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RESEARCH ARTICLE

미용실의 사회적 책임활동에 따른 브랜드이미지가 브랜드신뢰와 고객만족 및 재방문의도에 미치는 영향

원문정보

The Effect of Brand Image According to Corporate Social Responsibility (CSR) on Brand Trust, Customer Satisfaction and Revisit Intention

서예지, 박은준

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초록

영어

With the expansion of corporate influence on society, Corporate Social Responsibility (CSR) has been drawing more needs and attention. It is not easy to maximize profit pursuit, the fundamental goal of business, through social responsibility. For the reason, the CSR had not been recognized as a main management strategy. Accordingly, this study tried to investigate how the brand images based on corporate social responsibility would influence customer reliability and satisfaction and their revisit intention. This study came to the following results: First, the demographic characteristics of the consumers who experienced beauty shops were investigated. Secondly, according to the factor analysis on brand images and brand reliability, two factors were drawn in each one of them. Thirdly, according to the influence of the brand images based on corporate social responsibility on brand reliability, the higher a brand image was, the higher brand reliability became. Fourthly, according to the influence of the brand images based on corporate social responsibility on customer satisfaction and their revisit intention, the higher a brand image was, the higher customer satisfaction and revisit intention were. Given the results, it was found that the brand images based on the social responsibility that beauty shops took positively influenced customer satisfaction and revisit intention. Therefore, it is considered that beauty shops need to have good brand images through their corporate social responsibility in order to improve customer service and attract more customers.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 사회적 책임활동
  2. 브랜드이미지
  3. 브랜드신뢰
  4. 고객만족
  5. 재방문의도
 Ⅲ. 연구방법
  1. 연구문제
  2. 연구대상 및 자료수집
  3. 측정도구
 Ⅳ. 연구결과 및 고찰
  1. 조사대상의 인구 통계적 특성
  2. 브랜드이미지과 브랜드신뢰의 각 차원
  3. 브랜드이미지가 브랜드신뢰와 고객만족 및 재방문의도에 미치는 영향
 Ⅴ. 결론
 참고문헌

저자정보

  • 서예지 Ye-Ji Suh. 서경대학교 대학원 미용예술학과
  • 박은준 Eun-Jun Park. 서경대학교 예술대학 미용예술학과

참고문헌

자료제공 : 네이버학술정보

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