광양제철소에 대한 지역 시민들의 기업이미지 분석: CFI를 이용하여 = A Study on Citizen Perceptions of the Gwangyang Steel and Iron Company: focus on CFI

다국어 초록 (Multilingual Abstract)

Purpose - This study aims to (a) analyze local citizens’ perception of a local company, the Gwangyang Steel and Iron Company (GSIC); (b) compare the perception toward the local company with that of national citizens’ perceptions towards many other unspecified companies, which were surveyed biannually by The Korea Chamber of Commerce and Industry (KCCI); and (c) analyze how such companies evaluate perceptions towards them, in relation to citizens’ socioeconomic position, such as their education status.
Research design, data, methodology - The data were collected using a questionnaire, which was given to a sample of local citizens in cities. To test the hypotheses, factor analyses, a t-test, and an ANOVA were conducted. The total number of respondents was 1798. The data gathered from the respondents of the sample were analyzed using SPSS Win 19.0 software. Perception towards the company was evaluated on the corporate favorite index (CFI). The CFI index shows how positive citizens feel towards a company. It is calculated using five leading factors, consisting of the following: contribution to the economy, productivity, international competitiveness, social contribution, and ethical management. The higher the level of positive feelings exhibited, the closer the index will come to 100.
Results - As a result of the analysis, the CFI index towards the GSIC stood at 67.3. The CFI index towards the company is 16.5 points higher than that of the index towards the many other unspecified companies, which were surveyed by the bi-annual KCCI study in the first half of 2011. The other five indexes stood as follows: contribution to the economy, productivity, social contribution, and ethical management was 69.2, 71.2, 64.6, and 58.6, respectively. These indexes are 18.3, 4.6, 27.6, and 35.6, respectively, higher than those found by the KCCI study. However, international competitiveness is 73.0 (9.8 points lower than that of the KCCI study). This survey thus shows that the CFI of the local citizens towards the global company GSIC is very high when compared with the CFI index towards the many other unspecified companies that was determined by the KCCI survey.
Conclusions - This survey shows that local citizens have high expectations of economic activity, increasing working opportunities, and regional cooperation projects from the local company, GSIC. In addition, the CFI index towards GSIC evaluates results depending on the respondent's relationship with the company, and their educational status. Respondents, whose family or relatives were working as employees of GSIC, have relatively positive perceptions of GSIC, and respondents with a relatively higher educational status also share positive perceptions. Local citizens expect the profit-making of the company to operate in accordance with management activities, and at the same time, they expect that the wealth generated by the company will return to wider society.

참고문헌 (Reference)

1 나혜수, "전통시장에 대한 기업의 지역사회 특화 스폰서십이 브랜드 자산에 미치는 영향: 포스코와 포항 죽도시장의 협력사례를 중심으로" 한국유통과학회 9 (9): 51-61, 2011

2 Yeosu Chamber of Commerce & Industry, "YEOSUCCI's corporate favorite index in the first half of 2010"

3 Meenaghan, T., "The role of advertising in brand image development" 4 : 23-34, 1995

4 Nelson, R. R., "The Source of Industrial Leadership: A perspective on Industrial Policy"

5 Do, Eun-Jin, "Special strategy for philanthropy and value maximization by harmonizing social benefit with economic benefit" POSCO Research Institute 5 (5): 203-229, 2005

6 Darren, George, "SPSS for Windows Step by Step-A Simple Guide and Reference"

7 Nelson, R. R., "National Innovation System: A Comparative Analysis" Oxford University Press 1993

8 Kotler, P., "Marketing Management" Pearson Prentice Hall 274-282, 2006

9 Fill, C., "Marketing Communications- Contexts, Content And Strategies" Prentice Hall Inc 1999

10 Copley, P., "Marketing Communications Management: concepts and theories, cases and practices" Elsevier Butterworth-Heinemann 2004

11 De Pelsmacker, P., "Marketing Communications" Pearson Education 156-186, 2000

12 Korea Chamber of Commerce & Industry & Hyundai Research Institute, "KCCI's corporate favorite index(CFI) in the first/second half of 2003-2011"

13 De Bresson, C., "Economic Interdependence and Improvative Activity" Edward Elgar Publishing 1996

14 Danil, Muijs, "Doing quantitive research in Education with SPSS" Sage Publications 28-46, 2011

15 Blackwell, R. D., "Consumer Behavior" Thomson Learning 496-511, 2005

16 Han, Cheul-Hwan, "A Study on port cluster and of its effect" Korea Maritime Institute 52-83, 2002

17 The Institute for industrial policy studies, "A Study on Bland Evaluation" 2002

18 Winter, L. C., ""The effect of Brand advertising on company image"; Implications for corporate advertising" APRIL/MA 1986