컨벤션센터의 사회적 책임활동이 내부마케팅 효과에 미치는 영향 = A Study of the Relationship between Socially Responsible Activity of Convention Centers and Internal Marketing Effect

다국어 초록 (Multilingual Abstract)

Corporate social responsibility(CSR) has been a dominant topic within the macro organization behavior literature and of great interest to corporate stakeholders. This research examines the relationships between socially responsible activities of convention centers and internal marketing effects. The major concern of the present study has to do with the possible implications of socially responsible activities of convention centers for their employees' subsequent attitudes and behavior. A theoretical model is presented whereby employees' perceptions of CSR impact their subsequent royalty to the organization mediated by attitudes including their organizational commitment and satisfaction.
To accomplish the purpose of the study, a total of 163 were collected from 379 survey questionnaires distributed to all employees of 7 convention centers in Korea which agreed to respond to this survey. Only 158 were used for the data analysis(response rate: 41.7%). Four areas were mainly examined: 1) perceived performance of socially responsible activities 2) employees' commitment to the organization, 3) satisfaction, 4) loyalty. Multiple regression analyses were used to examine the relationships between CSR and internal marketing effects including employees' commitment to the organization, satisfaction, and loyalty and the relationship between CSR and loyalty mediated by employees' commitment to the organization and their satisfaction.
As a result of this study, statistical significances were found in the relationships between ethical management responsibility among socially responsible activities and employees' commitment to the organization, satisfaction and loyalty. On the other hand, it was revealed that there were no statistical significances between community service responsibility, customer responsibility and employees' commitment to the organization. In addition, there showed significant relationships between ethical management responsibility and management responsibility for employees among socially responsible activities and loyalty mediated by employees' commitment to the organization and satisfaction.
Accordingly, it is expected that these internal marketing effects including employees' commitment, satisfaction, and loyalty will impact external marketing effects and financial benefits to convention centers in the long term With its growing acceptance by convention centers, this study suggests that CSR of convention centers in Korea has to be more spread widely throughout the nation. Futhermore, employees themselves should have more positive perceptions to other socially responsible activities of convention centers including green management and community service and participate actively in those CSR activities. It was in this contenxt that the results of this study provide future directions and suggestions on socially responsible activities of convention centers.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제제기 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구방법 및 연구범위 = 4
• 1. 연구방법 = 4
• 2. 연구범위 = 5
• 제2장 이론적 배경 = 7
• 제1절 기업의 사회 책임활동의 개념과 동향 = 7
• 1. 기업의 사회적 책임의 개념 = 7
• 2. 기업의 사회적 책임활동 동향 = 12
• 3. 컨벤션센터의 사회 책임활동 동향 = 14
• 제2절 사회적 책임활동의 차원과 이해관계자 관점 = 17
• 1. 사회적 책임활동의 차원 = 17
• 2. 이해관계자 관점 = 21
• 3. 컨벤션센터의 이해관계자 = 24
• 제3절 사회적 책임활동의 효과 = 27
• 1. 재무적 효과 = 28
• 2. 비재무적 효과 = 29
• 제4절 사회적 책임활동의 내부 마케팅효과 = 31
• 1. 조직 동일시 = 31
• 2. 조직 만족 = 37
• 3. 조직 충성도 = 38
• 제3장 연구 설계 = 40
• 제1절 연구모형 및 가설설정 = 40
• 1. 연구의 모형 = 40
• 2. 가설의 설정 = 41
• 3. 변수의 조작적 정의 및 측정 = 47
• 제2절 조사 및 분석방법 = 50
• 1. 조사방법 = 50
• 2. 설문지 구성 = 51
• 3. 분석방법 = 53
• 제4장 연구 결과 = 55
• 제1절 표본의 인구 통계적 특성 = 55
• 제2절 측정도구의 신뢰성 및 타당성 검증 = 58
• 1. 신뢰성 검증 = 58
• 2. 타당성 검증 = 62
• 제3절 상관관계 분석 = 68
• 제4절 가설 검증 = 69
• 1. 가설 1 검증 = 69
• 2. 가설 2 검증 = 71
• 3. 가설 3 검증 = 73
• 4. 가설 4 검증 = 75
• 5. 가설 5 검증 = 81
• 제5절 결과의 해석 = 83
• 제5장 결론 = 90
• 제1절 연구의 요약 = 90
• 제2절 연구의 시사점 = 93
• 제3절 연구의 한계 = 95
• 참고문헌 = 96
• ABSTRACT = 111
• 부록(설문지) = 114