会责任(CSR)绩效。此外,品牌的认可度和顾客的满意度对顾客的参与度有有利影响,而顾客的参与度对其忠诚度有有利影响。本研究就如何加强企业社会责任(CSR)工作以提高品牌认知度和消费者满意度,为包括水泥行业在内的企业提供了建议。有效的企业社会责任绩效可通过五个关键方面来实现:社会责任、环境管理、文化保护、人力资源管理和社会经济发展。此外,还必须提高品牌认知度和消费者满意度,以最大限度地提高客户参与度和忠诚度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The influence of CSR performance, brand identification and customer satisfaction in developing customer engagement and loyalty
The objective of this study is to examine the impact of corporate social responsibility (CSR) performance on brand image and customer satisfaction. Moreover, the analysis was performed to examine the impact of brand image and customer satisfaction on customer engagement. This study examines the impact of customer interaction on customer loyalty. This study employs quantitative analysis techniques to empirically examine the formulated hypothesis. The research sample consists of consumers from the cement business in Cirebon, West Java, Indonesia. The study employed a sampling technique that utilized random sampling to gather a sample of 180 respondents, who served as a representative of the study population. The data was acquired by distributing questionnaires and analyzed using the structural equation modeling technique with the assistance of AMOS software. The analytical results demonstrate empirical support for all hypotheses proposed in this study. This study demonstrates that the performance of corporate social responsibility (CSR) has a beneficial impact on the identity of a brand and the happiness of customers. In order to enhance brand recognition and improve consumer happiness, it is important to achieve superior corporate social responsibility (CSR) performance. Moreover, the recognition of a brand and the contentment of customers have a favorable impact on the involvement of customers, and the involvement of customers has a favorable impact on their loyalty. This study offers suggestions to organizations, including those in the cement industry, on how to enhance their corporate social responsibility (CSR) efforts to improve brand recognition and consumer contentment. Effective CSR performance may be attained by addressing five key aspects: social responsibility, environmental stewardship, cultural preservation, human resources management, and socio-economic development. Moreover, it is essential to enhance brand recognition and consumer contentment in order to maximize customer involvement and allegiance.
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