Effects Relationships among CSR, Perceived Service Quality, Brand Image, Trust and Customer Loyalty

Won-Seok Bang(방원석),Woo-Hea Dong(동우혜),Ji-Eun Yoo(유지은),Ki-Han Chung(정기한) 한국경영학회 2015 한국경영학회 통합학술발표논문집 Vol.2015 No.08

Today, customers consider engaging in an environmentally friendly behavior and healthy food. Due to this reason, fast food corporate endeavors diverse ways such as CSR activities, new manus. The purpose of this paper is to investigate the effects of environmental corporate social responsibility (CSR) (ethical responsibility, environmental responsibility and well-being responsibility) on perceived service quality and brand image, as well as relationships among perceived service quality, brand image, trust, loyalty for fast food restaurant. The study is quantitative in nature, using the responses of 51 university students for pre-test. The data analysis is performed by AMOS 18. A survey was used to evaluate how CSR influences customer perceptions of the service quality in fast-food restaurants and brand image as well as the effect of trust on loyalty. Confirmatory factor analysis including second-order confirmatory factor were used to assess the reliability and validity of constructs. Structural equation modeling was employed to assess the hypothesized relationships among CSR, perceived service quality, brand image, trust, loyalty. The study proposes that CSR has a positive effect on perceived service quality, but doesn’t have a positive effect on brand image. The implications of this study highlight the importance of managing CSR for corporations that intend to enhance perceive service quality and brand image. Therefore, fast food firms should consider how CSR activities in connection with corporate goal practice effectively and strategically as well as make the restaurant managers understand the relative importance of each of these elements. This paper is one of the first to highlight the effects of CSR for fast food restaurant as well as relationships among perceived service quality, brand image, trust and loyalty.

기업가적 마케팅이 기업의 사회적성과와 경쟁우위에 미치는 영향 -사회적 기업의 마케팅역량을 매개변수로-

방원석 ( Won Seok Bang ),박주영 ( Ju Young Park ),조동환 ( Donghwan Cho ) 한국유통물류정책학회 2022 유통물류연구 Vol.9 No.2

지속적인 성장을 기록해 온 창업기업은 최근 들어 투자금의 감소 등 변곡점에 놓여 있다. 이러한 상황에서 소비자의 요구를 파악하고 시장에 적응하는 마케팅 역량은 창업기업의 생존에 있어 매우 중요하다. 그러나 창업기업의 마케팅은 일반적인 마케팅과 달리 창업기업의 특성을 반영한 기업가적 마케팅이 이루어져야 하나, 이에 대한 연구는 여전히 부족한 실정이다. 본 연구는 기업가적마케팅의 효과성에 대한 연구로서 기업가적마케팅이 사회적성과와 경쟁우위에 미치는 직접적인 영향관계 및 마케팅역량을 매개로 한 간접효과를 분석하고자 한다. 본 연구목적을 위해 사회적기업과 소규모기업을 중심으로 설문지를 배포 및 수집하고 정화작업을 거쳐 212부를 최종분석에 사용하였다. 연구분석결과, 첫째, 기업가적마케팅 하위요소로 사회적 기업이나 소규모기업에 적합한 진취성, 혁신성, 위험감수성, 기회중심, 가치창출 등 다섯 가지를 제시하였다. 둘째, 기업가적 마케팅이 마케팅역량, 사회적성과, 경쟁우위에 각각 긍정적 영향을 미치는 것으로 입증되었다. 셋째, 마케팅 역량을 매개로 사회적성과와 경쟁우위에 간접적인 영향을 미치는 것으로 확인되었다. 이와 같은 연구결과를 바탕으로 기업가적마케팅은 기업의 성과와 경쟁우위를 창출하는 증대시키는 중요한 동인임을 제시한다. Start-ups that have recorded continuous growth are currently at an inflection point, such as a decrease in investment. In such a situation, the marketing ability to understand the needs of consumers and adapt to the market is very important for the survival of start-ups. However, unlike general marketing for start-up companies, entrepreneurial marketing that reflects the start-up characteristics should be done, but research on this is still lacking. As a study on the effectiveness of entrepreneurial marketing, this study aims to investigate not only the direct influence relationships of entrepreneurial marketing on social performance and competitive advantage, but also the indirect effect mediated by marketing competency. For the purpose of this study, 212 questionnaires were used for final analysis through purification, after distributing and collecting questionnaires centered on social enterprises and small companies. As a result of the research analysis, first, five sub-elements of entrepreneurial marketing were suggested, such as proactiveness, innovativeness, risk-taking, opportunity focus, and value creation as sub-dimensions for social or small-scale enterprises. Second, it has been proven that entrepreneurial marketing has a positive effect on marketing competency, social performance, and competitive advantage, respectively. Third, it was confirmed that entrepreneurial marketing had an indirect effect on social performance and competitive advantage through marketing capability. Based on these research results, it is suggested that entrepreneurial marketing is an important driving force that increases corporate performance and competitive advantage.

