تاثیر مسئولیت اجتماعی شرکتی بر وفاداری مشتری و جایگاه برند: نقش میانجی ارزش مشتری

ﻣﻔﻬﻮم ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺷﺮﮐﺖ در ﺟﻬﺎن ﮐﻨﻮﻧﯽ، ﺑﻪ وﯾﮋه در ﺳﺎزﻣﺎن ﻫﺎی ﺑﺰرگ، ﺟﺎﯾﮕﺎﻫﯽ وﯾﮋه ﯾﺎﻓﺘﻪ اﺳﺖ. ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺷﺮﮐﺖ ﻫﺎ ﺑﺎ ﻣﺴﺌﻮﻟﯿﺖ ﺷﺮﮐﺖ در ﺑﺮاﺑﺮ ﺟﺎﻣﻌﻪ، اﻧﺴﺎن ﻫﺎ و ﻣﺤﯿﻄﯽ ﭘﯿﻮﻧﺪ دارد ﮐﻪ ﺷﺮﮐﺖ در آن ﻓﻌﺎﻟﯿﺖ ﻣﯽ ﮐﻨﺪ و اﯾﻦ ﻣﺴﺌﻮﻟﯿﺖ از ﻫﺪف ﻫﺎی اﻗﺘﺼﺎدی و ﻣﺎﻟﯽ ﻓﺮاﺗﺮ ﻣﯽ رود. ازاﯾﻦ رو در اﯾﻦ ﭘﮋوﻫﺶ ﺗﺄﺛﯿﺮ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺷﺮﮐﺖ ﺑﺮ وﻓﺎداری ﻣﺸﺘﺮی و ﺟﺎﯾﮕﺎه ﺑﺮﻧﺪ ﺑﺎ درﻧﻈﺮﮔﺮﻓﺘﻦ ﻣﺘﻐﯿﺮ ﻣﯿﺎﻧﺠﯽ ارزش ﻣﺸﺘﺮی در ﺷﺮﮐﺖ ﻫﺎی ﮔﺮدﺷﮕﺮی ﻣﺴﺘﻘﺮ در ﺷﻬﺮ ﺗﻬﺮان ﺑﺮرﺳﯽ ﻣﯽ ﺷﻮد. اﯾﻦ ﭘﮋوﻫﺶ ازﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدی و روش ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ ﻫﻢ ﺑﺴﺘﮕﯽ اﺳﺖ. ﺟﺎﻣﻌﮥ آﻣﺎری ﻣﺮاﺟﻌﻪ ﮐﻨﻨﺪﮔﺎن ﺷﺮﮐﺖ ﻫﺎی ﮔﺮدﺷﮕﺮی ﻣﺴﺘﻘﺮ در ﺷﻬﺮ ﺗﻬﺮان در ﺗﺎﺑﺴﺘﺎن 1396 اﺳﺖ. ﺣﺠﻢ ﻧﻤﻮﻧﻪ، ﺑﺎ روش ﻧﻤﻮﻧﻪ ﮔﯿﺮی دردﺳﺘﺮس و آﺳﺎن، دوﯾﺴﺖ ﻧﻔﺮ درﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪه اﺳﺖ. اﺑﺰار ﺟﻤﻊ آوری اﻃﻼﻋﺎت ﻣﺘﻐﯿﺮﻫﺎی ﭘﮋوﻫﺶ ﭘﺮﺳﺶ ﻧﺎﻣﮥ اﺳﺘﺎﻧﺪارد اﺳﺖ ﮐﻪ ﺳﻨﺠﺶ رواﯾﯽ آن ﺑﺎ روش ﻫﺎی رواﯾﯽ ﻫﻢ ﮔﺮا و رواﯾﯽ واﮔﺮا اﻧﺠﺎم ﺷﺪه و ﻣﯿﺰان ﭘﺎﯾﺎﯾﯽ آن ﺑﺎ دو ﻣﻌﯿﺎر آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ و ﭘﺎﯾﺎﯾﯽ ﺗﺮﮐﯿﺒﯽ ﺑﺮرﺳﯽ ﺷﺪه اﺳﺖ. داده ﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از روش ﻣﺪل ﺳﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری و ﺑﺎ ﺑﻬﺮه ﮔﯿﺮی از ﻧﺮم اﻓﺰارﻫﺎی اس ﭘﯽ اس اس و ﭘﯽ ال اس ﺗﺠﺰﯾﻪ وﺗﺤﻠﯿﻞ ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﺑﯿﺎﻧﮕﺮ اﺛﺮ ﻣﺜﺒﺖ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺷﺮﮐﺖ ﺑﺮ وﻓﺎداری ﻣﺸﺘﺮی و ﺟﺎﯾﮕﺎه ﺑﺮﻧﺪ و ﻫﻤﭽﻨﯿﻦ اﺛﺮ ﻣﺜﺒﺖ ارزش ﻣﺸﺘﺮی ﺑﺮ وﻓﺎداری ﻣﺸﺘﺮی و ﺟﺎﯾﮕﺎه ﺑﺮﻧﺪ در ﺷﺮﮐﺖ ﻫﺎی ﮔﺮدﺷﮕﯽ ﺷﻬﺮ ﺗﻬﺮان اﺳﺖ. ﻧﺘﺎﯾﺞ ﻫﻤﭽﻨﯿﻦ ﻧﺸﺎن ﻣﯽ دﻫﺪ ﮐﻪ ارزش ﻣﺸﺘﺮی ﻣﺘﻐﯿﺮی ﻣﯿﺎﻧﺠﯽ اﺳﺖ ﮐﻪ در راﺑﻄﮥ ﺑﯿﻦ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺷﺮﮐﺖ و وﻓﺎداری ﻣﺸﺘﺮی و ﺟﺎﯾﮕﺎه ﺑﺮﻧﺪ ﻧﻘﺶ دارد.

The Effect of Corporate Social Responsibility on Customer Loyalty and Brand Position: The mediating role of Customer Value

The corporate social responsibility is a concept that has found a place for itself in the world today, and especially large organizations. The corporate social responsibility is linked to the responsibility of participating in society, the people and the environment in which it operates, and this responsibility extends beyond the economic and financial objectives. As a result of this study, the effect of corporate social responsibility on customer loyalty and Brand position considering the mediating variable is the customer value in the tourism companies based in Tehran. This research is descriptivecorrelational in terms of purpose, applied and research method. The statistical sample was the visitors of tourism companies based in Tehran in the summer of 1396. The sample size of 200 people is selected through easy and convenient sampling. Data gathering tool was a standard questionnaire. The validity of the convergent and divergent narrative methods was used to assess its validity. From the two criteria, Cronbach’s alpha and combined reliability were used. Data were analyzed by structural equation modeling using SPSS and PLS software.The results of the research show the positive effect of corporate social responsibility on customer loyalty and brand standing, as well as the positive effect of customer value on customer loyalty and brand standing in tourism companies in Tehran. The results also show that customer value is a mediator variable that plays a role in the relationship between corporate social responsibility and customer loyalty and brand position.