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The Effect of Customer Orientation on Customer Loyalty and Organizational loyalty Mediated by Ethical and Discretionary Responsibility

고객지향성이 윤리적 책임과 재량적 책임을 매개로 고객충성도와 조직충성도에 미치는 영향

  • Cha, SuJin (Department of Business Administration, Chung-Ang University) ;
  • Hwang, Kumju (Department of Business Administration, Chung-Ang University)
  • Received : 2018.08.30
  • Accepted : 2018.11.20
  • Published : 2018.11.28

Abstract

This study seeks to examine the effect of customer orientation on customer loyalty and employee loyalty mediated by two dimensions of corporate social responsibility (CSR), discretionary and ethical dimensions. This study examined the effects of customer orientation on discretionary responsibility and ethical responsibility. Additionally, it examined the effect of discretionary responsibility and ethical responsibility on customer loyalty and organizational loyalty. In order to verify the hypothesis, we surveyed the employees of large companies and analyzed 239 valid data. First, customer orientation has a significant positive impact on discretionary responsibility. Second, customer orientation has a significant positive impact on ethical responsibility. Third, discretionary responsibility has a significant positive impact on customer loyalty. Fourth, discretionary responsibility has a significant positive impact on organizational loyalty. However, ethical responsibility does not predict customer loyalty and organizational loyalty. Theoretical and practical implications of the results of this study, limitations and directions for future research are discussed.

Keywords

Customer orientation;Corporate Social Responsibility(CSR);Discretionary responsibility;Ethical responsibility;Customer loyalty;Organization loyalty

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Fig. 1. Hypothetical model

Table 1. Basic statistical analysis result

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Table 2. Correlation analysis result

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Table 3. Correlation analysis result

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Table 4. Results of confirmatory factor analysis

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Table 5. The results of the model fit

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Table 6. The results of the research hypothesis

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Acknowledgement

Supported by : 중앙대학교

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