기업의 사회적 책임이 신뢰와 기업-소비자 동일시를 통해 고객충성도에 미치는 영향

Abstract

Abstract Today the concept of corporate social responsibility has become an essential element for coexistence of corporations and the society. In this study the impact of four responsibilit ies of business organizations proposed by Archie Carroll (economic, legal, ethical, and discretionary) on customer loyalty through the mediating effect of trust and com-pany-consumer identification is analyzed. A questionnaire surve y was conducted for four well-known Korean companies (Dong Suh Food, LG Household and Health Care, Samsung Electronics, and Hyundai Motor). After factor analysis, legal and ethical responsibilities were grouped as the same factor, thus three social responsibilities were finally used for hypotheses testing. Major findings were as follows：First, economic responsibilities had positive impact on honesty trust, professionalism trust, favorableness trust, a nd company-consumer identification, Second, legal/eth-ical responsibilities were found to have significant effects on honesty trust, favorableness trust, and company-consum-er identification. Third, in the case of discretionary responsi bilities, professionalism trust, favorableness trust, and company-consumer identification were revealed to have a significant positive relationship. Fourth, only two trust variables (honesty and professionalism) and company-consumer identification had positive influence on the loyalty of customers. These findings are expected to help decision make rs to set up corporate objectives and choose action items for corporate social responsibility. At the last part, implications of the study and future research directions were discussed.