사회적 기업가정신이 지속가능성에 미치는 영향 -공공조직 구성원을 대상으로-

방원석 ( Won Seok Bang ),조동환 ( Dong Hwan Cho ) 한국유통물류정책학회 2021 유통물류연구 Vol.8 No.4

본 연구의 목적은 최근 사회적 기업가정신(social entrepreneurship)에 대한 관심은 전세계적으로 확산되는 시점에, 사회적기업가정신의 하위요인인 진취성, 혁신성, 위험감수성, 사회적지향성과 마케팅혁신, 그리고 지속가능성에 대한 영향관계를 파악하고자 한다. 연구대상은 정부산하 공공조직의 구성원을 대상으로 2021년 3월 15일부터 3월 25일까지 설문조사를 실시하여, 불성실한 응답자 및 정화작업을 거쳐 최종 234부를 분석에 사용하였다. 연구결과, 첫째, 사회적기업가정신의 하위요소로 기업가정신의 일반적 하위요인인 진취성, 혁신성, 위험 감수성외에 사회적지향성을 새롭게 제시하였다. 둘째, 사회적기업가정신의 구성요인인 진취성, 혁신성, 위험감수성, 사회적지향성이 각각 마케팅혁신에 미치는 영향을 검증한 결과 혁신성과 사회적지향성 요인만이 마케팅혁신에 유의미한 긍정적영향을 미치는 것으로 확인하였다. 셋째, 사회적기업가정신의 구성요인인 진취성, 혁신성, 위험감수성, 사회적지향성이 각각 지속가능성에 미치는 영향을 검증한 결과 혁신성과 사회적지향성 요인만이 지속가능성에 유의미한 긍정적영향을 미치는 것으로 확인하였다. 마지막으로, 마케팅혁신이 지속가능성에 긍정적 영향을 미치는 것으로 확인되었다. 이상의 연구결과를 바탕으로, 의미있는 학문적, 실무적 시사점을 제시하였다. The purpose of this study is to examine the sub-dimensions of social entrepreneurship, such as pro-activeness, innovativeness, risk-taking, social orientation, marketing innovation, and sustainability, at a time when interest in social entrepreneurship is recently spreading around the world. To understand the relationships between factors of this study, a survey was conducted from March 15 to March 25, 2021, for members of government-affiliated public organizations, and the final 234 copies were used for analysis through unfaithful respondents and cleanup work. As a result of the study, first, as a sub-dimension of social entrepreneurship, social orientation was newly proposed in addition to the general three sub-dimensions of entrepreneurship, such as pro-activeness, innovativemess, and risk-taking. Second, as a result of examining the effects of pro-activeness, innovativeness, risk-taking, and social orientation, which are components of social entrepreneurship, on marketing innovation, it was confirmed that innovativeness and social orientation had a significant positive effect on marketing innovation. Third, as a result of examining the effects of pro-actinveness, innovativeness, risk-taking, and social orientation, which are components of social entrepreneurship, on sustainability, it was confirmed that only innovativeness and social orientation factors had a significant positive effect on sustainability. Finally, it was found that marketing innovation has a positive effect on sustainability. Based on the results, meaningful academic and practical implications were presented.

