원문정보
The Effect of CSR Authenticity On Customer Satisfaction : Dual-Paths Through Compassion and Customer Satisfaction
초록
영어
The purpose of this study is to demonstrate the causal relationship between compassion and trust in the relationship between CSR(corporate social responsibility) authenticity and customer satisfaction, and at the same time verify the dual mediation effect of compassion and trust. As for the sample, a survey was conducted on Koreans using domestic airlines for the past year, and a total of 318 samples were used for empirical analysis. As a result of the study, the effect of CSR authenticity on compassion, the effect of compassion on trust, and the effect of trust on customer satisfaction were significant. In addition, the effect of CSR authenticity on customer satisfaction and the double mediation effect of competition and trust were also significant, and all hypotheses were supported. The implication of this study is that it demonstrated the double mediating effect of competition and trust in the relationship between CSR authenticity and customer satisfaction for domestic airline customers. Therefore, this study will greatly contribute to the spread of a compassionate service culture and trust formation of low cost airlines in the future.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. CSR진정성과 컴페션의 관계
2. 컴페션과 신뢰의 관계
3. 신뢰와 고객만족의 관계
4. CSR진정성과 고객만족과의 관계
5. 컴페션과 신뢰의 이중매개
Ⅲ. 연구설계
1. 연구모형
2. 표본 및 빈도분석
3. 조작적 정의 및 변수의 측정
Ⅳ. 실증분석
1. 변수들 간의 확인적 요인분석(CFA) 및 연구모형의 적합도
2. 상관관계분석 및 타당성 검증
3. 연구모형의 경로계수 분석
4. CSR 진정성과 고객만족의 관계에서 컴페션과 신뢰의 이중매개효과
Ⅴ. 결론
참고문헌