Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The effect of CSR components on customer satisfaction and customer civic behavior through corporate image

CSR 구성요인이 기업이미지를 통해 고객만족과 고객시민행동에 미치는 영향

  • Ahn, Tae-Hyuk (Dept. of Culture & Techno, Changwon National University) ;
  • Jung, Young-Ju (Dept. of Food Service Management & Culinary Art, Busan Institute of Science and Technology)
  • 안태혁 (창원대학교 문화테크노학과) ;
  • 정영주 (부산과학기술대학교 호텔외식조리)
  • Received : 2021.08.24
  • Accepted : 2021.11.20
  • Published : 2021.11.28
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Abstract

The purpose of this study is to present the current status and implications of companies in relation to the nature of CSR based on the theoretical background of corporate social responsibility (CSR). For consumers using mobile phones from Samsung, LG, and Apple, the impact of CSR components on corporate image, customer satisfaction, and customer citizenship behavior was analyzed. Economic responsibility, ethical responsibility, and philanthropic responsibility all have positive effects on corporate image. However, it was found that legal responsibility did not pay attention to the corporate image. And the corporate image was found to have a positive (+) effect on customer satisfaction and customer citizenship behavior. The results of this study suggest that companies need to devise a systematic CSR education system for their stakeholders.

본 연구에서는 기업의 사회적 책임(CSR)의 이론적 배경을 기반으로 CSR의 본질과 관련한 기업의 현황을 알아보고 그 시사점을 제시하고자 한다. 국내 휴대폰 시장에서 점유율이 높은 삼성, LG, Apple 등을 이용하는 소비자를 대상으로 CSR의 구성요소가 기업이미지, 고객만족, 고객시민행동에 어떠한 영향을 미치는지 분석하였다. 설문조사를 시행하여 213부를 구조방정식모형 분석에 사용하였으며. CSR의 구성요인 중에서는 경제적 책임, 법적책임, 윤리적 책임, 자선적 책임과 같은 네 가지 요인이 도출되었다. 결과적으로 경제적 책임, 윤리적 책임, 자선적 책임은 모두 기업이미지에 정(+)의 영향이 검증되었다. 그러나 법적 책임은 기업이미지에 유의하지 않은 것으로 나타났다. 그리고 기업이미지는 고객만족과 고객시민행동에 정(+)의 영향을 미치는 것으로 나타났다. 이와 같은 연구 결과는 기업 차원에서 종업원들의 CSR에 대한 본질적 이해를 돕고 고객이 인지하는 CSR의 수준을 높일 수 있도록 기업의 이해관계자들에 대한 체계적인 CSR 관련 정보공개 및 교육 시스템의 구축을 강구할 필요가 있다는 것을 시사한다.

Keywords

Acknowledgement

This research is financially supported by Changwon National University in 2021-2022.

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