기업의 공유가치창출(Creating Shared Value), 제품품질, 혁신, 경쟁우위 간의 영향 관계에 관한 연구

방원석 ( Won Seok Bang ),조동환 ( Dong Hwan Cho ) 한국유통물류정책학회 2021 유통물류연구 Vol.8 No.1

본 연구의 목적은 공유가치창출, 제품품질, 혁신, 그리고 경쟁우위 간의 영향 관계를 분석하고자 한다. 연구대상은 경남 사천지역 소재 항공산단에 있는 항공제조기업 직원을 대상으로 2019년 10월 7일부터 10월 15일까지 설문조사를 실시하였다. 총 235부에서 불성실한 응답자 및 정화작업을 거쳐 최종 217부를 분석에 사용하였으며, SPSS 21.0, AMOS 21.0 프로그램을 활용 구조방정식 모형을 설정하여, 신뢰성, 타당성 및 변수 간의 영향 관계를 분석하였다. 연구결과는 다음과 같다. 첫째, 기업의 공유가치창출 활동은 제품품질에 유의미한 긍정적 영향을 미치는 것으로 확인하였다. 둘째, 기업의 공유가치창출 활동은 혁신에 유의미한 긍정적 영향을 미치는 것으로 입증하였다. 기업의 환경을 고려한 기술적 개발을 통한 투자, 기업의 경제적가치를 향상시키기 위한 신기술 개발 등의 활동은 기업의 새로운 제조공정, 생산혁신을 가져오는 유인으로 작용한다. 셋째, 기업의 제품품질과 혁신은 기업의 경쟁우위에 각각 유의미한 긍정적 효과가 있는 것으로 밝혀졌다. 이러한 연구결과를 바탕으로 이론적, 실무적 시사점을 제시한다. The purpose of this study is to analyze the relationship between CSV activities, product quality, innovation, and competitive advantage. The subject of the study was surveyed from was a survey of employees working at aviation manufacturing companies in the aviation industrial complex from October 7 to October 15, 2019 located in Sacheon, Gyeongnam. A total of 235 copies were used for analysis after unfaithful respondents and purification work, and the final 217 copies were used for analysis, and a structural equation model was set up using SPSS 21.0 and AMOS 21.0 programs, and reliability, validity, and influence relationships between variables were analyzed. The research results are as follows. First, it was confirmed that corporate CSV activities had a significant positive impact on product quality. Second, it was found that corporate CSV activities have a significant positive impact on innovation. Activities such as investment through technological development in consideration of the corporate environment and the development of new technologies to improve the economic value of a company act as incentives to bring about a new manufacturing process and production innovation for a company. Third, it was found that a company’s product quality and innovation each have a significant positive effect on the company’s competitive advantage. Based on these research results, theoretical and practical implications are presented.

LG그룹 기업가정신과 지속가능성에 관한 연구

방원석(Won-Seok Bang),정대율(Dae-Yul Jeong),지준우(Jun-Woo Jee) 한국경영사학회 2023 經營史學 Vol.105 No.-

