중국 진출 한국대기업의 사회적 책임활동, 기업이미지, 및 고객 충성도의 관계 = The Relationship between Social Corporate Responsibility, Firm Image, and Customer Royalty of Korean Large Firm Located in China

다국어 초록 (Multilingual Abstract)

Recently, the world the social responsibility of the enterprise (Corporate Social Responsibility: CSR) care excursion, the multinational enterprise modern substation global CSR activities also growing importance. Multinational companies into overseas markets to developing countries, especially active, along with to the developing country enterprise use of all kinds of resources enterprise's economic benefits, but also to the party whether state how much contribution to the worldwide attention. In China is also rapid economic growth and environmental protection together, consumer protection, product safety and public welfare activities of the social responsibility of the enterprise concerned is increasing day by day, especially multinational enterprise into China's active and foreigners investment CSR activities increased, to join the wto to conform to the international standard efforts and the sustainable development of the leadership (continuing development) propulsion and other reasons, China's concern about the CSR activities. To prove such necessity, this paper proposes the hypothesis and establishes the related model from empirical perspective, which is capable to synthetically reflect the relationship of CSR activities, corporate image and customer loyalty. We conducted a survey based on Korean conglomerates in China market, and then did the relevant analysis.
Specific content, this paper put the Korean enterprises in the Chinese market for CSR activities as independent variable and divided into two types of four elements, namely, economic CSR, legal and moral CSR, charity CSR and regional social contribution activities. As a medium variable enterprise image into the contribution to the image and the image of the trust. Therefore established the CSR activities on the influence enterprise image, enterprise image again to dependent variable of customer loyalty influence model.
Concrete analysis result is, four elements on the influence of the enterprise image, economic CSR, legal and moral CSR and regional social contribution activities on enterprise image two elements have a significant positive effect on. On the contrary charity CSR to enterprise image two elements from statistics to see not produce significant impact on relationship. This is because this paper used to determination of charity CSR factual question main is to ask whether the enterprise positive for money on the charity be caused by, it also can see now Chinese consumers to CSR understanding has increased, the enterprise can't simply use money to do charity activities, but to make better products, law-abiding keep moral, but also to make a contribution in social development it. On the other hand, the enterprise image on customer loyalty influence in the relationship, the enterprise image two elements on customer loyalty all present positive influence. Explain to improve customer loyalty words by improving the enterprise image is a very good means.
In general the results of this study show that CSR activities of Korean conglomerates indirectly affect customer loyalty through the parameter of corporate image. Specifically, the more CSR activities one corporate performs, the more enhanced the corporate image and then the more raised customer loyalty is. This study is significant in exploring the relationship of CSR activities, corporate image and customer loyalty, what's more, it confirms the CSR activities-oriented corporate development strategy for Korean conglomerates in China market.

목차 (Table of Contents)

• 제Ⅰ장 서 론 1
• 제1절 연구배경 및 목적 1
• 제2절 연구의 범위 및 방법 2
• 제3절 논문의 구성 3
• 제Ⅱ장 이론적 배경 4
• 제1절 기업의 사회적 책임(CSR)에 관한 이론적 고찰 4
• 1. 기업의 사회적 책임(CSR)의 개념 4
• 2. 기업의 사회적 책임의 유형 13
• 3. 중국내 기업의 사회적 책임(CSR) 현황 18
• 4. 사회적 책임활동(CSR)의 성과와 관련된 기존연구 24
• 제2절 기업이미지에 관한 이론적 고찰 27
• 1. 기업이미지의 개념 27
• 2. 기업이미지의 구성 31
• 3. 기업의 이미지의 효과에 관한 선행연구 34
• 제3절 고객충성도에 관한 이론적 고찰 36
• 1. 고객충성도의 개념 36
• 2. 고객충성도의 접근 방법 40
• 제Ⅲ장 연구의 설계 42
• 제1절 연구모형 및 가설 설정 42
• 1. 연구모형의 설정 42
• 2. 연구가설의 설정 43
• 제2절 변수의 조작적 정의 및 측정 46
• 1. 기업의 사회적 책임활동 46
• 2. 기업 이미지 48
• 3. 고객 충성도 49
• 제3절 자료의 수집 및 분석방법 49
• 1. 자료의 수집 49
• 2. 분석방법 50
• 제Ⅳ장 실증분석 51
• 제1절 표본의 인구 통계학적 특성 51
• 제2절 측정항목의 신뢰성 및 타당성 검증 52
• 1.신뢰성 분석 52
• 2.타당성 분석 53
• 제3절 확인적 상관관계분석 54
• 제4절 가설 검증 55
• 제Ⅴ장 결 론 60
• 제1절 요약 60
• 제2절 시사점 및 향후 연구 방향 61
• <참고문헌> 64
• <부록: 설문지> 73