服務品質管理對顧客涉入之研究－以企業社會責任與形象廣告為中介變數

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(1)國立臺中教育大學事業經營碩士學位學程碩士論文. A Study of Service Quality Management on Customer Involvement －The Mediating Effects of CSR and Image Advertising 服務品質管理對顧客涉入之研究－以企業社會責任與形象廣告為中介變數. 研究生：林婕妤撰指導教授：丘周剛博士中華民國 103 年 05 月.

(2) A Study of Service Quality Management on Customer Involvement －The Mediating Effects of CSR and Image Advertising. 研究生：林婕妤指導教授：丘周剛. Student：Chieh-Yu Lin Advisor：Chou-Kang Chiu. 國立臺中教育大學事業經營碩士學位學程碩士論文. A Thesis Submitted to Master program of Business Administration National Taichung University of Education in Partial Fulfillment of the Requirements For the Degree of Master of Business Administration. May 2014 Taichung, Taiwan, Republic of China 中華民國一百零三年五月.

(3) Acknowledgements. Generally speaking, 23-year-old time was brilliant and joyful. Yet as far as I was concerned, my second semester of first grade was trouble times. I met with misfortune, including the divorce lawsuit of my parents. Here and now, I was particularly grateful to some important people in my life. First of all, thank my advising professor, Dr. Chou-Kang Chiu, for encouraging me to challenge and make progress. He stood by me when I most needed it. I also wanted to appreciate Dr. Shin-Yi Lin and Dr. Phil Yang for providing professional guidance and editorial advice in my studies. What’s more, thank the generous teacher, Dr. Yu-Juan Chen and the handsome and conversable teacher, Dr. Jia-Zong Li. I would also like to thank the external oral test teacher-Dr. Chun-Hung Lin. Even though it rained cats and dogs, Dr. Lin came from the north specially and provided the empirical suggestions. It was my honor. On the other hand, I had to express heartfelt thanks to Ms. Se-Ho Feng for love dedication, to Mr. Wen-Xing Wen for inspiring me many true meaning of life patiently, and to my classmate, Rui-Lan Guo, who was a shiny and open minded girl with a sense of justice. Walter Bagehot had said the best enjoyment of life was to do something which others thought I could not live up to. In the same way, I thought the best enjoyment of life was to experience and to make some “mission impossible” come true. If no one gave a gigantic favor to me, it was hard to struggle against all kinds of adversity for me. The feedback from MBA, NTCU was invaluable and useful. My heart overflowed with gratitude. I would always appreciate that forever. i.

(4) A Study of Service Quality Management on Customer Involvement －The Mediating Effects of CSR and Image Advertising Advisor(s): Dr.(Professor) Chou-Kang Chiu Master program of Business Administration National Taichung University of Education. Student: Chieh-Yu Lin Master program of Business Administration National Taichung University of Education. ABSTRACT. In Taiwan, there were some well-known catering enterprises which had focused on service quality management (SQM). Their products were added with artificial chemical composition. Even some of these ingredients were detrimental to human body. Several pieces of news about food safety spilled over into cultural food industry after they were blown. In consequence, they had given birth to a new thought paper. The main research objective explored how to made SQM and corporate social responsibility (CSR) complement each other. Also, advertising was surging ahead. Along with image advertising rapid developing, people seemed to be living in a platonic world or era. As a result, this study discussed whether corporate image advertising enhanced customer involvement or not. The research tool was a six-level structured questionnaire adapted from a five-level Likert scale. 569 consumers were investigated. The results in the regression analysis proved CSR and image advertising had the mediating effects between SQM and customer involvement. H2 and H3 were also analyzed by regression analysis. The ii.

(5) former, there was a positive correlation between SQM and corporate image advertising. The latter, corporate image advertising was closed related to customer involvement. The following were some truths which had discovered by this study. CSR might not be actually executed, despite how perfect companies’ SQM or image was. Image advertising could tempt consumers easily. Promoting SQM by image advertising was helpful to make customer involvement higher. In short, the more areas in entire supply chain companies could work well, the better.. Keywords: service quality management, corporate social responsibility, image advertising, involvement. iii.

(6) 服務品質管理對顧客涉入之研究－以企業社會責任與形象廣告為中介變數. 指導教授：丘周剛博士（教授）國立臺中教育大學事業經營碩士學位學程. 學生：林婕妤國立臺中教育大學事業經營碩士學位學程. 摘要. 臺灣一些享負盛名且專注於服務品質管理的餐飲企業，其商品被摻有人工化學成分，其中一些成分甚至有害人體，層出不窮的食品安全新聞被踢爆後，對飲食文化產業造成了衝擊，也進而催生論文的新思路，遂研究目的主要探究服務品質管理與企業社會責任該如何相輔相成。再者，廣告業正蓬勃地發展，隨著形象廣告的進展加快，人們似乎生活在一個理想的世界和年代，所以本研究置入企業形象廣告，探討其能否增強顧客涉入。研究工具係改編自李克特五點量表的六點封閉式問卷，訪問569名消費者，透過迴歸分析的結果證明，企業社會責任以及形象廣告，在服務品質管理和顧客涉入之間具有中介效果；迴歸分析亦驗證服務品質管理與企業形象廣告之間呈現正相關、企業形象廣告與涉入展現高度關聯性。以下為本研究發現的一些真相：儘管公司的服務品質管理或形象是多麼完美，但企業社會責任卻不見得有被確實執行。形象廣告能夠輕易擄獲人心，透過形象廣告彰顯服務品質管理，對於提升顧客涉入頗有助益。簡而言之，在整條供應鏈中，實踐地愈全面愈好。. 關鍵字：服務品質管理、企業社會責任、形象廣告、涉入. iv.

(7) Contents Acknowledgements ................................................................... i ABSTRACT ............................................................................. ii 摘要.......................................................................................... iv Contents ................................................................................... v List of Figures ........................................................................ vii List of Tables......................................................................... viii 1. Introduction ....................................................................... 1 1.1 1.2 1.3 1.4. Research background ..................................................... 1 Rationale ......................................................................... 4 Research purpose............................................................ 7 Research procedure ........................................................ 8. 2. Literature review ............................................................. 10 2.1 Service Quality Management, Corporate Social Responsibility and Customer Involvement .................................. 10 2.1.1. 2.2 2.2.1. 2.3 2.3.1. Brief summary ..................................................................................... 16. Image Advertising and Service Quality Management 17 Brief summary ..................................................................................... 21. Customer Involvement and Image Advertising .......... 23 Brief summary ..................................................................................... 26. 2.4 Customer Involvement, Image Advertising and Service Quality Management..................................................................... 27 2.4.1. Brief summary ..................................................................................... 28. 3. Research design ............................................................... 30 3.1. Research framework .................................................... 30 v.

(8) 3.2 3.3 3.4 3.5. Sample Target of study and range ............................... 31 Operational definition .................................................. 33 Questionnaire design .................................................... 34 Research procedure ...................................................... 40. 4. Data analysis .................................................................... 41 4.1 4.2 4.3 4.4. Sampling results............................................................ 41 Descriptive statistical analysis...................................... 41 Reliability and validity analysis ................................... 42 Hypothesis testing ......................................................... 43. 5. Conclusions and discussion ............................................. 47 5.1 5.2 5.3. Conclusions and discussion .......................................... 47 Implications .................................................................. 48 Limitation and future research .................................... 49. Reference ................................................................................ 51 Appendix 1 Questionnaire .................................................... 62. vi.

(9) List of Figures Figure 1-1 Research Procedure................................................................... 9 Figure 2-1 Different Quality Perceived ..................................................... 13 Figure 2-2 Relationship between Factors Affected in Environmental Ad. . 20 Figure 2-3 The Six Thinking Scheme ....................................................... 25 Figure 3-1 Research Framework .............................................................. 30 Figure 3-2 Stages of Research .................................................................. 40. vii.