본 연구는 우리나라에서 굴지의 기업을 이룬 LG그룹 창업주 연암 구인회 회장과 제2 대 회장인 구자경 회장의 기업가정신과 지속가능성에 관한 연구이다. LG 선대회장의 기업가정신을 살펴보기 위해 구인회, 구자경 선대회장의 경영이념과 경영철학과 이전의 선행연구를 바탕으로, 이론 및 실증연구에서 제시하고 있는 기업가정신의 요소인 진취성, 혁신성, 위험감수성, 사회적지향성 및 휴먼지향성 요인을 중심으로 살펴보았다. 사례조사 분석을 통해, 학문적, 실무적 시사점을 제시하면 다음과 같다. 첫째, 본 연구는 이전의 선행연구에서 제시한 LG 구인회, 구자경 회장의 기업가정신에 대한 요소 및특징만을 통해 추출된 공통적 기업가정신요소를 바탕으로, 이론적 및 경험적 연구에서 제시하고 있는 기업가정신요소인 진취성, 혁신성, 위험감수성, 사회적지향성 외에 새롭게휴먼지향성요인을 포함시켜 기업가정신 하위요인으로 LG그룹 선대 회장의 기업가정신을살펴보았다. 둘째, 본 연구는 이전의 선행연구에서 대기업 총수들의 기업가적정신 요소만을 추출하여 제시한 한계점을 넘어 선대회장의 기업가정신과 LG그룹의 지속가능경영과에대한 영향관계를 조사 분석하여 기업가정신이 기업의 지속가능성에 중요한 요인임을 제시하였다. LG그룹 선대회장의 기업가정신은 그룹의 발전과정에서 단절되는 것이 아니라원칙적인 개념의 맥이 이어져 현재 제4대인 구광모 회장의 기업가정신으로 이어지고 있으며 이는 LG기업이 지속가능경영을 통해 장수기업으로 나아가는 원동력임을 밝히고 있다. 셋째, LG 선대회장부터 이어지는 기업가정신 롤모델을 통해, 기업의 CEO나 경영진들은 기업가정신이 조직의 지속가능경영에 있어서 중요한 영향력 요인임을 인식하고 기업가정신 역량 증대 필요성을 제시한다. This study is a study on the entrepreneurship and sustainability of LG Group founder In-Hoe Koo and the second president Ja-Kyung Koo, who have achieved leading companies in Korea. To examine the entrepreneurship of LG’s founder and the second chairman, based on Koo In-Hoe and Koo Ja-Kyung’s management philosophy, and previous studies, this case study presented five the sub-dimensions of entrepreneurship (pro-activeness, innovativeness, risk-taking, social orientation, and human orientation). Through case study analysis, academic and practical implications are presented as follows. First, this study is based on the common entrepreneurship factors extracted through only the elements and characteristics of the entrepreneurship of LG’s predecessors presented in previous studies. In addition to the entrepreneurial elements (pro-activeness, innovativeness, risk-taking, social orientation) suggested in theoretical and empirical studies, we proposed a new sub-dimension, human orientation to examine the entrepreneurship of LG Group’s predecessors as sub-factors of entrepreneurship. Second, this study goes beyond the limitations suggested by extracting only the entrepreneurship elements of the heads of large corporations in previous studies and investigates and analyzes the relationship between the entrepreneurship of the predecessor president and the LG Group’s sustainability management performance. Authors suggested that it is an important factor for sustainability. The entrepreneurship of the LG Group’s predecessors is not cut off in the group’s development process, but the principle concept continues, leading to the entrepreneurship of the current fourth-generation Chairman Kwang-Mo Koo. Third, through the entrepreneurship role model from LG’s predecessor, CEOs and executives recognize that entrepreneurship is an important influencer in the organization’s sustainability management and suggest the need to increase entrepreneurship capabilities.

안전리더십, 안전준수, 안전교육, 안전문화 간의 구조적 관계 - K 사 사례연구 -

위국환,방원석,김선화,장성록,Wee, Kuk Hoan,Bang, Won Seok,Kim, Sun Hwa,Chang, Seong Rok 한국안전학회 2021 한국안전학회지 Vol.36 No.1

Effective leadership in safety performance, such as safety leadership, has received attention as a factor that greatly affects safety performance in various high-risk industrial environments. Based on prior research, this study aims to analyze the impact relationship between safety leadership, safety observance, safety education, and safety culture to reveal the effectiveness of safety leadership. In addition, this study will examine the effects of safety leadership on safety observance and safety education to identify the effects of safety understanding. For this purpose, a survey was conducted with employees of an aviation manufacturing company in Gyeongnam. For verification, a positive factor analysis, correlation analysis, and structural equation analysis were conducted using the AMOS 21.0 program. This study's findings show that, first, safety leadership has a positive and significant impact on safety observance and safety education. Second, safety leadership was found to have a direct impact on organizations' safety culture. Third, although safety observance has significant positive effects on safety culture, safety education has often been rejected. Finally, after verifying the control effect of safety understanding, this study uncovered the presence of an adjustment effect in the effect of safety leadership on safety observance. Therefore, based on the results of this study, theoretical and practical implications suggest that through the exercise of safety leadership, managers can improve their organizations' safety culture by increasing organizations' compliance with safety observance and/or acceptance of safety education.