earticle

영어

The purpose of this study is to investigate the factors that affect the CSV performance of employees in the company and what kind of internal marketing strategy should be applied to make CSV job successful. In this study, we developed job factors for work composed of job efficacy and sense of job meaningfulness. We also investigated the relationship between CSV work and employee performance. It is necessary to establish a positive attitude toward CSV by having professional knowledge of CSV work to engage employees in CSV work, and we studied CSV expertise and CSV attitude as influential factors of CSV work commitment. We selected companies that is engaged in CSV activities, and conducted a survey on CSV tasks for internal marketing staff and CSV managers. The results of this study are as follows. First, job efficacy and work and performance relationship - related CSV affects CSV expertise positively and sense of job meaningfulness has a positive effect on CSV attitude. Second, CSV expertise has a positive effect on CSV attitude and CSV job commitment, and CSV attitude has a positive effect on CSV work commitment. This study examines the important factors that should be considered for the successful CSV performance of employees who have not been actively researched yet, and suggests a practical contribution way for the strategic plan for CSV success within the company. Based on this research, companies that perform CSV should establish various strategies to improve the CSV performance of employees who perform CSV from the internal marketing point of view as well as external marketing activities such as improvement of corporate image and consumer awareness. To educate employees about CSV work or to discuss their CSV work, it is important to understand CSV work well and to have a high sense of efficacy on CSV work to help improve professional knowledge of CSV work and to have a positive attitude toward CSV work You can make it. In addition to improving CSV empathy for employees, it is also important for employees to be able to reflect CSV performance in their individual work performance, so that employees can more actively improve CSV expertise and become more committed to their duties. There will be. Therefore, in order to successfully execute the CSV strategy through this study, it can be suggested that the company needs to improve CSV awareness and empathy of individual employees and CSV performance evaluation at institutional level.

한국어

본 연구는 기업 내 종업원의 CSV 수행에 영향을 미치는 요인을 도출하여 CSV 직무 수행을 성공적으로 하기 위해서 어떠한 내부 마케팅 전략을 수행하는 것이 적합할지에 대해 살펴보고자 하였다. 종업원이 CSV 업무수행에 영향을 미치는 선행변수로 본 연구에서는 업무효능감, 업무의미감으로 구성된 업무에 영향을 미치는요인을 도출하였으며 CSV 업무와 종업원 성과의 연계성을 연구하였다. 또한 종업원이 CSV 업무에 몰입하기위해 CSV 업무에 대한 전문적 지식을 갖추고 CSV에 대해 긍정적 태도를 형성하는 것이 필요할 것으로 파악하여 CSV 전문성과 CSV 태도를 CSV 업무몰입의 영향요인으로 연구하였다. 이를 위하여 실제 CSV 활동을 활발히 하는 기업을 선정하여 내부 마케팅 직원 및 CSV 담당자를 대상으로 CSV 업무에 대한 설문조사를 실시하였다. 그 결과 첫째, CSV 업무에 대한 업무효능감과 성과연계성은 CSV 전문성에 정(+)의 영향을 미치며 업무의미감은 CSV 태도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, CSV 전문성은 CSV 태도와 CSV 직무몰입에 정(+)의 영향을 미치며 CSV 태도는 CSV 업무몰입에 정(+)의 영향을 주는 것으로 검증되었다. 본 연구를 통해 아직까지 활발한 연구가 수행되지 않았던 종업원의 성공적 CSV 업무수행을 위해 고려해야 할 중요 요인에대해 살펴보고 기업 내부 차원에서 CSV 의 성공을 위한 전략적 방안을 도출하는데 실무적 기여방안을 제안하였다.