The Influence of Exposure to CSR Initiatives on Self-Perceived Corporate Reputation,and Satisfaction, and Purchasing Decision among Chinese Customers: A Case Study of Hainan Airline Company

Abstract

The purpose of this survey research aims to investigate the influence of exposure to CSR initiatives on customer’s perceived corporate reputation, satisfaction, and purchasing decision toward Hainan airline company. Two hundred questionnaires were distributed to samples, which have participated in CSR initiatives conducted by Hainan airline company in 2013. The means, standard deviation of data is being tabulated and analyzed by One-way Multivariate Analysis of Variance, Spearman Correlation, and Multiple Regression Analysis with the significance level of .05. The findings revealed the following results: 1. The samples’ exposure to CSR initiatives significantly influenced their perceived corporate reputation towards Hainan airline. Besides that, there is also a significant correlation between different exposure to CSR initiatives and some dimensions of corporate reputation such as the exposure to CSR initiatives in economy dimension significantly influenced their self-perceived corporate reputation in respect to Manfred’s two-dimensions. The exposure to CSR initiatives in social dimension, stakeholder dimension, voluntariness dimension and the combined dimension of environment and voluntariness significantly influenced customer’s self-perceived corporate reputation in respect to Reputation Quotient, 2. The samples’ self-perceived corporate reputation toward Hainan airline in respect to their personal cognitive and personal affective are positively correlated with and their self-perceived corporate reputation in respect to product and service, workplace environment, social and environmental responsibility, financial performance, market performance, vision and leadership. 3. The samples’ self-perceived corporate reputation in all dimensions is significant predictors of their satisfaction toward Hainan airline, attitude toward the CSR activity, and intention to purchase. Besides that, there is also significantly correlation between all the dimensions of corporate reputation and their satisfaction, attitude and intention to purchase of Hainan airline. In sum, the sample’s personal affective are significant predicts to their satisfaction toward Hainan airline while their personal cognitive as significant predicts to all dimensions of corporate reputation and customer’s satisfaction toward Hainan airline, attitude toward the CSR activity and their intention to purchase. The samples’ self-perceived, social and environmental responsibility and market performance are significant predictors of sample’s satisfaction toward Hainan airline. The samples’ self-perceived, social and environmental responsibility and financial performance are predictors of samples’ attitude toward the CSR activity. The samples’ self-perceived, workplace environment, market performance and vision and leadership are significant predictors of sample’s intention to purchase Hainan airline.