(10) List of Tables Table 3-1 Operational Definition .............................................................. 33 Table 3-2 Questions of Perceived SQM .................................................... 36 Table 3-3 Questions of Perceived CSR ..................................................... 37 Table 3-4 Questions of IA ........................................................................ 38 Table 3-5 Questions of CI ........................................................................ 39 Table 4-1 Sampling Results ...................................................................... 41 Table 4-2 Descriptive Statistical Results ................................................... 42 Table 4-3 Regression between Constructs of Perceived SQM and CI........ 43 Table 4-4 Regression between Constructs of Perceived SQM, Perceived CSR and CI ...................................................................................... 43 Table 4-5 Pearson’s Correlation Coefficient of SQM and IA .................... 44 Table 4-6 Pearson’s Correlation Coefficient of IA and CI ......................... 45 Table 4-7 Regression between Constructs of Perceived SQM, IA and CI .. 45. viii.

(11) 1. Introduction. 1.1 Research background. In today’s complex and turbulent environments, the need for continuous improvements or “kaizen” in service was widely recognized (Bessant, Caffyn, & Gallagher, 2001). With a view to standing out from the rest, business circles had focused on quality improvement for approximately ten years (Pearson, McCahon, & Hightower, 1995). Business circles had implemented service quality management (SQM) for twenty years in order to control service quality and make people feel contented (Agus & Hassan, 2011). SQM stemmed from many manufacturing organizations in Japan, and Western Europe also approved of SQM, and SQM was also implemented in tourism (Witt and Muhlemann, 1994) and psychiatric services (Rodriguez, 1989). SQM model was composed of service processes, organizational cultures and the impact of consumers’ feeling; the companies had to strengthen and maintain service quality delivered by providing tangible or intangible business items (Lin, 2007). The business environment was a dynamic change, so adapting to the global market in time was imperative (Pamfilie, Petcu, & Draghici, 2012). The best strategy to triumph had not been found; people emphasized the ability to declutter the firms in the 1980s, but people attached importance to cultivating the core competencies during the 1990s (Prahalad & Hamel, 1990). As one part of the core competencies, SQM style was shaped by the changing economic and social context, and these changes drove fundamental shifts of service quality management; enterprises hope to add service value and quality for their customers, and to secure lasting competitive 1.

(12) advantage (Linda Holbeche, 2006). More and more countries were reinforcing social responsibility (SR) agenda; following this trend, the International Organization for Standardization also initiated the criterion of SR (Castka & Balzarova, 2008). The topic study about corporate social responsibility (CSR) had been extensively researched; unfortunately, many enterprises didn’t concern about CSR until their reputations suffered (Loussaïef, Cacho-Elizondo, Pettersen, & Tobiassen, 2014). During the past ten years, CSR had attracted widespread attention, especially in western countries (Sandve and Øgaard, 2014; Jiang, Baker, & Frazier, 2009). The standards of examining CSR had been tougher because of fierce competitive conditions (Burke & Logsdon, 1996). As for the end of supply chain, that was the part of customers. Customer involvement, which was influenced by the individual needs, the front-line personnel and so on, was recognized as one of the most pivotal access to success (Chen, Shie, & Yu, 2012). When it came to the arrangement of position, front-line workers could get more information from clients; and these information was a tremendous help to companies for improving SQM (Nguyen, 2006). Since customers’ behavioral intentions were closely related to performed services by front-line staff, the physical cues might elicit customer involvement, influencing people’s evaluations and judgments on the quality of the service (Kim & Moon, 2009). There were lots of studies about either service quality management or corporate social responsibility. An example of the virtual domain, a paper identified that e-service quality management was used to improve B2C e-commerce (Zuo, Huang et al., 2013). Conversely, the organization which was responsible for maintaining SQM had an obligation to deliver good services to its customers (Kwon, Chun et al. 2011). On the other side, CSR had received widespread attention during the past decades (Sandve and Øgaard 2014). However, this kind of paper which was made service 2.

(13) quality management combine with corporate social responsibility was rare. In fact, complete service quality management didn’t represent corporate social responsibility which was fulfilled. Carrying out corporate social responsibility didn’t equal to perfect service quality management. That was why a brand with public praise also made mistakes. Customer service programs sometimes worked and sometimes did not (Riley, 2007). For instance, Wei Chuan Corporation, an old and famous brand in Taiwan, produced a series of oils with illegal additives (Taiwan news, 2014). Because of the negative news, the consumers had to take much more time to consider service quality management and corporate social responsibility before purchasing. Thus, “PARA” model which represented primary diagnosis, advanced diagnosis, review and action appeared, and it was adopted in dealing with customer complaints and identifying the “voice of the customer” (VOC) (Chen et al., 2012). This study suggested that the enterprises should consider both service quality management and corporation social responsibility simultaneously. Adopting contribution to society and concentrating on SQM as twin objectives were vital to the continued success (Baron, 2011). On the other side, understanding consumers’ involvement levels had been a topic of research for several decades, and the influence factors included the information about region of origin, price level and presence/absence of a price discount (Hollebeek, Jaeger, Brodie, & Balemi, 2007). In the present competitive environment, corporate reputation and corporate image were acknowledged as having the potential impact on customer involvement toward the firm (Nguyen & Leblanc, 2001). Services were responsive to the needs of the populations and the firms had made increasing endeavors to involve consumers (O’Donnell & Entwistle, 2004). Currently, image advertising had been prevailing because of the interactive trend (Huang, Su, Zhou, & Liu, 2013). The effect of image advertising had a marked impact on consumers’ 3.

(14) decision making; therefore, enterprises strived to increase advertising image and consumer involvement, and assisted consumers in choosing the brands (Chung, Chang, Lin, & Yau, 2012). This paper shed light on whether corporate image advertising could enhance customers’ involvement or not. The world was a vast and complex market, and it was also a multi-language market; thus, it was crucial to know how to persuade and involve consumers through image advertising appeal (Liu, Wen, Wei & Zhao, 2013). Stimuluses of the advertising made the users involve; as per the attention inertia theory, when the readers went through a meaningful path, they performed the seeking task from a sequence of scattered and sketchy information to a complete meaning (Wang & Day, 2007). The higher customer involvement was, the more opportunities for intensifying purchase intention were. With a view to attracting customers, it was a common way to raise involvement through corporate image advertising. All in all, since most prior studies assumed involvements were caused by customers’ exposure to specific stimuli, the concept of involvement had been overlooked in considering the relationship between stimuli and responses, so the research investigated the importance of service quality management, corporate social responsibility and image advertising on customer involvement (Kim & Moon, 2009).. 1.2 Rationale. Service quality management was one recurrent theme within the literature; the environment was dynamism, munificence and complexity; enterprises should focus on customers and improve services continuously, otherwise, financial performance and operational performance would be influenced (Mar Fuentes-Fuentes, Albacete-Sáez, & Lloréns-Montes, 2004). Taiwan was free-market mechanisms, so customers could 4.

