تاثیر چابکی سازمانی و مسئولیت اجتماعی شرکت بر تصویر برند

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان

2 دانشجوی دکترای مدیریت بازرگانی گرایش رفتار سازمانی و منابع انسانی، دانشگاه اصفهان

چکیده

این پژوهش به دنبال بررسی نقش چابکی سازمانی و مسئولیت پذیری اجتماعی شرکت بر تصویر ذهنی برند آن از دیدگاه مشتریان است. جامعه آماری پژوهش را مسافران سه شرکت منتخب قطار در ایران شکل می دهند که 226 نفر از آنان به روش نمونه گیری تصادفی طبقه ای انتخاب شدند. جمع آوری داده ها، با استفاده از پرسشنامه مسئولیت اجتماعی کارول و شابانا، پرسشنامه چابکی سازمانی ژانگ و شریفی و پرسشنامه پژوهشگر ساخته تصویر برند صورت پذیرفت. اولین سنجه، مسئولیت پذیری اجتماعی را مبتنی بر ابعاد اقتصادی، قانونی، اخلاقی و داوطلبانه بررسی نمود. سنجه دوم به بررسی چابکی سازمانی مبتنی بر ابعاد پاسخگویی، شایستگی، انعطاف پذیری و سرعت پرداخت. سنجه آخر نیز به بررسی تصویر ذهنی مشتریان از برند شرکت، باتوجه به ابعاد نحوه ارائه خدمات، ارتباطات و اعتبار و شهرت برند پرداخت. به منظور تعیین روایی و پایایی سنجه ها، از روایی محتوا، آلفای کرونباخ و تحلیل عاملی تاییدی استفاده شد. برای تحلیل داده ها و آزمون مدل مفهومی پژوهش از روش مدل سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی و نرم افزار اسمارت پی ال اس 3 استفاده شد. نتایج حاکی از تائید فرضیه اصلی اول (تاثیر مسئولیت پذیری اجتماعی شرکت بر تصویر ذهنی مشتریان از برند)، فرضیه اصلی دوم (تاثیر چابکی سازمانی بر مسئولیت پذیری اجتماعی شرکت) و فرضیه اصلی سوم (تاثیر چابکی سازمانی بر تصویر ذهنی مشتریان از برند) و نیز فرضیات فرعی آنهاست

کلیدواژه‌ها


عنوان مقاله [English]

The impact of organizational agility and corporate social responsibility on brand image

نویسندگان [English]

  • Majid Mohammad shafiee 1
  • Somayeh Ahmadzadeh 2
1 . Assistant Professor, Department of Management, University of Isfahan, Isfahan
2 . Phd Candidate of Business Management, Department of Management, University of Isfahan, Isfahan, Iran
چکیده [English]

 
This research aims to investigate the role of organizational agility and corporate social responsibility on corporate brand image from customers’ viewpoints. The research statistical population consists of passengers of three selected train companies in Iran, of which 226 individuals were selected by categorized random sampling method. Data gathering were done using Carroll & Shabana’s questionnaire of social responsibility, Zhang & Sharifi’s questionnaire of organizational agility and a researcher-made questionnaire for brand image. The first questionnaire, measured the social responsibility, based on four dimensions of economical, legal, ethical and voluntary. The second questionnaire, measured the organizational agility, based on the dimensions of responsiveness, competency, flexibility and rapidity. The last questionnaire, measured the customers’ mental image of corporate brand, considering the dimensions of brand’s service quality, brand credit and reputation and brand communication quality. To analyze the validly and reliability of the questionnaires, content validly, Cronbach Alpha and confirmative factor analysis methods were used. For analyzing the data and testing the conceptual model of the research, structural equation modeling method with partial least square approach were used with Smart PLS 3 software. The results show the acceptance of the first main hypothesis (the impact of corporate social responsibility on customer brand image), the second main hypothesis (the impact of organizational agility on corporate social responsibility) and the third main hypothesis (the impact of organizational agility on customer brand image) and their sub-hypotheses.
 

کلیدواژه‌ها [English]

  • Corporate Social Responsibility
  • Organizational Agility
  • Brand image
  • Railroad Transportation Companies
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