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소비자생활협동조합의 CSR인식과 충성도 - 서비스품질과 만족도의 매개효과를 중심으로

Loyalty and CSR Perception in Consumers’ co-operatives - Moderating Effects of Service Quality and Satisfaction

이준겸|박상선
한국생산관리학회 (The Korean Production And Operations Management Society)|2022.02|한국생산관리학회지 (Journal of the Korean Production and Operations Management Society)|제33권 제1호|pp. 75-98

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키워드

만족도충성도서비스품질moderating effect매개효과satisfactionCSRservice qualityloyalty소비자생활협동조합consumer’s co-operatives
주제분류경영학

초록

본 연구는 한국의 소비자생활협동조합을 대상으로 고객의 CSR인식이 서비스품질, 만족도, 충성도에 어떠한 경로로 영향을 미치는지를 보이는 것을 목표로 한다. 이를 위해 한국의 4대 소비자생활협동조합 조합원 773명에게서 얻은 표본을 기반으로 공분산 기반 구조방정식을 수립하고 분석하였다. 이를 통해 다음과 몇 가지 사실을 밝혔다. 첫째, 한국의 소비자생활협동조합에서 CSR인식은 서비스품질과 만족도, 충성도에 모두 직접 영향력을 가진다. 이는 CSR인식이 서비스품질과 만족도, 충성도의 중요한 선행변수라는 것을 의미한다. 둘째, CSR인식은 고객 충성도에 직접효과를 가짐과 동시에, 서비스품질과 만족도를 경유하는 간접효과도 함께 가진다. CSR인식이 충성도에 미치는 총효과 중 간접효과의 비중이 더크기는 하지만, 직접효과의 비중도 작지 않았다. 셋째, 서비스품질은 충성도에 직접 영향을 주지 않고, 만족도를 경유하는 간접효과만 가진다. 본 연구는 CSR인식이 어떤 경로와 과정을 통해 충성도에 영향을 미치는가를 서비스품질과 만족도의 이중 매개효과를 통해 통합적으로 분석했다는 점에서 의미를 가진다. 또한 소비자생활협동조합에서 CSR의 가치에대한 실증적 근거를 제시함으로써 CSR 전략 수립에 시사점을 제공한다.

Abstract

This study aimed to analyze the path of the effect of CSR perception on service quality, satisfaction, and loyalty in Korean consumers' co-operatives. We developed and examined a covariance-based structural equation model based on a sample of 773 members of four of the largest consumers' co-operatives in Korea. The results are as follows. First, CSR perception had direct effects on service quality, satisfaction, and loyalty; this suggests that CSR is an important antecedent of these three. Second, CSR perception had an indirect effect, via service quality and satisfaction, and a direct effect on loyalty; the proportion of the direct effect was not small even though that of indirect effect was larger. Third, service quality had only an indirect effect on loyalty via satisfaction. This study contributes to the literature by systematically analyzing the course and path of the effect of CSR perception on loyalty, integrating the double moderating effect of service quality and satisfaction. In addition, the study presents implications for CSR strategy by providing empirical evidence of CSR's value in consumers' co-operatives.

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