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The Effects of Corporate Social Responsibility on Customer Satisfaction and Customer Citizenship Behavior: Mediating Effects of Company Image and CSV

기업의 사회적 책임이 고객만족과 고객시민행동에 미치는 영향: 기업이미지와 CSV의 매개효과

  • Ahn, Tae-Hyuk (Dept. of Culture & Techno, Changwon National University) ;
  • Park, Bong-Gyu (Dept. of Hotel & Convention Management, Dong-eui University)
  • 안태혁 (창원대학교 문화테크노학과) ;
  • 박봉규 (동의대학교 호텔컨벤션경영학과)
  • Received : 2017.03.01
  • Accepted : 2017.04.20
  • Published : 2017.04.28

Abstract

This study examined the effects of CSR characteristics on company image, CSV, customer satisfaction, customer citizenship behavior for customers using mobile phones of Samsung, LG, Apple, and Pantech in domestic market. 213 questionnaire samples are used to test 10 hypotheses using structural equation model with AMOS. Results of testing are as follows: First, economic responsibilities, law-ethical responsibilities and philanthropic responsibilities factors of CSR influence positively to company image. Second, economic responsibilities does not influence to CSV. Third, company image influence positively to customer satisfaction and customer citizenship behavior, but CSV does not influence to customer satisfaction This study shows that CSR, company image, CSV are important for customers' increasing customer satisfaction and customer citizenship behavior. Implications and limitations of this study also suggested.

Keywords

CSR;Company image;CSV;Customer satisfaction;Customer citizenship behavior

Acknowledgement

Supported by : 동의대학교

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