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Authors
Advisor(s)
Abstract(s)
Nos últimos anos, as organizações têm demonstrado um interesse crescente no desenvolvimento de práticas de responsabilidade social. A Responsabilidade Social Empresarial (RSE) é uma forma de gestão que se expressa pela relação ética e pela transparência da empresa, com todos os públicos com os quais se relaciona, bem como o estabelecimento de metas empresariais compatíveis como o desenvolvimento sustentável da sociedade, preservando os recursos ambientais e culturais para as gerações futuras.
Este trabalho propõe um novo modelo de investigação para examinar como a RSE afeta a lealdade do cliente nos serviços de metro do Porto e como interage com a qualidade do serviço, a imagem corporativa, o valor percebido, a informação, o design de rede e a satisfação do cliente ao afetar a lealdade do cliente, adaptado do estudo Chang e Yeh (2017). O principal propósito é analisar a RSE e a lealdade clientes, que desempenham um papel fundamental na garantia de operações sustentáveis e no desenvolvimento das empresas. O estudo empírico recai sobre a rede de transporte público - Metro da cidade do Porto e a análise de dados é realizada com recurso ao modelo de equações estruturais.
Os resultados do estudo reconhecem que a RSE tem um efeito direto na satisfação e na lealdade do cliente, e indireto por meio dos mediadores imagem corporativa e satisfação do cliente. Em particular, uma nova descoberta do estudo destaca a importância do papel mediador desempenhado pela imagem corporativa e pela qualidade de serviço no aumento do efeito da RSE na lealdade do cliente. Os achados da investigação fornecem informações úteis sobre como as empresas de transporte urbanos devem desenvolver uma política de RSE que promova a qualidade de serviço, a imagem corporativa e a satisfação do cliente, e consequentemente conduza à lealdade do cliente e à competitividade e sustentabilidade empresarial.
In the past few years, organizations have shown a growing interest in developing social responsibility practices. Corporate Social Responsibility (CSR) is a form of management that is expressed by the ethical relationship and transparency of the company, with all the publics with which it relates, as well as the establishment of compatible business goals such as the sustainable development of society, preserving environmental and cultural resources for future generations. This study proposes a new research model to examine how CSR affects customer loyalty in Oporto metro services and how it interacts with service quality, corporate image, perceived value, information, network design and customer satisfaction by affecting costumer loyalty, adapted from the Chang & Yeh (2017) study. The main purpose is to analyze CSR and customer loyalty, which play a key role in ensuring sustainable operations and business development. The empirical study is based on the public transport network - Oporto metro, and the data analysis is performed using the structural equation model. The study results acknowledge that CSR has a direct effect on customer satisfaction and loyalty, and indirectly through the mediators corporate image and customer satisfaction. Particularly, a new finding of the study highlights the importance of the mediator role played by corporate image and quality of service in enhancing the effect of CSR on customer loyalty. The research findings provide useful information on how urban transport companies should develop an CSR policy that promotes quality of service, corporate image and customer satisfaction and, as a result, leads to customer loyalty and competitiveness and sustainability business.
In the past few years, organizations have shown a growing interest in developing social responsibility practices. Corporate Social Responsibility (CSR) is a form of management that is expressed by the ethical relationship and transparency of the company, with all the publics with which it relates, as well as the establishment of compatible business goals such as the sustainable development of society, preserving environmental and cultural resources for future generations. This study proposes a new research model to examine how CSR affects customer loyalty in Oporto metro services and how it interacts with service quality, corporate image, perceived value, information, network design and customer satisfaction by affecting costumer loyalty, adapted from the Chang & Yeh (2017) study. The main purpose is to analyze CSR and customer loyalty, which play a key role in ensuring sustainable operations and business development. The empirical study is based on the public transport network - Oporto metro, and the data analysis is performed using the structural equation model. The study results acknowledge that CSR has a direct effect on customer satisfaction and loyalty, and indirectly through the mediators corporate image and customer satisfaction. Particularly, a new finding of the study highlights the importance of the mediator role played by corporate image and quality of service in enhancing the effect of CSR on customer loyalty. The research findings provide useful information on how urban transport companies should develop an CSR policy that promotes quality of service, corporate image and customer satisfaction and, as a result, leads to customer loyalty and competitiveness and sustainability business.
Description
Mestrado APNOR
Keywords
Responsabilidade social Qualidade de serviço Lealdade do cliente Transportes públicos Metro do Porto