기업의 ‘CSR활동-고객충성도’ 간의 관계에서의 심리적 메커니즘 재고찰 = The Reinvestigating of Psychological Mechanism in the 'CSR-Customers' Loyalty' Relation: Focused on Mediating of Gratitude, Trust, Satisfaction, and Commitment

국문 초록 (Abstract)

본 연구는 기업의 사회공헌활동이 고객충성도에 미치는 관계에 있어서 인지적·감정적 메커니즘을 고찰하기 위해서 수행되었다. 기업의 사회공헌활동과 관련된 연구들은 최근 마케팅 환경에서 중요한 주제로 인식되고 있다. 이에 따라 본 연구에서는 기존 연구를 토대로 기업의 사회공헌활동이 유발하는 심리적 메커니즘으로 기업의 사회공헌활동에 대한 고마움, 기업에 대한 신뢰, 그리고 해당 기업에 대한 만족도를 매개요인으로 제시하였다.
구체적인 결과는 다음과 같다. 먼저, 기업의 사회공헌활동은 소비자들로 하여금 기업에 대한 고마움을 유발시키는 것으로 나타났다. 또한, 기업의 사회공헌활동은 만족도에도 긍정적인 영향을 미치는 것으로 나타났다. 그러나 기업의 사회공헌활동이 신뢰형성에는 직접적인 영향을 미치지 않고, 고마움과 만족도를 통해서 신뢰를 형성시키는 것으로 나타났다.
그리고 고마움과, 신뢰, 나아가 만족도는 고객들로 하여금 기업에 대한 몰입도를 증가시키는 것으로 나타났다. 끝으로 몰입도는 고객충성도 형성에 긍정적인 영향을 미치는 것으로 나타났다. 결과적으로 본 연구는 기업의 사회공헌활동이 고객충성도에 영향을 미치는데있어서 고마움, 기업에 대한 신뢰, 그리고 만족도와 몰입도의 매개역할을 제시해주고 있다.

다국어 초록 (Multilingual Abstract)

The present study aims to develop a more refined understanding of the link between corporate social responsibility(CSR) and consumers' loyalty by considering the role of consumer gratitude, trust and satisfaction as a mediator of the CSR-Consumers' loyalty link. Toward this end, it proposes and tests a model of corporate social responsibility that specifies hypothesized relationships (1) CSR initiatives as independent variables, (2) consumer gratitude, trust and satisfaction as mediating variables, and (3) consumers' loyalty as the dependent variable. Empirical analysis based on the data collected from 374 South Korean consumers confirms the existence of positive and significant effects of CSR initiatives on consumers' loyalty. Similarly, we observed direct, positive and significant effects of CSR actions on consumer gratitude and satisfaction, as well as an indirect impacts on consumer trust. Hereby, those effects are found to mediate the core relationship hypothesized in this research. The study concludes with the main
managerial implications, limitations and possibilities for future research.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법 및 실증분석
• Ⅳ. 가설검증
• Ⅴ. 결론

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