초록 열기/닫기 버튼
본 연구에서는 경제적 책임활동․법적 책임활동․윤리적 책임활동․자선적 책임활동으로 구분된 기업의 사회적 책임활동과 기업명성 그리고 고객신뢰간의 관계를 파악하고자 하였다. 또한 기업특성과 사회적 책임활동의 적합도 수준에 따른 차이가 있는지에 대한 조절효과를 알아보고자 하였다. 개별 기업의 사회적 책임활동에 관한 사례를 인지하고 있는 표본을 대상으로 자료를 수집하였으며 공분산 구조분석을 바탕으로 분석하였다. 연구결과에 의하면 경제적 책임활동과 자선적 책임활동은 기업명성에 긍정적인 영향을 미치는 것으로 나타났으며 기업명성은 고객신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 반면 법적 책임활동과 윤리적 책임활동은 기업명성에 유의한 영향을 미치지 못하는 것으로 나타났다. 아울러 기업특성과 사회적 책임활동의 적합도 수준에 따른 차이가 있는 것으로 나타났다. 이는 기업이 자사의 특성과 적합한 사회적 책임활동을 수행함으로 장기적인 기업명성과 고객신뢰를 얻어 기업의 전략적인 효과를 낼 수 있음을 시사한다.
This study is about corporate social responsibility activities, corporate reputation and customer relationship of trust. Economic responsibility, ethical responsibility, legal responsibility and charity responsibility constitute the CSR activity based on existing research. Also we want to found the effect of fit between character of corporate and social responsible activity. We collected samples that have case of social responsible activity of corporation and we accomplished lisrel. According to research results, economic responsible activity and charity responsible activity was corresponded with corporate reputation and corporate reputation affect considerably to the customer trust. But we could see a legal responsible activity and a ethical responsible activity was not corresponded. In addition, it was vivid that the fit between corporate character and social responsible activity was effective. This results suggest that corporate can be affected corporate reputation to do social responsible activity that adapted to its character.
This study is about corporate social responsibility activities, corporate reputation and customer relationship of trust. Economic responsibility, ethical responsibility, legal responsibility and charity responsibility constitute the CSR activity based on existing research. Also we want to found the effect of fit between character of corporate and social responsible activity. We collected samples that have case of social responsible activity of corporation and we accomplished lisrel. According to research results, economic responsible activity and charity responsible activity was corresponded with corporate reputation and corporate reputation affect considerably to the customer trust. But we could see a legal responsible activity and a ethical responsible activity was not corresponded. In addition, it was vivid that the fit between corporate character and social responsible activity was effective. This results suggest that corporate can be affected corporate reputation to do social responsible activity that adapted to its character.
키워드열기/닫기 버튼
corporate social responsibility, corporate feputation, trust, fit
