기업특성과 사회적 책임활동이 브랜드 태도와 충성도에 미치는 영향 = Impact of Corporate Characteristics and Corporate Social Responsibility on Brand Attitude and Loyalty

국문 초록 (Abstract)

본 연구는 기업의 사회적 책임활동에 대한 소비자 인식과 기업특성(기업능력과 기업명성)이 기업 신뢰, 기업 이미지, 브랜드 태도 등을 경유하여 고객 충성도에 미치는 영향력 관계를 확인할 목적으로 수행되었다. 이러한 본 연구목적을 위해 기업의 사회적 책임활동, 기업특성(기업능력과 기업명성), 기업 신뢰, 기업 이미지, 브랜드 태도, 고객 충성도 등에 대한 이론적 고찰과 함께 국내외 선행연구에 대한 고찰을 통해 연구개념간 영향력 관계를 개념적 연구모형으로 설정하였으며, 총 14개의 연구가설을 설정하였다.
설정한 연구모형의 검증을 위해 총 400부의 설문지를 배포하여 360명으로부터 설문자료를 수집하였으며, 조사기간은 2009년 9월 7일 - 9월 17일까지 약 2주간 동안이었다. 국내 기업의 사회공헌활동에 대한 정보를 입수한 경로로는 기업이 스폰서가 된 사회활동에 관한 기사 등을 통해서 알고 있다는 응답이 가장 많았으며, 텔레비전 또는 라디오 뉴스 등을 통해서, 기업의 자사 사회공헌활동에 관한 자체 홍보를 통해서 알고 있다는 응답순으로 조사되어 현재 국내기업들의 사회공헌활동에 대한 대중매체를 통한 홍보가 부족한 편이라는 점을 알 수 있었다.
국내 기업중 가장 사회공헌활동을 잘하고 있다고 생각하는 기업을 묻는 질문에서 유한킴벌리가 가장 많은 응답을 보였으며, 삼성전자, SK 텔레콤, 삼성그룹의 순으로 조사되어 기업 규모와 사회공헌활동은 비례하지 않음을 확인할 수 있었다.
설정한 연구가설의 검증을 위해 먼저 측정항목의 신뢰성과 타당성 검증을 수행하였는데, Cronbach's a 계수를 이용한 신뢰성 검증 결과 본 연구에서 사용한 연구개념의 측정항목간 내적 일관성이 매우 높음을 확인하였다. 타당성 검증방법으로는 확인적 요인분석 방법을 이용하여 본 연구에서 사용하게 되는 연구개념과 측정항목간의 내용타당성을 각각 확인하였다.
본 연구에서 설정한 14개의 연구가설 검증을 위해 수행한 분석 결과를 정리해보면, 다음과 같다.
기업의 사회적 책임활동에 대한 소비자 인식의 경우 기업 신뢰, 브랜드 태도 그리고 고객 충성도에는 직접적인 영향력 검증에 실패하였으나, 기업이미지에 유의적인 정(+)의 영향력을 미친다는 점을 확인하였다. 이는 기업의 사회적 책임활동에 대한 소비자의 인식이 긍정적으로 형성될수록 해당 기업에 대하여 소비자들이 긍정적이고 호의적인 이미지를 가지게 된다는 점을 의미하는 것이다. 다시 말해서, 사회적 책임활동을 잘 하고 있는 기업에 대하여 소비자들이 긍정적인 방향으로 인식하고 있다면, 이는 직접적으로 해당 기업에서 생산한 제품이나 서비스의 구매, 브랜드에 대한 태도에 직접적으로 영향을 미치기 보다는 호의적인 기업 이미지를 형성하게 되어 결과적으로는 해당 기업의 제품이나 서비스를 선호하게 될 것으로 예상해 볼 수 있는 것이다. 이러한 연구결과는 기업의 사회적 책임활동에 대한 소비자 인식과 기업이미지의 영향력 관계를 주장한 챈임활동을？？ 있al.(2002), 정기한, 허미옥, 신재익(200？E비자등의 연구와 동일함을 알 수 있었다. 기업의 사회적 책임활동에 대한 소비자의 인식이 기업 신뢰, 브랜드 태도 그리고 고객고객고객고직접적인 영향을 미친다는 점을 통계적으로 확인하지는 못하였으나, 기업 이미지를 경유한 간접적인 효과를 짐작해 볼 수 있을 것이다.
