기업의 사회적 책임활동이 고객충성도에 미치는 영향 : 호혜성과 신뢰의 매개역할 = The Effects of Corporate Social Responsibility Activities on the Customer Loyalty : The Mediating Role of the Reciprocity and Trust

다국어 초록 (Multilingual Abstract)

Different from the past studies, in this study we postulated that the reciprocity perception and
consumers’ trust toward corporation play an essential mediating role in the relationship between the
corporate social responsibility activities(CSR) and the customer loyalty. The results of data analysis
showed that the corporate social responsibility(CSR) positively influences on the reciprocity and
trust. Beside, the reciprocity and trust positively influenced on the customer loyalty. However, the
corporate social responsibility(CSR) had not significant impact the customer loyalty. Thus, this
study demonstrated that reciprocity perception and consumers’ trust toward corporation indeed play
a mediating role between corporate social responsibility(CSR) and the customer loyalty.

국문 초록 (Abstract)

본 연구는 기업의 사회적 책임활동 (CSR)이 고객충성도에 미치는 영향에 있어서 호혜성 지각과 기업에
대한 신뢰의 매개역할을 고찰하였다. 분석결과, 기업의 사회적 책임활동이 고객충성도 형성에 미치는 직접
적인 효과는 통계적으로 유의하지 않게 나타났다. 그러나 본 연구에서 예측한 바대로 기업의 사회적 책임활
동은 기업에 대한 호혜성 지각과 기업에 대한 신뢰를 매개로 고객충성도에 영향을 미치는 것으로 나타났다.
따라서 기업의 사회적 책임활동이 성과변수에 영향을 미치는데 있어 호혜성 지각과 기업에 대한 신뢰가 중
요한 심리적 기제임을 알 수 있었다. 이러한 매개변수 고찰은 기업의 사회적 책임활동과 기업성과간의 혼재
된 결과를 해결하는 중요한 역할을 할 것으로 보인다. 끝으로 기업에 대한 신뢰와 호혜성 지각은 고객충성
도 형성에 긍정적인 영향을 미치는 것으로 나타났다.

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