(15) choose the commodities or services which they preferred. The effects of SQM and CIA changed over time in a liberalizing market (Polo, Sese, & Verhoef, 2011). The products or services with better quality would be kept in the market. Service was produced and consumed simultaneously (Kim & Moon, 2009). Among supply chain, demand management (DeM) and distribution management (DiM) belonged to customer service management. Distribution was deemed as the physical link between a supply chain and its customers; demand management emerged as a new dimension at the service; both of them entailed customer-facing processes and that determined performance (Rexhausen, Pibernik, & Kaiser, 2012). In a generation of global village, an effective customer interface was crucial to sustainable success (Rexhausen et al., 2012). Prior researches almost focused on the collaboration between top-management and suppliers; however, several factors of corporate social responsibility and the adoption of service quality management were seldom discussed at the same time (Yen & Yen, 2012). A sustainable operation system relied on the internal belief and capability and the external stresses (Jørgensen, 2008). A great deal of research had emphasized the strategic management of CSR, but gaps remained on how CSR could be effectively integrated with existing service processes (Asif, Searcy, Zutshi, & Fisscher, 2013). A interaction with consumers was one part of CSR, which got little attention (Parast & Adams, 2012). On the other hand, excellent companies usually showed the paradigm of reforming corporate culture (Pamfilie et al., 2012). However, unsuccessful cases were not less. Chen et al. (2012) found only a few of researches could manage to make up the negligence of service systems according to the lessons drawn from others' mistakes in case the same mistakes happened again. As mentioned above, the first purpose of this study was to 5.

(16) explore how to combine service quality management with corporation social responsibility. Although a number of studies had been conducted on customer involvement, scant research had focused on image advertising (IA) and corporate social responsibility (Kim & Moon, 2009). After viewing image advertising, people were engaged in reciprocal processes; in spite of rapid adoption of the IA, how IA accomplished desired advertising effects remained unclear to practitioners and advertisers, and previous research had seldom examined the interaction between IA and customer involvement (Huang et al., 2013). CSR communications remained an emerging field, but little was known about CSR advertisements; CSR was ideologically motivated results in accusations of corporate social irresponsibility (CSI) (Perks, Farache, Shukla, & Berry, 2013). Although theoretical and empirical research almost pointed to a positive relation between CSR and company competitiveness, measuring the speciﬁc business impacts of CSR were missing in the current literature (Weber, 2008). Prior studies seldom understood and listened to the customers’ inner hearts about the notion of CSR (Lee & Shin, 2010). Corporate social responsibility was a vast domain. Service quality management was like 360 degree. So service quality management must be complete, perfect and zero error. About ten years ago, service quality had become prime drivers of process innovation, but many firms’ service quality efforts failed to deliver; further, the firms’ views of service quality management were very different from their customers; however, this issue had received little empirical attention (Morgan & Vorhies, 2001). On the whole, the goal of service quality management system was reaching consumers’ expectation by wiping out the disadvantages (Salleh, Kasolang, & Jaffar, 2012). Customer orientation and environmental change were closely linked; customer orientation, operational performance and consumers’ anticipation had the 6.

(17) positive correlation (Mar Fuentes-Fuentes et al., 2004). Especially, business partners, suppliers and customers were the essential elements in a competitive market (Ip, Chen, Lau, & Liang, 2006). If enterprises put themselves in consumers’ shoes before designing image advertising, maybe image advertising could become a decent marketing tool. Following the statements above, the second objective of this paper was to understand that whether image advertising with the meaning of CSR deepened customer involvement or not.. 1.3 Research purpose. 1.3.1 Investigate whether perceived corporation social responsibility mediates between perceived service quality management and customer involvement or not. This paper aimed to prove that corporate social responsibility had a mediating effect between service quality management and customer involvement. So the study had to thrash out how service quality management and corporation social responsibility affected customer involvement.. 1.3.2 Explore whether the companies which emphasize service quality management put a high value on their image advertising or not. Many companies competed for competitive advantage about service quality management. This research wanted to examine how much the importance of image advertising these companies thought by observing the current situation of performing 7.

(18) service quality management and image advertising.. 1.3.3 Analyze how much the effect of corporate image advertising on customer involvement is. In this regard, this study proposed to identify whether image advertising mediated perceived service quality management or not and how corporate image advertising appealed to customers.. 1.4 Research procedure. In the beginning, this study thrashed out the evolutions of histories and theories of service quality management, corporate social responsibility, image advertising and customer involvement in chapter one. After sorting out the reference materials in chapter two, the research started designing some questions of these self-reporting scales in chapter three and releasing the questionnaires. The collected data were analyzed by simple linear regression analysis and correlation analysis with Statistic Package for Social Science (SPSS). Chapter four took on these statistical results. This paper came to the conclusions and management implications based on the statistical results in chapter five.. 8.

(19) Research background and rationale. Chapter 1. Literature. Chapter 2. Research design. Chapter 3 Questionnaire development. Chapter 4. Data collection and analysis. Conclusion and suggestion. Figure 1-1 Research Procedure. 9. Chapter 5.

(20) 2. Literature review. 2.1 Service Quality Management, Corporate Social Responsibility and Customer Involvement. Quality was a professional ethics basis which every enterprise must abide by and stick to. Hence, quality management became one of indispensable departments in a company. Look back into the evolution of quality management. At first, business circles aimed to improve the quality of products and services, later on the aspect of delivering (Hardjono & van Marrewijk, 2001). Quality was closely related to human involvement; understanding customers’ involvement toward service quality management could boost performance (Rajab et al., 2012). There were four components which consisted of a successful quality management strategy; it concluded customer involvement, employee involvement, entrepreneurial spirit, and service management (Pearson et al., 1995). In addition, there were four SQM programs which had been practiced frequently: the first, keep an excellent company image; the second was leadership; the third, make progress in improving the interaction between customers and staffs, and employee participation (Filiatrault, Harvey, & Chebat, 1996). Cheung and To (2011) conducted an empirical research with a 7-point Likert scale, and stated that customer involvement affected customers' perceptions of SQM profoundly. Perceived SQM and CSR acted as the determinants for consumer involvement and post-purchase behaviors (Xie, 2011). The successful case of combined service quality management and corporate social responsibility included food and beverage industry. For the sake of meeting the two conditions of “Fast Service” and “Whole Service”, some restaurants provided special 10.

(21) items to substitute for unhealthy foods (Ryu, Han, & Kim, 2008). The performer at early phase had to set the service quality management for improving efficiency; the latter could follow the accepted service quality management; this inspiration was that institutional factors could mitigate the network relation which had affected the innovative forms, and provided the powerful evidence to assist the firms in utilizing innovative thinking (Westphal, Gulati, & Shortell, 1997). Internet was a kind of new challenge which service providers ought to face (Hsieh, Hsieh, Chiu, & Feng, 2012). Integrating information technology and SQM not only made a company obtain a high benefit but also increased customer involvement (Pearson et al., 1995). For instance, ski resorts were struggling to promote the integration of mobile technologies and services, including an online coupon, satellite positioning and QR codes; the service quality management which mixed the technologies and services had a positive impact on consumer involvement (Duchessi & Lauría, 2013). Sanchez-Franco and Rondan-Cataluña (2010) estimated their data with partial least squares (PLS), and illustrated that Virtual Tourist and Lonely Planet had built a website for enhancing customers’ involvement and catering to highly-involved customers who spent considerable time to search for information (Sanchez-Franco and Rondan-Cataluña, 2010). Hence, service quality management played a significant role in increasing customer involvement (Kim & Moon, 2009). There was a significant correlation between customer-related works and SQM dimensions; thereby intensifying SQM mechanism could achieve the customers’ expectations much easier (Agus & Hassan, 2011). There was the strong correlation between SQM practices and customer involvement (Choi & Eboch, 1998). When a company was motivated by CSR to serve society and customers, consumers tended to believe it which was trustworthy (Kim & Lee, 2012). Service quality management was measured by CSR perceived by consumers, and correlation analysis demonstrated that good employees 11.

