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기업의 사회적 책임활동과 고객공감 간의 관계와 성과: 기업 간 거래의 관점

The Relationship between Corporate Social Responsibility and Customer Empathy and Its Outcomes

박종철|홍성준
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2023.06|상품학연구 (Journal of Product Research)|제41권 제3호|pp. 39-46|DOI 10.36345/kacst.2023.41.3.005

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인지적 공감정서적 공감cognitive empathycorporate social responsibility기업의 사회적 책임활동고객공감affective empathycustomer empathy자선적 CSRphilanthropic CSR사업수행 CSRbusiness practice CSR
주제분류경영학

초록

최근 관계마케팅 영역에서 성과를 창출하는 감정변수의 역할이 주목을 받고 있다. 본 연구는 기업 간 거래 맥락에서 기존 연구들이 개인 단위에서 주로 연구해왔던 고객공감과 이를 유도하는 관계 혜택으로서 두 가지 기업의 사회적 책임 활동의 관계를 살펴보았다. 구체적으로 이해관계자 이론에 따라 기업의 사회적 책임활동을 사업수행 CSR (1차 이해 관계자 대상)과 자선적 CSR (2차 이해 관계자 대상)으로 구분하였고, 2가지 고객공감 즉, 인지적, 정서적 고객공감 간의 관계를 실증하였다. 155개 기업에 대한 실증 분석을 수행한 결과 사업수행 CSR활동과 자선적 CSR활동이 인지적 공감과 정서적 공감에 긍정적 영향을 미치고 있음을 확인하였다. 또한 2가지 공감도 관계성과에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 본 연구는 주로 개인 단위에서 이루어져 왔던 감정 연구를 기업 간 거래로 확장하였을 뿐만 아니라 관계성과 창출요인으로 감정변수인 고객공감을 새롭게 도입하여 이의 긍정적인 역할을 확인하였다. 특히, 기존 연구에서 공감의 선행요인 관련 연구가 미흡한 상황에서 기업의 관계구축 전략으로서 사회적 책임이 공감을 유도하는 요인임을 밝혀 어떻게 공감을 만들 수 있는지에 대한 시사점을 제시하였다. 더 나아가 본 연구를 통해 기업 간 거래에서 감정변수인 고객공감과 CSR활동의 다양한 역할과 잠재력을 확인할 수 있을 것으로 기대한다.

Abstract

Recently, the role of emotional variables in linking performance in relationship marketing has received increasing attention. This study examines the relationship between customer empathy and two types of corporate social responsibility activities as relationship benefits in the context of business-to-business transactions, which have been mainly studied at the individual level. Specifically, we empirically examine the relationship between two types of customer empathy, cognitive and affective empathy, with business practice CSR (for primary stakeholder) and philanthropic CSR (for secondary stakeholder), based on stakeholder theory. Based on the empirical analysis of 155 companies we found that business practice CSR activities and philanthropic CSR activities have a positive impact on cognitive empathy and affective empathy. The two types of empathy also have a positive impact on relationship performance. This study not only extends emotion research which has been mainly conducted at the individual level, to business-to-business transactions, but also introduces a new emotion variable, customer empathy, as a generator of relationship performance and confirms its positive role. In particular, we found that social responsibility as a relationship-building strategy of a company is a factor that induces empathy in a situation where existing research on the antecedents of empathy is lacking, and we provided implications on how empathy can be created. Furthermore, this study is expected to confirm the various roles and potentials of customer empathy and CSR activities as emotional variables in business-to-business transactions.

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