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중국진출 한국기업에 대한 중국 소비자들의 기업연상이 고객 충성도에 미치는 영향 - 북경지역 소비자를 중심으로 -

The Effects of Chinese Consumers’ Corporate Association of Korean Companies in China on Consumer Loyalty - Focusing on Consumers in Beijing -

윤성환
중국연구소 (INSTITUTE OF CHINESE STUDIES, Hankuk University of Foreign St)|2012.11|중국연구 (Journal of Sinology and China Studies)|제56권 |pp. 149-177|DOI 10.18077/chss.2012.56..007

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키워드

Corporate CredibilityKorean Firms in ChinaConsumer LoyaltyCorporate Ability AssociationCorporate Social Responsibility AssociationsCorporate-Consumer Identification
주제분류중국어와문학

초록

This study analyzes how corporate ability association and corporate social responsibility associations of three Korean Firms in the China market affected corporate credibility, company-consumer identification and consumer loyalty by Chinese consumer. It includes two findings. First, Chinese consumers showed a favorable response to the efforts of three Korean companies of corporate ability association and corporate social responsibility associations and such corporate association turn out to be positively influential on corporate credibility. Second, the corporate credibility and company-consumer identification as to three Korean companies displayed by Chinese consumers induces positive influences on consumer loyalty, but corporate credibility has’t significantly effect on company-consumer identification. These outcomes show that three Korean corporations entering China market should make more efforts to build concrete corporate association types in the long-term business strategy not a short-term view and suggest the necessity of systematic corporate identity.

Abstract

This study analyzes how corporate ability association and corporate social responsibility associations of three Korean Firms in the China market affected corporate credibility, company-consumer identification and consumer loyalty by Chinese consumer. It includes two findings. First, Chinese consumers showed a favorable response to the efforts of three Korean companies of corporate ability association and corporate social responsibility associations and such corporate association turn out to be positively influential on corporate credibility. Second, the corporate credibility and company-consumer identification as to three Korean companies displayed by Chinese consumers induces positive influences on consumer loyalty, but corporate credibility has’t significantly effect on company-consumer identification. These outcomes show that three Korean corporations entering China market should make more efforts to build concrete corporate association types in the long-term business strategy not a short-term view and suggest the necessity of systematic corporate identity.

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