(22) involved customers deeply, and influenced their repurchase intentions (Chen, Lin, Cheng, & Tsai, 2012). The empirical results demonstrated that eco-friendly collaboration, organizational commitment, and society pressure influenced firms' CSR positively and significantly (Yen & Yen, 2012). Because producers sought to market with their services, their criteria was based on the consumer’s own assessment of service quality management and corporate social responsibility (Hansen, 2001). In a nutshell, the primary tasks of service suppliers were meeting the customers’ expectations and protecting the organization’s interests (Nguyen, 2006). If there was the cognitive dissonance, which might arise from a gap between expectation levels and actual experience levels (Kim & Moon, 2009). O’Donnell & Entwistle (2004) investigated how consumer involvement affected their purchase decision by semi-structured telephone interviews; a part of the interviewees reflected, “Consumer involvement could make quality better and supervised legality of operation management”. It verified the aforesaid argument. So the company should consider the following: (a) how they would assess the service quality; (b) how their customers assessed the service quality; as well as, (c) whether the company and their customers’ interpretation corresponded or not; an inconsistency could lead to the two parties didn’t interact anymore (Hansen, 2001). As shown in figure 2-1, it was on the next page.. 12.

(23) consumers' criteria. firms' criteria. Figure 2-1 Different Quality Perceived Note. From “Quality in the marketplace: A theoretical and empirical investigation,” by European Management Journal, 19(2), 203-211. Copyright 2001 by Hansen, T.. Quality of Service (QoS) management referred to a series of practices of ensuring whether users’ service requirements were contented or not (Katchabaw, Lutfiyya, & Bauer, 2005). In order to improve the quality of services, it was necessary to evaluate the level of customers’ involvement and understand what they wanted the most (Lepkova & Uselis, 2013). Sustainability was related to quality, natural ecology, sanitation and safety (Jørgensen, 2008). Sustainable operation was one of vision of corporate social responsibility. With a view to retain in the market, the thing that business lasted forever was inevitable (Rexhepi, Kurtishi, & Bexheti, 2013). CSR had evolved since 1950s; quick a few definitions came into being during the 1960s; proliferated in the 1970s; more mature empirical research appeared during the 1980s (Carroll, 1999). As a matter of fact, giving a definition of corporate social responsibility was not easy 13.

(24) because CSR was not single or could sum up in a word. Look back into the history of corporate social responsibility. Although corporate social responsibility was not fresh field of the academic circle, but CSR gained attention recently in practice circle (Rexhepi et al., 2013). After all, the term of corporate social responsibility was used to describe how to meet social and environmental expectations, rather than profit-oriented (Pomering & Johnson, 2009). The department of Trade and Industry in the United Kingdom defined CSR as “ the integrity with a which company govern itself, fulfills its mission, lives by its value, engages with its stakeholders, measures its impact and reports on its activities” (Rexhepi et al., 2013: p.532). The customers with CSR orientation would urge the firms to improve quality (Tang & Tang, 2012). Regarding the CSR part, the enterprises should produce commodities with better quality and be responsible to their customers, and perceived service quality management and perceived corporate social responsibility had the positive relationships with consumers involvement (Chen et al., 2012). Ethic and value were the natures of accomplishing the firms’ prospects; as a result, corporate social responsibility had a profound influence; because the looser an ethical standards in a organization were, the more impossible successful service quality management was (Leonard & McAdam, 2003). Parast & Adams (2012) found that top management support for quality was the main driver for corporate social responsibility practices (Parast & Adams, 2012). They had more opportunities and persuasive power to boost consumer confidence (Leonard & McAdam, 2003). Choi & Eboch (1998) empirically examined a meditational model of SQM, in which SQM practices had a direct impact on customer involvement and an indirect impact mediated through performance (Choi & Eboch, 1998). Any work or task had to proceed in a friendly atmosphere so as to create a good service quality culture; excellent SQM was the first step for continuous improvement (Stanley & Wisner, 14.

(25) 2002). Enterprises should provide expected services for the sake of survival, even beyond the consumers’ expectation (Benner, Linnemann, Jongen, & Folstar, 2003). Positive customers–firm power on SMEs' environmental performance would be enhanced when customers' CSR orientation was high; on the contrary, when consumers' CSR orientation was low, this type of consumers preferred to something cheap rather than environmental protection (Tang & Tang, 2012). People hated corporate malpractice which could harm their health and safety, and that was a kind of injury for them (Jørgensen, 2008). Perhaps due to this public scrutiny, McDonald also promoted healthy eating and campaigns (Kim & Lee, 2012). The primary objective of the firms was to content their customers (Choi & Eboch, 1998). With a view to taking the next step towards implementing more sustainable management systems, strengthening interaction with customers was necessary (Jørgensen, 2008). Since the regression coefficient between CSR and internal quality results was significant, and there was a positive link between internal quality results and external quality results; thus, the results could conclude that CSR had an indirect effect on consuming behavior (Parast & Adams, 2012). Simply put, offering CSR-related services involved consumers to incline to them (Loussaïef et al., 2014). Thus, external society propelled companies to alter their internal SQM structure; in general, employees with the concept of CSR performed better (Tsui, Pearce, Porter, & Tripoli, 1997). Competitive pressure forced services organizations to reform, and eradicates the opaque and error-prone processes (Pamfilie et al., 2012). The norm of CSR was helpful to making dollars and attracting customers; thus, CSR was not a fringe activity anymore (Skarmeas & Leonidou, 2013).. 15.

(26) 2.1.1 Brief summary. Customers were the final evaluators or judges of SQM (Cheung and To, 2011). Internal customers, namely workers needed safe and clean work environments; external customers hope that something which they had bought presented no negative environmental consequences (Rahimi, 1995). Service quality management without CSR wouldn’t create good quality peripheral services and lead an individual to increase involvement (Kim & Trail, 2010). CSR had a wide range of performances. With the exception of quite a few philanthropic dedication, creating nonspecific public goods that were broadly available to a local or national community was also included (Burke & Logsdon, 1996). Sandve and Øgaard (2014) made a survey with a 7-point questionnaire and indicated the personal experience of CSR made an intensive impact on his/her decision-making involvement (Sandve and Øgaard, 2014). In view of the circumstance, comply with corporate social responsibility was an indispensable step for realizing the value of service quality management. Corporate social responsibility had gradually become one of purchasing conditions which consumers considered. Whatever the quality appraisal of commodities or service staffs was, people’s well-being was the primary consideration. In accordance with these reasoning above, the first hypothesis was formulated:. Hypothesis 1. Perceived corporate social responsibility has a partial mediating effect between perceived service quality management and customer involvement.. 16.

(27) 2.2 Image Advertising and Service Quality Management. The core value of SQM was not only the uniqueness of services, but also various factors, such as styles, images, quality or some such stuff (Snyder & DeBono, 1985; Lin, 2007). The interactive effects of service workers and service quality management made a significant impact on corporate image advertising; moreover, evaluating corporate image advertising was a challenge for advertisers because the nature of services and advertising was intangible (Nguyen, 2006; Li & Du, 2012). Service quality management had a direct and positive effect on the corporate image advertising (Wu, Yeh, & Hsiao, 2011). Enterprises dedicated to service quality management for getting competitive advantage, and advertising expenditures would increase (Hyun, Kim, & Lee, 2011). Enterprises would plug their SQM through their image advertising. And, image advertising was contagious. Corporate image advertising had a direct and positive effect on the purchase intention, and marketers could design corporate image advertising based on service quality management of a store (Wu et al., 2011). From design to internal operation, from business communication to system construction, corporate image appeared on each dimension (Schmitt, Simonson, & Marcus, 1995). Service suppliers were like a mirror of corporate image, especially the front-line employees who were the first point of service procedure (Nguyen, 2006). Service quality management had a great extent attribute of corporate image which was often delivered through advertising messages (Nguyen, 2006). The intangible assets included: research, advertising, goodwill, patents, customer relationships or some such stuff; their value of existence were to obtain economic benefits (Besana & Clavenna, 2012). Advertising media acted a key role in fields of marketing, and different media could create different effects; there were five major channels of 17.