기업특성중 기업능력이 기업 신뢰에는 유의적인 영향력을 미치지 못하는 것으로 확인되었으나, 기업 이미지에는 유의적인 정(+)의 영향을 미치고 있음을 알 수 있었다. 이는 특정한 기업이 가지고 있는 능력에 대한 소비자들의 인식이 기업에 대한 신뢰형성보다는 긍정적인 이미지 형성에 영향을 미치고 있음을 보여주는 것으로, 기업 능력연상이 소비자의 브랜드 반응에 긍정적인 영향을 미친다는 김동태와 김재일(2008)의 연구결과와 동일한 결과를 보여주고 있다. 이러한 연구결과를 통해 소비자들에게 기업이 우수한 능력을 지니고 있으며, 수익성이 높은 기업이고 혁신적인 제품이나 서비스를 개발하고 있다는 인식을 소비자에게 심어줄 필요가 있음을 알 수 있었다.
기업 능력과는 달리, 기업 명성의 경우 기업 신뢰와 기업 이미지 모두에게 유의적인 정(+)의 영향력을 미치고 있음을 확인할 수 있었다. 이는 특정한 기업의 명성이 좋을수록 해당 기업에 대한 신뢰감이 더욱 상승하게 됨은 물론이고 기업에 대한 긍정적인 이미지가 형성된다는 점을 보여주는 것으로, 소비자들이 가지는 기업에 대한 인식이 기업 이미지 형성에 영향을 미친다고 제안한 Gray and Balmer(1998)의 연구와 긍정적인 기업명성과 기업 이미지의 관계를 설명한 Alessandri(2001), Souiden et al.(2006) 등의 연구결과와 동일하다 할 수 있다. 기업이 가지고 있는 여러 특성들 중 특히 기업명성은 기업 신뢰와 기업 이미지에 유의적인 영향을 미치고 있어, 기업명성의 중요성을 다시금 확인한 연구결과라 하겠다.
기업 신뢰의 경우 기업 이미지에 유의적인 정(+)의 영향을 미치고 있음을 확인할 수 있었는데, Aaker and Keller(1990), 문준연(2007) 등에서 제시한 연구결과와 동일하다 할 수 있다. 기업 이미지 형성과정에 있어 소비자들이 기업에서 제공하는 제품이나 서비스의 소비활동을 통해 형성된 신뢰감이 중요한 역할을 수행하고 있음을 보여주는 결과라 하겠다.
기업 이미지에 미치는 영향 뿐만 아니라 기업 신뢰는 브랜드 태도와 고객충성도에 직접적인 정(+)의 영향을 미치고 있음을 확인할 수 있었는데, 소비자의 신뢰형성이 특정대상에 대한 태도에 직접적인 영향을 미친다고 제안한 Mayer et al.(1995)의 연구, 매장에 대한 고객의 신뢰는 고객의 태도에 영향을 미친다는 점을 확인한 Macintosh and Lockshin(1997)의 연구, 신뢰가 제품평가와 기업평가에 있어 유의적인 영향을 미친다는 점을 확인한 이한준과 박종철(2009)의 연구 등에서 제시한 결과와 동일함을 알 수 있다. 특히 소비자들에게 형성된 기업 신뢰가 해당 기업에서 제공하는 제품이나 서비스 브랜드에 대한 긍정적인 태도에 영향을 미치고 있음을 확인함으로써, 기업의 사회적 책임활동, 기업능력, 기업명성 등과 같은 요인뿐만 아니라 다양한 영향요인을 통해 우선적으로 기업에 대한 긍정적인 신뢰형성이 무엇보다도 중요하다는 점을 강조해주는 연구결과라 하겠다.
기업 이미지의 경우 고객충성도에 직접적인 영향을 미친다는 점을 통계적으로 확인하지는 못하였지만, 브랜드 태도에 유의적인 정(+)의 영향을 미치고 있음을 확인하였다. 소비자들이 가지는 긍정적인 기업 이미지가 해당 기업에서 생산하는 제품이나 서비스 브랜드에 대한 긍정적인 태도를 형성한다는 것을 보여주는 결과라 하겠다. 이러한 검증결과는 기업 이미지가 소비자들의 제품평가에 직접적인 영향을 미치게 되며 기업에서 생산하는 제품에 대한 몰입과 충성도 형성에 영향을 미치는 중요 변수임을 제시한 Souiden et al.(2006)의 연구와 기업 이미지와 제품 브랜드 신뢰, 브랜드 감정(태도)의 영향력 관계를 확인한 문준연(2008)의 연구 등에서 제시한 결과와 동일하다 할 수 있다.
마지막으로 브랜드 태도는 고객충성도에 유의적인 정(+)의 영향을 미치고 있음을 확인하였다. 이는 기업의 사회적 책임활동에 대한 소비자 인식, 기업능력과 명성에 대한 인식, 기업 신뢰, 기업 이미지 등이 브랜드 태도를 경유하여 고객충성도에 영향을 미치는 과정을 매개하고 있음을 의미하는 것으로, 고객충성도를 높이는 방안 탐색과정에서 브랜드 태도를 제고하는 방법이 매우 중요함을 보여주는 결과라 하겠다.

