CSR활동의 내부 마케팅 효과 연구 -기업명성과 임직원들의 직무만족을 중심으로- = A Study on the Internal Marketing Effects of CSR Activities -The Mediating Effect of Corporate Reputation on Employees` Job Satisfaction, Organizational Identification and Organizational Citizenship Behavior

다국어 초록 (Multilingual Abstract)

Recently, companies are keenly interested in sustainable growth, and as a tool to enhance sustainable growth they are paying attention to corporate social responsibility activities and organizational citizenship behavior. Previous studies on CSR effect focused on external stakeholders such as consumers, reporters, and not-for-the profit organizations. The purpose of this study is to examine the internal marketing effect of CSR activities on employees. Specifically, this study examined the causal relationships among employees` perceptions and attitude of CSR, Corporate Reputation, Job Satisfaction, Organizational Identification, and Organizational Citizenship Behavior. As expected, CSR perceptions affected CSR attitude, and CSR attitude affected Corporate Reputation. Also, Corporate Reputation affected Job satisfaction and Organizational Identification. In addition, Job Satisfaction positively affected Organizational Identification, and Organizational Identification affected Organizational Citizen Behavior. Interestingly, however, Corporate Reputation and Job satisfaction had only indirect effect on Organizational Citizen Behavior through Organizational Identification. Theoretical and practical implications of the results are offered.

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