(28) advertising: magazine or newspaper, television, radio broadcast, Internet, and mobile communications (Wahba, 2012). The advertising formats diversified, which assisted firms and advertisers in predicting the consumers' preferences and desires (Chen & Hsieh, 2012). And the service provider could enhance SQM through this manner. As a consequence, targeting users became efficient and effective (Li & Du, 2012). Image advertising shaped consumer perceptions of service quality management (Loussaïef et al., 2014). Corporate image advertising was a marketing communications technique for informing audiences of CSR initiative (Pomering & Johnson, 2009). Corporate image advertising assisted firms to attract target groups, and it made a great impact on consumers’ buying intentions (Nguyen, 2006). Governments-, rivals-, and the media-CSR power difference indeed significantly affected customer involvement (Tang & Tang, 2012). Sometimes, the firms diffused image advertising through collaborating with external organizations and sponsoring campaigns (Hou & Reber, 2011). Taking advantage of celebrity endorsement potentially influenced corporate image advertising and consumers’ purchase decisions (Glover, 2009). Min, Martin, & Jung (2013) suggested enterprises develop compelling CIA to motivate consumers. Different type of advertisements attracted different consumer groups: High self-monitoring consumers preferred image-oriented advertisements, and they were willing to pay more to have a try; by contrast, low self-monitoring consumers preferred product-oriented advertisements (Snyder & DeBono, 1985). Corporate image advertising involved in their effect on consumers attitudes, buying intentions and the organization’s reputation (Steltenpool & Verhoeven, 2012). The type of interactive experience with image advertising could determine the customers’ emotions and the process delivering information (Laurent & Zaichkowsky, 2005). Nostalgia had recently become in vogue; excellent service quality management 18.

(29) and immortal corporate image advertising made some old brands evoke new economy (Holak, Matveev, & Havlena, 2008). The second successor of Gucci said “Quality is remembered long after the price is forgotten” (Baron, 2011: p.54). A pro-social agenda indicated that image advertising was a powerful marketing tool which could make a company’s reputation prominent and get more feedback (Brønn & Vrioni, 2001). In order to shape or build corporate image of service quality management, companies invested in image advertising much more (Besana & Clavenna, 2012). Service quality management which added the welfare of both society and individual could increase the benefit of image advertisement (Min et al., 2013). To benefit from SQM activities, companies needed to adopt corporate image advertising strategies that could positively trigger consumers’ purchase decisions; in addition, consumers might choose eco-friendly goods in order to save our environment and boycott companies that produced toxic products (Kim, Kang, & Mattila, 2012). Mentioning environment protect, the environmental crisis was the greatest challenges in this century; as shown in figure 2-2, environmental trend was growing in the area of image advertising design (Wahba, 2012).. 19.

(30) environmental consumer environmental message. environmental culture. environmental advertising field. Figure 2-2 Relationship between Factors Affected in Environmental Ad. Note. From “Latest Trends in Environmental Advertising Design: Application Study of Egyptian Society,” by Procedia - Social and Behavioral Sciences, 51(0), 901-907. Copyright 2012 by Wahba, G. H.. When advertising CSR which were providing substantial information, changing perceptions and diverting strategies to project a positive impression towards customers and society, this CIA could help the customers to make an effective evaluation (Perks et al., 2013). Recent major business collapsed, as well as increasing customers’ expectations that firms made a contribution to society, business started engaging in non-economic activities; therefore, CIA was growingly being used to create the awareness of a firm’s CSR (Pomering & Johnson, 2009). More companies rivaled with other firms on intangibles assets, such as aesthetic, corporation experience and brands; Corporate Aesthetics Management (CAM) was a strategic tool which aroused people’s desire, and made the company more profitable by reducing communication costs and upgrading the corporate image (Schmitt et al., 20.

(31) 1995). Image advertising of service quality management could create a concrete image in short period (Nguyen, 2006). With respect to customer relationship management (CRM), retaining long-term relationships with customers was a managerial knowledge, because acquiring new customers needed high cost (Hsieh et al., 2012). The original definition of customer relationship management was a strategic process combining service management practices, resources and suitable customer information software to provide better services; the existence of a customer relationship management system was positively correlated with the development of advertisements and sponsorships marketing strategies (Garri, Konstantopoulos, & Bekiaris, 2013). Image advertising was the crucial lure in the early stages (Polo et al., 2011).. 2.2.1 Brief summary. Corporate image advertising was a kind of advertising technique which advertised a firm’s excellent quality and social responsibility for promoting its corporate image. Corporate image advertising was also a good opportunity of delivering information to the populace. Transparency could enhance the speed of dissemination (Zhang, Shen, Zhang, & Xiong, 2013). Although consumers were not able to evaluate and assess the quality of goods or services before purchasing, corporate image which was built by advertisements not only saved customers’ search costs, but also induced buyers to take extra expenses to buy commodities or services (Hennart, 1986). Due to the asymmetric information, corporate image advertising became one of the measures for firms to convey service quality management to consumers (Tsui, 2012). Bush, Bush, & Nitse (1991) also suggested that marketers of services should make use of corporate image in their advertising approach to its full potential. Given an example 21.

(32) of global brand image advertising of Shangri-La Hotels and Resorts, they described their service quality management as the characteristics and nature of husky. The slogan of this image advertising was “the great kindness stems from the natural instincts”. In addition, Virgin Atlantic Airways had a creative image advertisement for proclaiming flight safety. It aimed to show that service quality management of Virgin Atlantic Airways was reassuring and considerate. The components of SQM contributed to enhance corporate image advertising which had to do with brand, building, variety of services, nostalgia, ideology and so on (Nguyen, 2006). Therefore, the more complete service quality management was, the more abundant information delivered were. Firms with high service quality management agreed to invest more into corporate image advertising (Tsui, 2012). Based on such considerations, the paper hypothesized as follows:. Hypothesis 2. Service quality management has a positive relationship with image advertising.. 22.

(33) 2.3 Customer Involvement and Image Advertising. The concept of customer involvement was a powerful annotation on consumer behavior (Lockshin, Spawton, & Macintosh, 1997). “Involvement” was a potential and key ingredient of consumer behavior and it had two dimensions, intensity and direction (Mitchell, 1979). Consumers’ approach behaviors included all positive behaviors that might be directed at a particular place, such as desire to stay, explore, and involve (Kim & Moon, 2009). Involvement was viewed as a bridge between a consumer and an object, and reflected the strength of the consumer’s awareness (O’Cass, 2000). Consumers were identified as someone influenced by products or services (Stenmark, Tinnsten, & Wiklund, 2011). Human sense organs were stimulated by ambient conditions which influenced human involvement (Nguyen, 2006). People with different demand orientation gave the different interpretation about the same service experience (Laurent & Zaichkowsky, 2005). As far as same services were concerned, everybody had different feelings and thoughts in intensity and nature (O’Cass, 2000). It was important to identify the users’ requirements as early as possible and an approach to identifying expectations was to involve the customers in the service processes (Stenmark et al., 2011). Customer involvement was one kind of attentive behavior. People were involved not only with a service, but also with shopping and the advertisements (O’Cass, 2000). From total absorption to lack of interest, consumers’ involvement was continuous (O’Cass, 2000). As a result, highly-involved consumers spend more time and efforts considering (Lockshin et al., 1997). The consumers thought over their preferences and desires, and advertising could respond to the market requirements, as well as the social culture; for instance, environmental advertising message involvement had a 23.

