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The Effect of Corporate Social Responsibility Activities on Customer Satisfaction and Loyalty: Exploring Affective and Cognitive Mechanisms

박종철|왕용|이동진
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2022.04|상품학연구 (Journal of Product Research)|제40권 제2호|pp. 27-37|DOI 10.36345/kacst.2022.40.2.004

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참고문헌

키워드

reciprocitycorporate social responsibilitycustomer satisfactionreputationcustomer loyaltycynicism
주제분류경영학

초록

This study examined how consumer responses to corporate social responsibility (CSR) activities affect customer satisfaction and customer loyalty. Existing CSR-related studies have suggested that CSR activities affected various dependent variables, such as corporate trust, customer satisfaction, corporate value, corporate evaluation, customer loyalty, and product evaluation. However, this study focused on the affective and cognitive pathways by which CSR activities affected consumer responses and verified the effects on corporate reputation through the affective path of reciprocity variables and the cognitive path of consumer cynicism. It was found that CSR activities had positive effects on reciprocity but negative effects on customer cynicism. Reciprocity and cynicism were found to have significant effects on corporate reputation. These results suggest that corporate CSR activities could reduce cynicism and induce reciprocal emotions in consumers. In addition, it was found that corporate reputation did not significantly affect customer satisfaction but did significantly affect customer loyalty. This study has academic significance because it examined the two mechanisms of reciprocity and cynicism by which the CSR activities of companies affect consumer reactions.

Abstract

This study examined how consumer responses to corporate social responsibility (CSR) activities affect customer satisfaction and customer loyalty. Existing CSR-related studies have suggested that CSR activities affected various dependent variables, such as corporate trust, customer satisfaction, corporate value, corporate evaluation, customer loyalty, and product evaluation. However, this study focused on the affective and cognitive pathways by which CSR activities affected consumer responses and verified the effects on corporate reputation through the affective path of reciprocity variables and the cognitive path of consumer cynicism. It was found that CSR activities had positive effects on reciprocity but negative effects on customer cynicism. Reciprocity and cynicism were found to have significant effects on corporate reputation. These results suggest that corporate CSR activities could reduce cynicism and induce reciprocal emotions in consumers. In addition, it was found that corporate reputation did not significantly affect customer satisfaction but did significantly affect customer loyalty. This study has academic significance because it examined the two mechanisms of reciprocity and cynicism by which the CSR activities of companies affect consumer reactions.

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관련 논문AI추천

Corporate Social Responsibility Reloaded: The Role of Affective and Cognitive Mechanism박종철, 이동진한국상품학회 · 상품학연구2020 · 제38권 제6호The Effects of the Perceived Motivation Type toward Corporate Social Responsibility Activities on Customer Loyalty김경진, 박종철한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2009 · 제19권 제3호The Effect of Corporate Social Responsibility Activities on Consumer Responses: The Mediating Role of Perceived Value and Trust이정, 박종철한국상품학회 · 상품학연구2022 · 제40권 제5호기업의 사회적 책임활동을 통한 기업이미지 및 고객가치 향상이 고객충성도에 미치는 영향김종호, 송인암, 황희중한국유통과학회 · 유통과학연구2014 · 제12권 제8호Consumer's Mixed Responses to Corporate Social Responsibility: Moderating Roles of Consumer's Perceived Authenticity and Involvement장명균, 정라미한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2024 · 제32권 제2호기업의 사회적 책임활동은 소비자 냉소주의를 감소시키는가?박종철한국상품학회 · 상품학연구2021 · 제39권 제4호

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