The Impacts of Public Service Strategy of the State Owned firm on Consumers' Attitudes: Taiwan CPC Corporation as an Example

From the perspective of business operation, corporations investment or sponsor public events were already escape the past passive response to the needs of society stage. On the contrary, companies were involved in the public events were from passive to active, and even had become an integral part of business operation strategy. Taiwan CPC Corporation has invested in environmental protection, community / care for disadvantaged groups, local cultural characteristics, as well as construction and other public welfare activities to enhance or improve the image of Taiwan CPC Corporation by residents and improve social welfare. This study is going to investigate Taiwan CPC Corporation's investment or sponsored charity events from consumer perspectives. As well as discuss which factors would influence consumers' attitude, satisfaction and loyalty and the relationship among these factors. In order to understand the actual experience of the residents in various public activities. While incorporating individual charity involvement as moderating variables trying to explore whether it would have interference effects on corporate image, corporation and events consistency, corporation charity involvement and consumer attitude toward Taiwan CPC Corporation participate or sponsor charity events. Provide Taiwan's CPC Corporation a follow-up to invest or sponsor charity activities to improve its policy in the future. This study used computer-assisted telephone interview questionnaires to collect relevant data and 1,200 valid questionnaires were collected. With descriptive statistics, reliability analysis, hierarchical regression and other statistical methods for analysis of follow-up information. The results showed that the attitude of consumers toward Taiwan CPC Corporation participated in or sponsor charity events indeed affected by corporate image, corporation and events consistency, corporation charity involvement and then further affect customers' satisfaction and loyalty. Consumers also exhibit high degrees of satisfaction and loyalty on the four categories of charity events which Taiwan CPC Corporation has invested. However, individuals' involvement in charitable activities has the moderating effect just between corporation and events consistency and the attitude of consumers toward Taiwan CPC Corporation participated in or sponsored charity events.以企業經營之角度來看，企業投入或贊助公益活動早已跳脫以往被動回應社會需求階段，反之，企業參與公益活動已從被動轉為主動，甚至儼然成為企業經營上不可或缺的一種策略思考方向，台灣中油股份有限公司藉由投入環境保護、社區/弱勢團體關懷、地方文化特色、以及公共建設等公益活動，以提升或改進消費者對於台灣中油股份有限公司之企業形象及增進社會福祉。 本研究將從消費者角度探討企業投入或贊助公益活動時，究竟會有哪些因素影響消費者的態度、滿意度及對企業忠誠度之間關係的連結，藉此了解各項公益活動在消費者心中的實際感受，同時納入個人公益活動參與傾向此一干擾變項，探討是否會在企業形象、企業與活動間的一致性、企業公益活動參與程度與消費者對企業參與或贊助公益活動的態度間造成干擾效果。本研究將以台灣中油股份有限公司桃園煉油廠與林園石化廠為例進行說明，並作為後續台灣中油股份有限公司投入或贊助公益活動改善方針。 本研究採用電腦輔助電話訪問進行問卷調查相關資料蒐集，共回收1,200份有效問卷，以敘述性統計、信度分析、階層迴歸等統計方法，進行後續資料的分析。研究結果顯示，消費者對於中油參與或贊助公益活動的態度確實會受企業形象、企業與活動間的一致性以及企業公益活動參與程度影響，再進而影響顧客滿意度與忠誠度，且消費者對於中油目前所投入之四大類公益活動皆表現出高度滿意與忠誠。然而，個人公益活動參與傾向僅有在企業與活動間的一致性對中油參與或投入公益活動的態度中具有干擾影響。第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 4 第四節 研究流程 4 第二章 文獻探討 6 第一節 公益行銷 6 第二節 企業贊助 9 第三節 顧客滿意度 11 第四節 顧客忠誠度 13 第五節 個案公司簡介 14 第三章 研究方法 19 第一節 研究架構 19 第二節 研究假設 20 第三節 變數定義與衡量 23 第四節 抽樣對象與抽樣方法 30 第五節 資料分析方法 31 第四章 研究結果分析 33 第一節 基本資料分析 33 第二節 問卷信度與效度分析 36 第三節 研究變項之相關分析 38 第四節 各構面的迴歸分析 39 第五章 結論與建議 52 第一節 研究結論 52 第二節 研究貢獻與管理意涵 57 第三節 研究限制與未來發展建議 60 參考文獻 62 附錄 研究問卷 6