Assignment First

美国本科申请方法:社区道德行为的影响

本研究的主要目的是研究星巴克组织的道德行为是否会对公司的品牌形象产生影响。本研究通过问卷调查的方式进行调查,研究结果表明,不同世代的顾客对两种影响方式的态度不同。首先,在X代,环境伦理行为对品牌形象的影响比Y代更为显著。其次,在Y世代,社区道德行为的影响比X世代更为显著。

美国本科申请方法:社区道德行为的影响

文献综述部分探讨了以往专家的科学研究,将不同的研究变量联系起来。研究过去的研究对于定义研究的范围是至关重要的,因为它可以让研究人员找到尚未充分研究的最重要的变量。本研究旨在探讨诚信行为对顾客满意程度、忠诚度及购买决定的影响。以顾客、员工、环境三个方面的道德行为为自变量,以品牌形象(功能性、象征性、体现性形象)为中介变量,以顾客满意度、忠诚度、购买决策为依存性。

美国本科申请方法:社区道德行为的影响

The main purpose of this study on the Starbucks is to find whether the ethical behaviour of the organisation is impacted on the brand image of the company or not. The research survey is conducted through questionnaires and the result of study shows that the different generations of the customers have the different attitudes toward in two influential ways. Firstly, in the X generation, the influences of the environmental ethical behaviour on the brand image are more significant than with in Y generation. Secondly, in the Y generation, the impact of community ethical behaviour is more significant than with the X generation .

美国本科申请方法:社区道德行为的影响

The literature review section explores the scientific researches done by the experts in past to relate the different research variables. A study of the past research is essential in defining the scope of the research as it allows the researcher to find the most important variable which is not yet fully studied. The current research explores the impact of the ethical behaviour of the organisation on the satisfaction level, loyalty and the buying decision of the customers. Three aspects of ethical behaviour are taken (customers, employees and environment) as an independent variable, the brand images (functional, symbolic and experiential image) are taken as intermediary variable and the satisfaction, and loyalty and buying decision of the customers are taken as the dependent .