이슈별 CSR 활동이 기업 충성도에 미치는 영향: 국가별 및 산업별 비교 분석
The Relationships between Issue-based CSR Activities and Loyalty: A Cross-Country and Cross-Industry Exploration
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본 연구의 목적은 기업의 사회적 책임 활동(CSR)과 기업 충성도 간의 관계에 초점을 두고 실증함으로써 다음과 같은 공헌점을 제시하는데 있다. 먼저, 이슈별 사회적 책임 활동에 기초해 구분된 각각의 활동(제품/서비스, 종업원 지원, 지역사회개발활동, 평등기회 제공, 환경보호활동)이 소비자의 지각된 사회적 투자에 미치는 영향을 실증하였다. 이는 단순히 사회 공헌적인 목표를 넘어 전략적인 관점에서 기업의 사회적 책임 활동에 대한 소비자의 지각을 살펴봄으로써 효과적인 사회적 책임 활동 실행을 위한 기초 정보를 제공한다는 데에 의미를 지니고 있다. 두 번째로 지각된 사회적 투자 개념의 매개역할을 통해 기업의 사회적 책임 활동과 긍정적 소비자 반응 즉, 기업 충성도 사이의 관계를 설명하고자 하였다. 상호호혜성의 원리에 기초하여 이들 관계를 설명함으로써 사회적 책임 활동을 통한 긍정적 성과 도출의 프로세스를 재조명하였다는 데에 의의가 있을 것이다. 이러한 공헌점 이외에 본 연구에서는 업종별(제조업 vs. 서비스업) 그리고 국가별(한국 vs. 중국)로 개념적 연구모형을 확장 실증 분석 하였으며, 이는 사회적 책임 활동이 시장 특성과 같은 경계 조건에 따라 어떠한 차별적인 효과를 지니고 있는지를 탐색적으로 알 수 있다는 점에서 그 의미를 찾아볼 수 있다. 연구모형 검증에 이용된 자료는 실제 소비자들을 대상으로 개별면접방식으로 수집되어졌으며, 한국(제조업: 175명, 서비스업: 225명)과 중국(제조업: 164명, 서비스업: 243명) 각각에서 수집된 자료가 최종 분석에 이용되었다. 분석 결과 기업의 사회적 책임 활동이 지각된 사회적 투자에 미치는 영향은 국가별 그리고 업종별로 혼재된 결과를 보여주고 있으며, 지각된 사회적 투자와 기업 충성도 간의 관계는 국가와 업종에 관계없이 긍정적인 관계를 일관되게 보여줌으로써 본 연구의 개념적 연구 모형에 대한 강한 지지를 실증해 주었다. 끝으로 이러한 연구 결과에 대한 시사점과 연구의 한계 및 향후 연구 방향이 제시되었다.
Abstract
The research, investigating the relationships between corporate social responsibility (CSR) activities and corporate loyalty, has two distinct intended contributions. First, we want to empirically test whether activities based on different CSR issues (such as products/services, employee support, community support, equal opportunity, environment) have a differential impact on consumer perceptions of CSR investment by the company. We consider this important because companies are surrounded by uncertainty and incorrect beliefs about what matters to consumers, which results in CSR activities that are ineffectively implemented. Second, we provide empirical evidence for the impact of perceived CSR investment on loyalty. Based on the reciprocity principle, this effect has been examined extensively in dyadic relationships such as business to consumer(BtoC) and business to business(BtoB), but to our knowledge, it has not been included yet as a topic of empirical investigation in triangular relationships such as company-society-consumer. In addressing these issues, we hope to attempt to validate CSR studies across settings are still exceptional. So we conduct a fairly comprehensive and rigorous test of our research hypotheses by empirically cross-validating our conceptual model in a multi-country(China vs. Korea) and multi-industry(Manufacturing vs. Service) context. Information was collected from real consumers. Mall-intercept personal interviews were administered in the Korea(manufacturing: n = 175, service: n = 225) and China(manufacturing: n = 164, service: n = 243). The results show that in each sample, all significant relationships between latent constructs except the relationships CSR activities and perceived CSR investment are in the hypothesized direction, which provides initial evidence for our conceptual model. An important findings is that the relationship between perceived CSR investment and loyalty are confirmed across all samples. This result provides strong empirical evidence for the cross-validation(countries and industries) of this part of our conceptual model. In examining hypothesis, which explicate the associations between CSR activities and perceived CSR investment, the data provided mixed evidence depending on context(cross-country and cross-industry). The authors discuss implications for managers and avenues for further research.
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