그린마케팅활동이 고객만족도에 미치는 영향 : CEO의 환경경영전략 관점에서 = The Effects of Green Marketing Activities on Customer Satisfaction: In CEO’s Perspective of Green Management Strategy

다국어 초록 (Multilingual Abstract)

While most of economic units pay attention to environmental issues gradually, companies are faced with finding strategies to cope with this trends. This study is planned to find out the relationship between green marketing activities and customer satisfaction in Korea and China. The result of this study is utilized to green management, especially in green marketing. This study covers theoretical research and empirical testing based on the data gathered from consumers of two countries, every data is collected by personal interview and on line. The analysis result on hypothesis is summarized as follows. Firstly, the test on hypothesis1-4 showed that green product and green promotion in particular have positive effects among green marketing activities in both groups. green place in Korea and green price in China also have positive effects. However, green place (logistics) did not have positive effect in China, and green price did not have positive effect in Korea. Secondly, Through Chow Test, we can find that the ways green marketing affects customer satisfaction are different between Korea and China. The results show that for Chinese customers and Korean customers, the green marketing activities have a same effect on customer satisfaction. If Korean and Chinese companies want to enhance the customer satisfaction, They have to implement different strategies. Especially Korean companies should emphasize to reduce the green price and the Chinese companies try to design the most appropriate green logistics activities.

참고문헌 (Reference)

1 강성만, "환경친화적 조달물류인식과 물류정보시스템 활용 수준이 환경친화적 조달물류성과에 미치는 영향- 제조기업을 중심으로 -" 한국물류학회 17 (17): 113-141, 2007

2 정헌배, "환경마케팅의 개념과 전략"

3 왕진, "한국과 중국 소비자의 한국 자동차 만족도의 결정요인 비교 연구: 현대·기아 자동차 중심으로" 한국전문경영인학회 17 (17): 89-108, 2014

4 정재휘, "중국진출 다국적기업의 기술이전 역량과 제품개발 성과의 관계에서 시장 요인의 조절효과" 한국전문경영인학회 17 (17): 263-284, 2014

5 李周映, "제품속성과 이미지요인이 구매에 미치는 영향에 관한 연구" 西江大學校 言論大學院 1995

6 허원무, "실버 소비자의 친환경 제품에 대한 소비 가치가 만족도, 신뢰, 충성도에 미치는 영향-하이브리드 카를 중심으로-*" 한국노년학회 29 (29): 195-213, 2009

7 오응환, "소비자의 환경의식이 제품구매 정보탐색에 미치는 영향에 관한 연구" 용인대학교 대학원 2004

8 김영석, "소비자와 서비스제공자의 자동차정비서비스 만족도 척도 개발 및차이 분석: 소비자의 경험과 서비스제공자의 예상을 중심으로" 한국소비자학회 24 (24): 197-218, 2013

9 김준회, "기업 그린마케팅 전략이 소비자 인식과 구매에 미치는 영향에 관한 연구" 아시아.유럽미래학회 8 (8): 23-46, 2011

10 김규대, "그린마케팅이 브랜드 이미지에 미치는 영향에 관한 연구" 서경대학교 대학원 2011

11 이재형, "그린마케팅의 이해 및 전략적 전개방향" 한국마케팅연구원 44 (44): 26-29, 2010

12 이종환, "그린마케팅에 대한 소비자 태도에 관한 연구" 아주대학교 경영대학원 2009

13 여훈구, "그린마케팅" 아그라픽스 1995

14 홍상태, "국내물류기업의 환경친화적 물류관리 활동성과에 관한 연구" 명지대학교 대학원 2005

15 양영익, "국내 제조업체의 시장지향성, 마케팅과 개발 협업, 전략적 유연성 그리고 성과와의 관계와 환경변화의 조절영향 : 전문경영인의 관점에서" 한국전문경영인학회 16 (16): 141-167, 2013

16 Yan, L., "企業的綠色營銷行爲對顧客滿意度及忠誠度的影響硏究" 中南民族大學 2007

17 Singh, J., "Understanding the Structure on Consumer Satisfaction Evaluation of Service Delivery" 223-234, 1991

18 McCarty, J. A., "The Influence of Individualism, Collectivism and Locus of Control on Environmental Beliefs and Behavior" 20 (20): 93-104, 2001

19 Pfaff, M., "The Index of Consumer Satisfaction Measurement Problem and Opportunity-The Conceptualization of Consumer Satisfaction and Dissatisfaction" 125-130, 1997

20 Fay, C. J., "Royalties from Loyalties" 2 (2): 47-51, 1994

21 Zikmund W. G., "Recycling Solid Waste, A Channels of Distribution Problem" 34-39, 1971

22 Baker, Pickett J., "Pro-Environmental Products: Marketing Influence on Consumer Purchase Decision" 25 (25): 281-293, 2008

23 Alwitt, Linda F., "Prediction Purchase Intentions for an Environmentally Sensitive Product" 5 (5): 49-64, 1996

24 Balderjahn, L., "Personality Variables and Environmental Attitudes as Predictors of Ecologically Responsible Consumption Pattern" 17 : 51-56, 1988

25 Farris, Paul W., "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" Pearson Education, Inc 2010

26 Koo, D. M., "Inter-relationships among Store Images, Store Satisfaction and Store Loyalty among Korea Discount Retail Patrons" 4 (4): 42-71, 2003

27 Peattie, K., "Green Marketing" Pitman Publishing 46-47, 1993

28 Mostafa, M. M., "Gender Differences in Egyptian Cosumers, Greem Purchas Behaviour, The Effects of Environmental Knowledge, Concern and Attitude" 31 (31): 220-229, 2007

29 Henion, K. E., "Ecological Marketing" American Marketing Association 1986

30 Rao, P., "Do Green Supply Chain Lead to Competitiveness and Economic Performance" 50-66, 2005

31 Chan, R. Y. K., "Determinants of Chinese Consumers, Green Purchase Behavior" 18 (18): 389-413, 2001

32 Bolen, William H., "Contemporary Retailing" Prentice-Hall 69-72, 1988

33 Assael, H., "Consumer Behavior and Marketing Action" PWSS-KENT & Nelson 84-93, 1995

34 Insch, A., "Conceptualization and Anatomy of Green Destination Brands" 5 (5): 282-290, 2011

35 Cronbach L. J., "Coefficient Alpha and the Internal Structure of Tests" 16 (16): 297-334, 1951

36 Baumann, H., "Beyond Ecolabels, What Green Marketing Can Learn From Conventional Marketing" 15 (15): 567-576, 2007

37 Bang, H. K. Ellinger, "Belief and Attitude toward Renewable Energy, An Application of the Reasoned Action Theory" 17 (17): 49-68, 2000