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CSR 활동이 고객충성도에 미치는 영향 : 중국진출 국내 3개 기업을 중심으로

The Effects of Corporate Social Responsibility Activities on Consumer Loyalty : Focused on the 3 domestic company advancing into China

김철|윤성환
중국연구소 (INSTITUTE OF CHINESE STUDIES, Hankuk University of Foreign St)|2010.03|중국연구 (Journal of Sinology and China Studies)|제48권 |pp. 433-461|DOI 10.18077/chss.2010.48..022

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키워드

Corporate Social Responsibility ActivitiesCorporate CredibilityKorean Firms in ChinaCompany-Consumer IdentificationConsumer Loyalty
주제분류중국어와문학

초록

This paper examines a variety of activities that Korean corporations in China have had for Chinese consumers in order to fulfill their social responsibility. It further analyzes the ways in which such activities affected Chinese consumers’ reliance and loyalty to Korean corporations in the Chinese market. It includes two findings. First, Chinese consumers showed a favorable response to the efforts of Korean companies to take their social responsibility. Second, such activities caused a positive effect on the Chinese consumers’ reliance and loyalty to the Korean companies. These outcomes shows that Korean corporations entering Chinese markets in the future should make more efforts to build a long-term business strategy and continue to provide their social services for the Chinese society.

Abstract

This paper examines a variety of activities that Korean corporations in China have had for Chinese consumers in order to fulfill their social responsibility. It further analyzes the ways in which such activities affected Chinese consumers’ reliance and loyalty to Korean corporations in the Chinese market. It includes two findings. First, Chinese consumers showed a favorable response to the efforts of Korean companies to take their social responsibility. Second, such activities caused a positive effect on the Chinese consumers’ reliance and loyalty to the Korean companies. These outcomes shows that Korean corporations entering Chinese markets in the future should make more efforts to build a long-term business strategy and continue to provide their social services for the Chinese society.

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