(34) strong impact on advertisement processing through convincing consumers (Wahba, 2012). Image advertising was communication form which was designed to persuade (Patrick & Hagtvedt, 2011). Image was a symbol (G. Ad”r, Adr”, & Pascu, 2012). Heuristic processing of image advertising, which was like a shortcut to infer consumers’ evaluations to the target, could directly influence consumers’ judgments and feelings (Geuens, De Pelsmacker, & Faseur, 2011). The audience wanted image advertising to be satisfactory and touching (Mackay, 2014). Image advertising could influence customer involvement directly or indirectly, and further affected purchase decision-making (Ryu et al., 2008). Internet had emerged since about fifteen years ago; search engine calculated the number of keywords to analyze (Zhang et al., 2013). Especially, with the prevalence of community sites, such as Plurk, blogs or YouTube, CIA was released through video or network to disseminate their services information (Huang et al., 2013). As shown in figure 2-3, image advertising was a peculiar work, and its elements included symbols, pictograms, images or some such stuff (V. Ad”r, Ad”r, & Pascu, 2012). If collocated carefully, consumers could result in more mental imagery and favorable attitudes toward the image advertising (Aydınoğlu & Cian, 2014).. 24.

(35) words colors. images. IA proportions. signs shapes. Figure 2-3 The Six Thinking Scheme Note. From “Graphic Advertising, as A Specialized Tool of Communication,” by Procedia - Social and Behavioral Sciences, 51(0), 645-649. Copyright 2012 by Ad”r, V., Ad”r, G., & Pascu, N. E.. To this end, consumers were exposed to image advertising and felt familiar (Hyun et al., 2011). In familiar advertisements, the decision maker could potentially retrieve a stimulus location from memory, which might promote customers to make decision faster; when consumers agreed with a corporate image advertisement, they might ignore the price (Orquin & Mueller Loose, 2013). Alternatively, consumers with high involvement could rapidly believe image advertising, and that would lead to attitudinal and behavioral changes (Spielmann & Richard, 2013). With the purpose of inducing consumers’ positive involvement, it was necessary to maximize IA effectiveness (Hyun et al., 2011).. 25.

(36) 2.3.1 Brief summary. Corporate image which customer perceived and their involvement intention down the road were mainly influenced by corporate image advertising (Kim & Trail, 2010). The interplay between an image ad and consumers ultimately affected their attitudes toward the type of communication (Aydınoğlu & Cian, 2014). After all, CIA had an impact on customer involvement. Every image advertising had to be designed into a structural harmony (V. Ad”r et al., 2012). Customers were likely to pay closer attention to image advertising because image advertising shared a strong emotional appeal, which could increase advertising effectiveness (Gijsenberg, 2014). Respecting the above facts, this paper made the following hypothesis:. Hypothesis 3. Image advertising and customer involvement have a significant correlation.. 26.

(37) 2.4 Customer Involvement, Image Advertising and Service Quality Management. Image advertising was regarded as a bridge between the people and the enterprise (G. Ad”r et al., 2012). Experiential involvement impacted satisfaction and repeat patronage (Hausman, 2011). Customer pressure also influenced the content of firms' CIA positively and significantly, and CIA could increase customers' awareness of CSR; empirical observations demonstrated that consumers asked suppliers to proceed with green programs (Yen & Yen, 2012). For example, O'right announced that its green hair care was natural, pure and eco-friendly in its image advertising in 2012. Lee & Shin (2010) found there was a significant positive relationship between the awareness of CSR and consumers’ involvement; if consumers lacked awareness of CSR, they would hesitate when buying; thus, managers had to seek more efficient and effective communication tools (Lee & Shin, 2010; Nguyen & Leblanc, 2001). Generally speaking, the enterprises used more marketing strategies to promote their services and merchandises, such as corporate image advertising and publicity that could attract more attention (Chen et al., 2012). Corporate image advertising aimed at improving the corporate image (Sandberg, 2012). An example of wine advertisements, everyone knew that alcohol was harmful to health. Steltenpool & Verhoeven (2012) designed two advertisements from two fictitious vintners. The result showed that people favor the advertisement with CSR message (Steltenpool & Verhoeven, 2012). CSR belonged to the management policies of the companies’ own. Pettigrew, Roberts, Chapman, Quester, & Miller (2012) suggested that negative themes also should be considered so as to attract attention (Pettigrew, Roberts, Chapman, Quester, & Miller, 2012). CIA with two-sided information could enhance 27.

(38) the credibility and purchase intention (Eisend, 2006). Credibility meant how much customers trusted enterprises, and the results demonstrated making buying choices had a mediating effect between credibility and customer involvement (Kautsar, Widianto, Abdulah, & Amalia, 2012). Consumers’ advertising involvement construct was significantly related to their attitudes and behaviors, and the level of advertising involvement also affected a company’s marketing approach (Spielmann & Richard, 2013). Customers’ feelings, attitudes and behaviors were derived from image advertising; if they preferred image advertising of a firm, their customer involvement would become higher (Nguyen & Leblanc, 2001). Customers were considered as one of key elements of the company prolonged survival; under these uncontrollable contexts, customer complaints occurred more diversely; therefore, the companies should make CIA which catered to Voice of Customer (VOC) (Pyon, Woo, & Park, 2010). Furthermore, customers expected that advertising was added with the elements of entertainment (Hyun et al., 2011). Hence, to reinforce consumers’ impressions, companies strived for the right spokesperson with no negative news (Chung et al., 2012). A good celebrity branding could assist managers in boosting image advertising and spurring larger audiences in shorter periods for benefiting from the overall positive mood, and that was the so-called “perceived utility” (Gijsenberg, 2014).. 2.4.1 Brief summary. Customer involvement was a prerequisite to business relationships (Sanchez-Franco and Rondan-Cataluña, 2010). Advertising was one of channels of advocating and marketing corporate image. The frequency of image advertising could evoke the target segment to make the buying decision and to ignore the price 28.

(39) consciousness (Baskaran & Pragadeeswaran, 2012). Advertising was also one kind of aesthetics. When it came to aesthetics, aesthetics was related to customer involvement (Sanchez-Franco and Rondan-Cataluña, 2010). If an enterprise handled aesthetics appropriately, it could add value (Schmitt et al., 1995). Corporate image advertising could create the company’s awareness. And investigating image advertising involvement could predict customers’ response to marketing strategies (Lockshin et al., 1997). Especially, mobile carriers typically left their personal information on their subscribers (Chen & Hsieh, 2012). In line with these well-supported observations above, the following hypothesis was proposed:. Hypothesis 4. Image advertising has a partial mediating effect between perceived service quality management and customer involvement.. 29.

(40) 3. Research design. 3.1 Research framework. H1 IVV： Perceived Corporate Social Responsibility Perceived Service Quality Management. H2. Customer Involvement IVV：. H3. Image Advertising. H4. Figure 3-1 Research Framework. This study had four constructs, including perceived service quality management, perceived corporate social responsibility, image advertising and customer involvement. Perceived corporate social responsibility was a mediator between perceived service quality management and customer involvement. The variables of perceived corporate social responsibility included “social equality and justice”, “economic growth”, as well as “health and safe”. Image advertising was more special 30.

(41) construct because it was a dependent variable at hypothesis 2, and it also became an independent variable at hypothesis 3. In addition, image advertising played a mediating variable at hypothesis 4. Absolute independent variable was perceived service quality management and its variable was “service”. Customer involvement was merely a dependent variable role. O’Cass (2000) proposed four types of involvement: (a) product involvement; (b) purchase decision involvement; (c) advertising involvement and (d) consumption involvement. Due to the theme which explored whether image advertising affected customers’ selections or not, “purchase decision involvement” and “advertising involvement” were chosen to be a part of variables in this paper.. 3.2 Sample Target of study and range. This research theme embraced corporate social responsibility and service quality management. The sample targets of study were the consumers in Taiwan and didn’t distinguish regions the respondents come from. Convenience sampling was adopted because this study hoped to receive adequate samples in one month. There were three channels of carrying out the survey. The first, publish the on-line questionnaires on the websites of virtual communities and bulletin board system (BBS). The period of placing online survey was from February 1st, 2014 to February 28th, 2014. It aimed to provide someone whom I did not know. This activity drew the Internet users’ attention by the lottery and giving the points. The online data collection yielded 106 effective questionnaires from 153 netizens. The second, send emails with the link of the on-line questionnaire. It purposed to provide many people whom I was acquainted with. 116 emails were sent on February 31.

