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사회적 책임활동에 따른 고객과의 관계품질 및 브랜드충성도간의 관계연구

The Relationship Research between the Relationship Quality of the Customer According to the Corporate Social Responsibility and Brand Loyalty

강순화|함우식
한국비교정부학회 (The Korean Association For Comparative Government)|2011.12|한국비교정부학보 (Korean Comparative Government Review)|제15권 제3호|pp. 275-294|DOI 10.18397/kcgr.2011.15.3.275

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참고문헌

키워드

충성도corporate social responsibility고객가치사회적 책임활동관계품질brand loyaltyrelationship qualitycustomer value
주제분류행정학

초록

This research analyze the causal sequence between relationship quality with the customer according to the corporate social responsibility and band loyalty and brand loyalty. The customer perceived with the first about the corporate social responsibility and band loyalty of the specific enterprise with the research result and first was confirmed that positive effect was in the customer value. Second, the customer awareness about the corporate social responsibility and band loyalty was exposed to hit the effect that it notes to the relationship quality of the customer and between company. Third, the relationship quality of the customer and between company was exposed to have the effect that it notes to the brand loyalty. Forth, the customer value was exposed to have the effect that it notes to the brand loyalty of the customer and between company. This importance was confirmed through this research result through the awareness about the company social activity and customer value and structural causal sequence between relationship quality and the brand loyalty.

Abstract

This research analyze the causal sequence between relationship quality with the customer according to the corporate social responsibility and band loyalty and brand loyalty. The customer perceived with the first about the corporate social responsibility and band loyalty of the specific enterprise with the research result and first was confirmed that positive effect was in the customer value. Second, the customer awareness about the corporate social responsibility and band loyalty was exposed to hit the effect that it notes to the relationship quality of the customer and between company. Third, the relationship quality of the customer and between company was exposed to have the effect that it notes to the brand loyalty. Forth, the customer value was exposed to have the effect that it notes to the brand loyalty of the customer and between company. This importance was confirmed through this research result through the awareness about the company social activity and customer value and structural causal sequence between relationship quality and the brand loyalty.

참고문헌 (65)

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