The Relationships between Corporate Social Responsibility and Customer Satisfaction in Taiwan Farmer Association
Canon Tong
International Graduate School of Business, University of Newcastle, Callaghan NSW, Australia
Anthony Tik-Tsuen Wong *
School of Business and Hospitality Management, Caritas Institute of Higher Education, Hong Kong
Libby Chien Lu Lin Hsiang
International Graduate School of Business, University of Newcastle, Callaghan NSW, Australia
*Author to whom correspondence should be addressed.
Abstract
Service is dictated by its inseparability, variability, intangibility and perishability characteristics, inherent characteristics that make it more difficult for an organization to market and sustain its marketability. Studies have revealed relationships between Corporate Social Responsibility (CSR) and customer satisfaction, there is a gap on the relationships between the dimensions of CSR as antecedents and customer behavior. This study therefore examined the effect of three dimensions in CSR to customer satisfaction of the Farmers’ Association credit departments (FACDs) in Taiwan. This study adopted a positivism paradigm and quantitative cross-sectional approach to empirically examine customers’ views of CSR. Using purposive, judgemental, and convenience sampling techniques, a self-administered questionnaire was personally distributed to 400 members and customers outside FACD offices throughout Taiwan. A total of 334 fully completed questionnaires were received from participants. The significant findings from this study are the existence of the relationship between the three dimensions of CSR and customer satisfaction.
Keywords: CSR, customer satisfaction, service, ethics, social, environment