기업의 사회적 책임이 고객의 충성도에 미치는 영향: 글로벌 패스트푸드기업을 중심으로
Effect of Corporate Social Responsibility on Customer Loyalty : Focused on Global Fast Food Company
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기업의 사회적 책임(Corporate Social Responsibility)에 대한 이슈가 다시 이해관계자, 정부, 기업 등 특히 소비자에 의해 주목을 받고 있다. 본 논문의 목적은 CSR(윤리적, 환경적, 웰빙 CSR)이 브랜드 이미지와 고객신뢰에 미치는 영향과 브랜드 이미지와 고객신뢰가 각각 고객충성도에 미치는 영향을 패스트 푸드점을 대상으로 연구하였다. 본 연구 결과 CSR이 브랜드 이미지와 고객신뢰를 통해 고객 충성도에 중요한 변수로서의 역할을 하고 있다는 것을 보여주고 있다. 즉, CSR은 브랜드 이미지와 고객신뢰에 각각 긍정적 영향을 미치며, 브랜드이미지와 고객신뢰는 각각 고객충성도에 긍정적 영향을 미치는 영향을 확인했다. 그러므로 기업의 CSR활동은 고객들에게 기업의 브랜드 이미지를 상승시키고, 고객신뢰를 높여주며 결과적으로 해당기업의 충성고객을 만드는데 많은 영향력을 주는 것으로 사료된다. 이러한 관점에서 본 논문은 요즈음 기업의 사회적 책임이 주목을 받을 때, 패스트푸드 기업이 기업의 목표와 연계하여 CSR활동을 어떻게 효율적으로 전략적으로 실행하여야 하는지를 고려해야 하는데 시사점을 제시하고 있다.
Abstract
Corporate Social Responsibility issues are again attracting attention by stakeholders, governments, and businesses. The purpose of this study is to examine not only the effects of CSR (ethical, environmental, well - being CSR) on brand image and customer trust, but also the effect of brand image and customer respectively trust on customer loyalty. This study shows that CSR plays an important role in customer loyalty through brand image and customer trust. That’s all, CSR has effect on brand image and customer trust. Brand image and customer trust respectively have a positive effect on customer loyalty. Therefore, corporate CSR activities are expected to increase the brand image of the company to the customers, and enhance the customer's trust, and consequently have a great influence on making the loyal customers of the company. From this viewpoint, this paper suggests that fast food companies should consider how to effectively and strategically implement CSR activities in conjunction with corporate goals when corporate social responsibility is gaining attention these days.
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