다국어 초록 (Multilingual Abstract)

Recently come to affect consumer behavior, it appeared that the main variable is the corporate social responsibility activities. About CSR(Corporate Social Responsibility) activities since the last 1950s, around the United States and Europe have consistently discussed, for detailed discussion by various scholars began to make another.
Recently, Korean companies also updated to recognize the importance of business ethics and social responsibility, most of these corporate social responsibility to the company's strategic importance has emerged as an important concept of management issues.
Leading companies in Korea such as SAMSUNG, LG, SK and so on, in recent years, do social responsibility activities as a socially responsible corporate citizen, make be active in the development dimension. The reason many companies in the country consumers, governments and civil society from various stakeholders, such as have not been mentioned so far regarding corporate social responsibility, because many issues being raised will.
Corporate social responsibility activities, along with consumer awareness of consumers about their business late, too many characteristics of products or services produced by companies that purchase and repurchase, or cause or family or friends, people close to causing a positive word of mouth and consumers to facilitate the act has been used as a key variable. Corporate social responsibility activities, especially for companies as well as the formation of positive image, and businesses about consumer confidence or trust, companies that produce products or services on brand attitude, Furthermore the company in the formation affect loyalty would expect can be.
The purpose of this study is to find out the impacts of corporate social responsibility and corporate ability and reputation on the brand attitude and customers' loyalty via corporate trust and corporate image.
To accomplish the these objectives, the secondary data or past studies that were related with corporate social responsibility, corporate ability and reputation, corporate trust, corporate image, brand attitude and customers' loyalty were collected and theoretically arranged. From the literature review, i derived the constructs and conceptual model to explain these relationships.
I made the theoretical proposed model, identified the operational definitions and 23 hypotheses were established, there were executed the survey of 360 in consumers.
Using the collected data, previous performances to confirm the construct validity and internal consistency by CFA(Confirmatory Factor Analysis), reliability by cronbach's a, and structural equations modelling the proposed model was tested by LISREL v. 8.52.
The research came to the conclusions as follows:
First, consumers' perception of corporate social responsibility have the positive effect to the corporate image empirically, but the impacts on directly affecting the corporate trust, brand attitude, customer loyalty were not significant in perspective.
Second, corporate ability and corporate reputation have the positive effects to the corporate trust and image in perspective.
Third, i found out mediating roles of corporate trust, corporate image, in making effects on brand attitude and customer loyalty.
Finally, i concluded that consumers' perception of corporate social responsibility and corporate ability, corporate reputation were important roles in perspective on brand attitude and customer loyalty.
As the result of empirical test that make the relations of used variables clear, i can get the conclusion; consumers' perception of corporate social responsibility, corporate ability and reputation have the positive effect empirically on corporate trust, image, brand attitude and customer loyalty directly or indirectly. Hence, i suggest the strategic advices in managing the company, to increase the customers' loyalty, it would be developed that a variety of methods and ways to raise the consumers' perception of corporate social responsibility, corporate ability and reputation using many marketing methods. It is necessary for making the customers to raise the positive trust and corporate image. The results of this study companies that has been operating a business or would wish to raise customers' loyalty will help a lot.
Therefore many managers that would wish to raise brand attitude and customer loyalty, have to make the strategies or policies to promote and facilitate consumers' perception of corporate social responsibility and corporate ability and reputation in future.

목차 (Table of Contents)

• 목 차
• Abstract
• 제 1 장 서 론 1
• 제 1 절 연구의 배경 1
• 제 2 절 연구의 목적 5
• 제 3 절 연구의 구성 7
• 제 2 장 이론적 배경 9
• 제 1 절 기업의 사회적 책임활동 9
• 1. 기업의 사회적 책임의 등장배경 및 중요성 9
• 2. 기업의 사회적 책임의 개념 11
• 3. 기업의 사회적 책임 관련 선행연구 16
• 제 2 절 기업 특성 26
• 1. 기업능력 26
• 2. 기업명성 29
• 제 3 절 기업 신뢰 34
• 1. 신뢰와 기업 신뢰의 개념 34
• 2. 기업 신뢰 관련 선행연구 37
• 제 4 절 기업 이미지 44
• 1. 기업 이미지의 중요성 44
• 2. 기업 이미지의 개념 46
• 3. 기업 이미지 관련 선행연구 48
• 제 5 절 브랜드 태도 51
• 1. 브랜드 태도의 개념 51
• 2. 브랜드 태도 관련 선행연구 53
• 제 6 절 고객 충성도 56
• 1. 고객 충성도의 개념 56
• 2. 고객 충성도 관련 선행연구 58
• 제 3 장 연구모형 및 가설의 설정 61
• 제 1 절 연구모형의 설계 61
• 제 2 절 연구가설의 설정 63
• 1. 기업 신뢰 영향요인 63
• 2. 기업 이미지 영향요인 66
• 3. 브랜드 태도 영향요인 69
• 4. 고객충성도 영향요인 72
• 제 3 절 변수의 조작적 정의 및 측정방법 76
• 1. 변수의 조작적 정의 76
• 2. 설문의 구성 및 자료조사방법 80
• 제 4 장 실증분석 82
• 제 1 절 표본의 일반적 특성 82
• 제 2 절 신뢰성 및 타당성 검증 84
• 1. 신뢰성 검증 84
• 2. 타당성 검증 85
• 제 3 절 연구가설의 검증 95
• 제 5 장 결론 99
• 제 1 절 연구의 요약 및 의의 99
• 제 2 절 연구의 한계 및 향후 연구방향 106
• < 참고문헌 > 108
• < 설 문 지> 131

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