기업의 사회적 책임활동은 소비자 냉소주의를 감소시키는가?
Does Corporate Social Responsibility Reduce Consumer Cynicism?
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
CSR활동과 관련된 과거 연구들은 주로 기업의 CSR활동이 기업태도, 제품태도, 기업평판, 그리고 기업이미지 등에 미치는 효과를 고찰하였다. 특히, Homburg et al.(2013)은 CSR활동의 3대 성과로 고객만족, 기업평판, 고객충성도를 제시하였다. 그리고 고객만족, 기업평판, 고객충성도 요인은 CSR활동의 전략적 성과변수로 제시되어 왔으며, 특히 CSR활동과 성과변수 간의 관계에서 신뢰(trust), 호혜성(reciprocity), 고마움(gratitude) 같은 인지적 요소와 감정적 요소가 중요한 매개변수로 제시되었다. 그러나 본 연구는 기업의 CSR활동이 소비자들로 하여금 긍정적 감정반응이나 인지적 반응을 유발할 수도 있지만, 기업에 대해 불신감을 줄여주는 역할도 수행할 것으로 예상하였다. 이에 본 연구자는 이러한 불신감을 줄여주는 심리적 기제로 소비자 냉소주의 변수를 제시하였고, 그 결과를 실증적으로 규명하고자 하였다. 분석결과, 기업의 CSR활동에 대한 연상을 높게 지각할수록 해당 기업에 대한 소비자 냉소주의는 낮아지는 것으로 나타났다. 그리고 소비자 냉소주의를 낮게 지각할수록, 고객만족과 고객충성도는 더 높아지는 것으로 나타났다. 이러한 결과를 통해 볼 때 본 연구는 기업의 CSR활동과 고객만족, 그리고 고객충성도 간의 관계에서 소비자 냉소주의라는 새로운 심리적 변수를 제시하였다는 점에서 이론적 시사점을 지닌다. 또한, 기업평판이 좋지 않은 기업들이 CSR활동을 수행하는 경우, 본 연구결과는 해당 기업들이 소비자들로 하여금 이기적 행동 혹은 전략적 행동에 대한 의심을 줄여줄 수 있음을 제시한다. 따라서 기업의 입장에서 자사의 부정적 이미지를 줄여줄 수 있는 활동으로서 CSR을 전략적으로 활용한다면, 효과적인 기업성과 혹은 소비자 반응을 유발하는 데 도움을 제공할 것으로 기대한다.
Abstract
Previous studies related to CSR activities mainly considered the effect of the CSR activities on corporate attitudes, product attitudes, corporate reputations, and corporate images. In particular, Homburg et al. (2013) presented customer satisfaction, corporate reputation and customer loyalty as three major outcome variables of CSR activities. In addition, customer satisfaction, corporate reputation and customer loyalty factors have been presented as strategic performance variables for CSR activities, especially in the relationship between CSR activities and performance variables, cognitive and emotional factors such as trust, reciprocity and gratitude have been presented as important parameters. However, the study predicted that the CSR activities would also play a role in reducing its distrust of the entity, although they might cause consumers to respond positively or cognitively. Thus, this researcher presented the consumer cynicism variable as a psychological mechanism to reduce this distrust and tried to empirically identify the results. The analysis showed that the higher the perception of the corporation association with CSR activities, the lower the consumer cynicism towards that entity. And the lower the perception of consumer cynicism, the higher the customer satisfaction and loyalty. From these results, the study has theoretical implications in that it presents a new psychological variable, consumer cynicism, in the relationship between an entity's CSR activities, customer satisfaction, and customer loyalty. In addition, if companies with poor corporate reputations perform CSR activities, the results of this study suggest that those companies may reduce consumers' doubts about selfish or strategic behavior. Therefore, if CSR is used strategically as an activity that can reduce the company's negative image, it is expected that it will help to induce effective business performance or consumer response.
