Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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The Effects of Corporate Social Responsibility (CSR) Activities on Customer Trust and Customer Satisfaction in the Family Restaurant

패밀리레스토랑의 사회적 책임 활동이 고객신뢰 및 고객만족도에 미치는 영향

  • Jung, Hyo-Sun (Dept. Culinary Service Management, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Dept. Culinary Service Management, Kyung Hee University)
  • 정효선 (경희대학교 조리.서비스경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Published : 2012.06.30
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Abstract

The purposes of this study were to understand the influence of customer perceptions of corporate social responsibility (CSR) activities in family restaurants on customer trust and satisfaction. Based on results form 395 family restaurant patrons obtained empirically, we reviewed the reliability and fitness of a research model and verified two hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested using a structural equation model (SEM). Hypothesis 1, which hypothesized a positive relationship between customer perception of CSR activities and customer trust was partially supported. Additionally, hypothesis 2, in which customer perception of CSR activities had significant positive effects on customer satisfaction, and customer trust had significant positive effect on customer satisfaction (Hypothesis 3 was supported). Finally, customer trust performed a partial role as a parameter in the causality between CSR activity in the family restaurant and customer satisfaction. Limitations and future research directions are also discussed.

Keywords

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