(42) 12th, 2014 and February 18th, 2014. 37 valid questionnaires were returned. The third, release paper form. Its target was also the strangers. These paper-based questionnaires were released on weekends in February. This way had accepted 265 effective responses from 300 passers-by.. 32.

(43) 3.3 Operational definition. Table 3-1 Operational Definition constructs. Variables. operational definition. Perceived Service Quality Service. Provide the goods with high consumer value and respond their needs faster (Agus & Hassan, 2011).. Management social Perceived. equality Attend to charitable contributions and encourage others to donate (Rexhepi et al., 2013). and justice. Corporate. economic. Social. growth. Responsibility. health and safe. Image. image. Advertising. advertising. What company govern itself was of integrity, created its value and engaged with its customers (Rexhepi et al., 2013). Consumers hope something they had bought presented no negative environmental consequences (Rahimi, 1995). CIA not only mattered the firm’s credibility but also delivered particular social problem which the firm was engaging with through its CSR initiative (Pomering & Johnson, 2009).. How deep a customer thought about buying choices on consuming information processing decision-making occasion (O’Cass, 2000). purchase. Customer Involvement. advertising. Advertising message involvement generated through fulfilling customers' needs (Wahba, 2012). The firms wanted to be able to impress the people during a few seconds (Chung et al., 2012).. 33.

(44) 3.4 Questionnaire design. This research used questionnaire survey. The type of questionnaire was a six-level structured questionnaire adapted from a five-level Likert scale and it ranged from 1 (strongly disapprove) to 6 (strongly approve). The objective of designing the six-point scale hoped that these repliers selected a certain tendency, rather than neutral. The contents of questionnaire were divided into five parts. The recourses of perceived service quality management came from Pearson et al. (1995) and Mar Fuentes-Fuentes et al. (2004). The references of perceived corporate social responsibility concluded Pearson et al. (1995), Lockshin et al. (1997), Kim et al. (2012), Pamfilie et al. (2012), Weber (2008) and Steltenpool & Verhoeven (2012). The questions about image advertising were based on Lockshin et al. (1997), Nguyen & Leblanc (2001), Kim et al. (2012) and Baskaran & Pragadeeswaran (2012). The questions about customer involvement were adapted to Lockshin et al. (1997), Hollebeek et al. (2007) and Chung et al. (2012). The last part was simple personal data, including gender, age group and academic degree. The questionnaire had a total of 47 questions. The period of preliminary test was from October 10th, 2013 to October 16th, 2013. On the stage of pre-test, this study pleaded with some classmates and neighbors to answer on the basis of their consuming experiences and to check whether these questions were proper or not. A total of 77 people were investigated, and 51 questionnaires were available. The reliability analysis was conducted by calculating the Cronbach alpha for each scale and the minimum criterion should meet 0.7 (Hair, Anderson, Tatham, & Black, 1998)(refer to Prajogo & Sohal, 2004). Jr, Black, Babin, & Anderson (2009) also wrote in their book. Each statistical result was- perceived SQM: 0.865; perceived CSR: 0.823; IA: 0.819; CI: 0.745. In the aspect of 34.

(45) Kaiser-Meyer-Olkin (KMO), Kaiser (1974) recommended a bare minimum of 0.5 and that values between 0.5 and 0.7 were mediocre, values between 0.7 and 0.8 were good, values between 0.8 and 0.9 were great and values above 0.9 were superb (Hutcheson & Sofroniou, 1999)(refer to Field, 2009). The results of the construct validity wereperceived SQM: 0.782; perceived CSR: 0.686; IA: 0.749; CI: 0.622. According to the explanation about reliability and validity and data, these statistical results could certify the questionnaire was feasible. As per two papers about customer involvement, Cheung and To (2011) used 349 usable samples in China, and Sanchez-Franco and Rondan-Cataluña (2010) collected 324 valid samples in Spain. Besides, according to the statistical result which was calculated by G-Power, this research had to collect 395 valid samples at least. The study intended to use Statistical Product and Service Solutions (SPSS) to preceed descriptive statistical analysis and regression analysis. Linear regression analysis was used to evaluate if there was the mediating effect of perceived corporate social responsibility or image advertising between perceived service quality management and customer involvement. And this paper judged whether the second hypothesis as well as the third hypothesis was accepted or not through regression analysis. Secondly, the formal testing was carried out from February 1st, 2014 to February 28th, 2014.. 35.

(46) Table 3-2 Questions of Perceived SQM construct. Questions 1.. I care whether the companies improve their service attitude or not.. 2.. I care whether the companies improves the service process or not, such as after-sales maintenance.. Perceived Service Quality Management. 3.. I care if the quality of products delivered is good or not.. 4.. I care servers’ service attitude.. 5.. I care if the quality of service process is good or not.. 6.. I am looking forward to the thing that the companies increase flexibility in meeting customers’ demands. 7.. I would observe the companies’ attitude when handling the crisis; for example, remove the illicit products off selves soon.. 8.. I think satisfying customers’ expectations is the most pivotal task of a firm.. 9.. I would notice whether the companies draw a lesson or not.. 10. I hope that the companies can continuously innovate or improve all products or services. 11. I think the companies’ services should change as technology moves on; for instance, increasing new online purchasing channels. Note. From Pearson et al. (1995) and Mar Fuentes-Fuentes et al. (2004). 36.

(47) Table 3-3 Questions of Perceived CSR Constructs. Questions 1.. I care whether the companies engage in the activities for public welfare or not.. 2.. I believe that corporate social responsibility can significantly improve quality of services or commodities.. 3.. I think that by performing corporate social responsibility the company can significantly update service quality.. 4. Perceived Corporate Social Responsibility. I believe that complying with corporate social responsibility is attractive to customers.. 5.. I think that practicing corporate social responsibility is a good method for retaining customers.. 6.. I feel that the companies’ reputation is really attractive to customers.. 7.. Whether the companies disclose the information concerned of the product or not, it will influence my buying option.. 8.. The companies’ information of corporate social responsibility will impact my purchase intention to this company.. 9.. I doubt the message about corporate social responsibility from a merchant who had gone against corporate social responsibility.. Note. From Pearson et al. (1995), Lockshin et al. (1997), Kim et al. (2012), Pamfilie et al. (2012), Weber (2008) and Steltenpool & Verhoeven (2012). 37.

(48) Table 3-4 Questions of IA constructs. Questions 1.. Marketing advertising excites me.. 2.. I enjoy the atmosphere of marketing advertising when I shop.. 3.. I would focus on the warning from advertisements.. 4.. I think image advertising is an efficient disseminating channel.. Image Advertising. 5.. I think image advertising can induce me to purchase.. 6.. I think image advertising can speed the goods to be sold out.. 7.. I think image advertising can spread the companies’ recognition easily.. 8.. I think image advertising can affect my considerations of shopping.. 9.. Image advertising can draw my attention easily.. Note. From Lockshin et al. (1997), Nguyen & Leblanc (2001), Kim et al. (2012) and Baskaran & Pragadeeswaran (2012). 38.