참고문헌 (37)
- 나준희, "공익제시 유형이 공익연계 마케팅의 평가에 미치는 영향", 경영학연구, 36(2), pp.551~571 (2007), 한국경영학회
- 박종철, "기업의 사회적 책임활동이 고객충성도에 미치는 영향 : 호혜성과 신뢰의 매개역할", 마케팅관리연구, 14(4), pp.19~35 (2009), 한국마케팅관리학회
- 배병렬, "LISREL 구조방정식모델" (2006), 청람
- 유건우, "소비자 냉소주의와 공익연계마케팅 전략", 소비자학연구, 26(6), pp.129~160 (2015), 한국소비자학회
- 장혜원, "사회적 이슈에 기반한 기업 사회적 책임 차원: 중국 시장 중심으로", 비즈니스융복합연구, 5(1), pp.23~28 (2020), 한국비즈니스학회[DOI]
- Anderson, E., "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, 29(1), pp.18~34 (1992)
- Anderson, E., "Customer Satisfac-tion, Market Share, and Profitability : Findings from Sweden", Journal of Marketing, 58(3), pp.53~66 (1994)
- Bagozzi, R. P., "On the Evaluation of Structural Equation Models", Journal of Academy of Marketing Science, 16(1), pp.74~94 (1988)
- Baron, R. M., "The Moderator-mediator Variable Distinction in Social Psychological Research : Conceptual, Strategic, and Statistical Considerations", Journal of Personality and Social Psychology, 51(6), pp.1173~1182 (1986)
- Berens, G., "Corporate Associations and Consumer Product Responses : The Moderating Role of Corporate Brand Dominance", Journal of Marketing, 69(3), pp.35~48 (2005)
- Brown, T. J., "The Company and the Product: Corporate Associations and Consumer Product Responses", Journal of Marketing, 61, pp.68~84 (1997)
- Carroll, A. B., "Business Ethics" (2000), McGraw-Hill
- Churchill, G., "An Investigation into the Determinants of Customer Satisfaction", Journal of Marketing Research, 19(10), pp.491~504 (1982)
- Chylinski, M., "Consumer Cynicism : Antecedents and Consequences", European Journal of Marketing, 44(6), pp.796~837 (2010)
- Cronin Jr, J. J., "Measuring Service Quality : A Reexamina-tion and Extension", Journal of Marketing, 56(3), pp.55~68 (1992)
- Dean, J. W., "Organizational Cynicism", Academy of Management Review, 23(2), pp.341~352 (1998)
- Fornell, C., "The American Customer Satisfaction Index : Nature, Purpose, and Findings", Journal of Marketing, 60(4), pp.7~18 (1996)
- Godfrey, P. C., "The Relationship between Corporate Social Responsibility and Shareholder Value : An Empirical Test of the Risk Management Hypothesis", Strategic Management Journal, 30(4), pp.425~445 (2009)
- Helm, S., "Handbook of Partial Least Squares", pp.515~534 (2010)
- Hoeffler, S., "Building Brand Equity through Corporate Societal Marketing", Journal of Public Policy and Marketing, 21(1), pp.78~89 (2002)
- Homburg, C., "Corporate Social Responsibility in Businessto-Business Markets : How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement", Journal of Marketing, 77(6), pp.54~72 (2013)
- Kotler, P., "Marketing Management Analysis, Planning, Implementation and Control" (1991), Prentice-Hall, Inc
- Lantos, G. P., "The Ethicality of Altruistic Corporate Social Responsibility", Journal of Consumer Marketing, 19(3), pp.205~230 (2002)
- Luo, X., "Corporate Social Responsibility, Customer Satisfaction, and Market Value", Journal of Marketing, 70(4), pp.1~18 (2006)
- Maignan, I., "Corporate Social Responsibility and Marketing : An Integrative Framework", Journal of Academy of Marketing Science, 32(1), pp.3~19 (2004)
- McWilliams, A., "Corporate Social Responsibility : A Theory of the Firm Perspective", Academy of Management Review, 26(1), pp.117~127 (2001)
- Neves, P., "Organizational Cynicism : Spillover Effects on Supervisor-Subordinate Relationships and Performance", The Leadership Quarterly, 23(5), pp.965~976 (2012)
- Nunnally, J. C., "Psychometric Theory" (1978), McGraw-Hill
- Orlitzky, M., "Strategic Corporate Social Responsibility and Environmental Sustainability", Business and Society, 50(1), pp.6~27 (2011)
- Palmatier, R. W., "The Role of Customer Gratitude in Relationship Marketing", Journal of Marketing, 73(9), pp.1~18 (2009)
- Porter, M., "Strategy and Society : The Link between Competitive Advantage and Corporate Social Responsibility", Harvard Business Review, 84(12), pp.78~92 (2006)
- Porter, M., "Creating Shared Value", Harvard Business Review, 89(1, pp.2) (2011), 62~77
- Sirdeshmukh, D., "Consumer Trust, Value, and Loyalty in Relationship Exchange", Journal of Marketing, 66(1), pp.15~37 (2002)
- Stanley, D. J., "Employee Cynicism and Resistance to Organizational Change", Journal of Business and Psychology, 19(4), pp.429~459 (2005)
- Starkey, K., "Rethinking the Business School", Journal of Management Studies, 41(8), pp.1521~1531 (2004)
- Vaaland, T. I., "Corporate Social Responsiveness : Exploring the Dynamics of ‘Bad Episodes’", European Management Journal, 23(5), pp.495~506 (2005)
- Wood, D. J., "Stakeholder Mismatching : A Theoretical Problem in Empirical Research on Corporate Social Performance", International Journal of Organizational Analysis, 3(3), pp.229~267 (1995)