| 摘要: | 二十一世紀各項經濟活動，已不完全是你輸我贏的零合遊戲，而是商業活動每一個參與者 (包括廠商、管理者、員工、顧客、社區民眾、政府及大自然環境) 全贏的時代，為達到全贏目標，履行社會責任就扮演極重要的角色。學者亦主張運用策略性思維，來創造社會及企業雙贏的局面。由此可見，企業社會責任於近年越來越受到學界與企業關注。
現今，企業經營不再是以營利為目標；現代企業為達到永續經營之目的，往往藉由提升競爭優勢、持續改善能力與社會認同來維持企業向前的動力，而藉由舉辦或參與活動來實現企業相應之社會責任，不但對外有益於企業形象、業務拓展，對內更有助於強化企業文化、提升員工與顧客的組織認同。信任是金融業與社會大眾連結的橋梁，金融業者若能落實CSR，就能贏得顧客的信任，在發展業務的同時與社會共同進步。
因此，為瞭解企業實行CSR相關活動時，是否對員工及顧客產生正向影響，及其影響力是否會因對象(員工/顧客)而有所差異。本研究藉由深度訪談及線上問卷調查獲得64份有效問卷。研究結果發現：(1) 新光金融控股股份有限公司所執行之企業社會責任活動有助於企業內部員工與外部顧客對新光金融控股股份有限公司之認同；(2) 新光金融控股股份有限公司所執行之企業社會責任活動，於企業內部員工與企業外部顧客所產生之效應並無顯著差異；(3) 新光金融控股股份有限公司所執行之企業社會責任活動，企業社會責任之各階段間均有顯著正向影響，且在企業內部員工與外部顧客並無顯著差異。最後，本研究亦依照研究結果提出相關之學術與實務意涵，以供相關業者於企業社會責任活動執行之參考。
In recent years, political and economic, science and technology, globalization and regional market free competition, by the impact of China's financial services industry has produced significant qualitative change. The economic activities of the twenty-first century are not entirely the Zero-Sum Game for competitor, but for every participant in business activities, including manufacturers, managers, employees, consumers, community people, government and the natural environment, to achieve the goal of "all win". To fulfill social responsibilityplaysthe important role.Furthermore, some scholars have advocated the use of strategic thinking, to create a win-win situation for social and business. Corporate social responsibility in recent years has more and more concerns from academic and business. They’re not only on behalf of the community's expectations of enterprises, more importantly, they can establish of corporate brand image. In order to achieve the goal of sustainable development, modern enterprises often maintain their competitive power by enhancing their competitive advantage, continuous improvement ability and social identity, and by doing orparticipate in activities to achieve the corresponding corporate social responsibility, not onlycanenhancecorporate image and development the business, but alsointernal to strengthen the corporate culture, enhance staff and customer organization identity. Trust is the bridge between the financial industry and the community. If the financial industry can implement CSR, it will gain the trust of consumers and develop common business with society. Therefore, in order to understand the CSR-related activities of enterprises, whether the positive impact on employees and customers, and their influence will be due to the object (employees / customers) and vary or not.
In this study, 64 valid questionnaires were obtained through in-depth interviews and online questionnaires The result shows that: (1) shin Kong CSR activities will help the internal staff and external customers to recognizeshin Kong financial control; (2) CSR activities carried out by shin Kong Financial Control Co., There is no significant difference between the employees and the external customers of the enterprise. (3) There is a significant positive impact on the corporate social responsibility activities and corporate social responsibility of shin Kong Financial Control Co., Ltd., and the internal staff and external customers, and there was no significant difference. Finally, the study also draws relevant academic and practical implications in the light of the findings of the study to be used by the relevant industry in the implementation of corporate social responsibility activities. |