(49) Table 3-5 Questions of CI constructs. Questions 1.. I like to compare pros and cons between different products.. 2.. I am very concerned about something I purchase.. 3.. Deciding which item to buy would be an important decision.. 4.. I would think about the meanings of corporate image and the influences to the society.. 5.. I spend much time searching the information concerned, and I care the quality of goods much more.. Customer Involvement. 6.. I spend much time searching the information concerned, but I do not care the discounts.. 7.. I spend much time searching the information concerned, and I care the country of origin.. 8.. I spend much time searching the information concerned, but I do not care how many goods I buy.. 9.. I spend much time searching the information concerned, but I can ignore the price.. 10. I care about the credibility of spokesperson. Note. From Lockshin et al. (1997), Hollebeek et al. (2007) and Chung et al. (2012). 39.

(50) 3.5 Research procedure. Collect journals concerned and news. Observe customers'attitudes and behaviors. Design questionnaire and pilot study. Check the results of pilot study. Modify questionnaire. Formal administer. Multivariate analysis. Conclusion and suggestion. Figure 3-2 Stages of Research. 40.

(51) 4. Data analysis. 4.1 Sampling results. Table 4-1 Sampling Results the paper sent out. the paper returned. the return rate. Valid. invalid. the valid response rate. 569. 431. ≒76%. 408. 23. ≒95%. The paper needed 395 valid samples at least, which was evaluated by G-Power. Through the questionnaire, e-mail and online survey, this research investigated nearly 570 Taiwanese consumers. The way of handing out paper form, in particular, could get the best return effect. A total of 569 questionnaires were distributed, and 431 were returned in the end (The ratio of return was approximately equal to 76%), of which 408 were valid and 23 were invalid (The valid data account for 95% of the total questionnaires returned).. 4.2 Descriptive statistical analysis. The sampling distribution of gender was average. The most of respondents were 19 to 35 years old. It showed that young people were easy to be convinced. The respondents above 46 years old were the least. It would be the limitation of this study. In the case of education background, the people with the Bachelor's degree were the most. 41.

(52) Table 4-2 Descriptive Statistical Results gender. number. percent. valid percentage. cumulative percentage. male. 203. 49.8. 49.8. 49.8. female. 205. 50.2. 50.2. 100.0. total. 408. 100.0. 100.0. age group under 18. number. percent. valid percentage. cumulative percentage. 39. 9.6. 9.6. 9.6. 19~25. 147. 36.0. 36.0. 45.6. 26~35. 112. 27.5. 27.5. 73.0. 36~45. 54. 13.2. 13.2. 86.3. 46~55. 33. 8.1. 8.1. 94.4. above 55. 23. 5.6. 5.6. 100.0. 408. 100.0. 100.0. total degree. number. percent. valid percentage. cumulative percentage. under junior high school. 15. 3.7. 3.7. 3.7. high school. 50. 12.3. 12.3. 15.9. college. 230. 56.4. 56.4. 72.3. graduate school. 113. 27.7. 27.7. 100.0. total. 408. 100.0. 100.0. 4.3 Reliability and validity analysis. A total of 431 consumers were investigated, and 408 questionnaires were available. Cronbach alpha of each construct was- perceived SQM: 0.901; perceived CSR: 0.869; IA: 0.892; CI: 0.797. KMO of each construct was- perceived SQM: 0.913; perceived CSR: 0.880; IA: 0.877; CI: 0.803. These results showed the columns. 42.

(53) in the questionnaire were highly believable, which could be used to evaluate customer involvement.. 4.4 Hypothesis testing. Table 4-3 Regression between Constructs of Perceived SQM and CI s.c.. u.c. b value. s.e.. (constant). 2.275. .281. Perceived SQM. .438. .053. beta d.. t. .379. significance 8.089. .000. 8.250. .000. a DV: customer involvement. Table 4-4 Regression between Constructs of Perceived SQM, Perceived CSR and CI u.c. b value. s.c. s.e.. (constant). 1.645. .276. Perceived SQM. .144. .063. Perceived CSR. .429. .057. beta d.. t. significance 6.044. .000. .124. 2.282. .023. .414. 7.591. .000. a DV: customer involvement. In order to identify whether hypothesis 1 was accepted or not, this study had to conduct the regression testing for two times. First of all, the boldfaced number in Table 4-3 must be less than 0.05. Then, the research regarded perceived SQM and 43.

(54) perceived CSR as independent variables, and proceeded the regression analysis between them and CI. If the boldfaced number was less than 0.05, it meant there was a partial mediating effect between perceived service quality management and customer involvement. Besides, if the boldfaced number was more than 0.05, it indicated there was a perfect mediating effect between perceived SQM and CI. Therefore, the first time of regression testing was pivotal. The boldfaced number in Table 4-3 was less than 0.05. The boldfaced number in Table 4-4 was less than 0.05. It showed perceived corporate social responsibility had a partial mediating effect between perceived service quality management and customer involvement. In consequence, H1 was accepted.. Table 4-5 Regression Analysis of SQM and IA IA Pearson Correlation Sig. (1-tailed) N. SQM. IA. 1.000. .312**. SQM. .312. 1.000. .. .000. SQM. .000. .. IA. 408. 408. SQM. 408. 408. IA. The boldfaced number in Table 4-5 was p-value. P-value was less than 0.05. It meant that Pearson’s correlation coefficient was significant. Pearson’s correlation coefficient of service quality management and corporate image advertising was 0.312. The value was positive. Thus, H2 was accepted.. 44.

(55) Table 4-6 Regression Analysis of IA and CI CI Pearson Correlation Sig. (1-tailed) N. IA. CI. 1.000. .514**. IA. .514. 1.000. CI. .. .000. IA. .000. .. CI. 408. 408. IA. 408. 408. P-value of Pearson’s correlation coefficient between image advertising and customer involvement was also significant. Table 4-6 showed Pearson’s correlation coefficient of image advertising and customer involvement was 0.514. According to Cohen (1988, 1992)’s suggestion, Pearson’s correlation coefficient ranged from 0 (no correlation) to 1 (perfect correlation): r≧.10 (small effect); r≧.30 (medium effect); r≧.50 ( large effect) (refer to Field, 2009). Because 0.533 was more than 0.50, there was a large effect. Thus, H3 was accepted. Image advertising was a great influence on customer involvement.. Table 4-7 Regression between Constructs of Perceived SQM, IA and CI u.c. b value. s.c. s.e.. (constant). 1.288. .270. Perceived SQM. .280. .050. IA. .388. .038. beta d.. a DV: customer involvement 45. T. significance. 4.777. .000. .242. 5.604. .000. .438. 10.135. .000.

(56) The boldfaced number in Table 4-7 was less than 0.05. The result established image advertising as the role of partial mediation variable between perceived service quality management and customer involvement. Therefore, H4 was accepted.. 46.

(57) 5. Conclusions and discussion. 5.1 Conclusions and discussion. Service quality management and corporate social responsibility were always discussed separately. Satisfying SQM maybe just gave consumers a good impression. However, the performance of CSR was another suspect issue. So there was a bifurcation between them. Service quality management and corporate social responsibility were both the strategic imperative. According to the data analysis in this study, hypothesis 1 was accepted. Perceived corporate social responsibility had a partial mediating effect between perceived service quality management and customer involvement. Norms and cultures were different in every industry. It was difficult to keep up with them all. Companies had to be concerned about everyone’s well-being as possible as they could. The integration of SQM and CSR should be designed based on customer involvement levels. Enterprises could not overlook the importance of SQM or CSR. After all, service quality management was not as same as corporate social responsibility. As one of the intangibility commodities, services not only affected customers’ mood, but also influenced their patronage intention in the future. With advertising was surging ahead, this paper found that some enterprises which had implemented SQM well could develop awareness about image advertising. SQM was positively associated with image advertising. For instance, an airline firm regarded its attendants’ competences or degree of comfort as SQM indices and created a company's image advertising (Nguyen & Leblanc, 2001). The study also proved that image advertising had a profound influence on 47.