ABSTRACT

Purpose - Recently, a variety of activities for practicing the continuing management of domestic and foreign companies have been conducted and further, corporate social responsibility for maximizing the value of stakeholders such as customers, cooperative companies, and the local community emerges as a key business strategy. Accordingly, the issue of whether corporate image and customer value through corporate social responsibility activities positively affect customer loyalty and customer attitude is investigated in this study. Research design, data, and methodology - Corporate social responsibility activities are classified into legal and moral activities, environmental protection activities, economic activities, and community service activities; further, customer values are classified into emotional value, functional value, and social value, to determine the parameters. In addition, the strategic approach direction of social responsibility activities is justified as a strategy for effectively achieving the expected results that corporations seek by proving the effect of these parameters on customer loyalty. Results - The study results can be summarized as follows. First, legal and moral activities, environmental protection activities, economic activities, and community service activities are four types of CSR activities affecting meaningful improvements in corporate image. Second, legal and moral activities affect factors that meaningfully improve customer value, including factors such as emotional value, functional value, and social value, while environmental protection activities affect improvements in the factor of social value only. Third, corporate image affects meaningful improvements in customer value. Fourth, corporate image affects improvements in customer loyalty positively. Fifth, the three factors of customer value, that is, emotional value, functional value, and social value affect meaningful improvements in customer loyalty. Sixth, customer value acts to partly mediate the effect of companies’ CSR activities on customer loyalty. As shown in the study results above, it was verified that CSR activities affect meaningful improvements in corporate image and customer value and, in turn, corporate image and customer value affect meaningful improvements in customer loyalty. In addition, it was verified that customer value acts to partly mediate the effects of companies’ CSR activities on customer value. Conclusions - Accordingly, the results of this study suggests as follows. First, it was clearly verified that customers’ recognition of CSR efforts has a positive effect on corporate image, customer value, and loyalty because CSR activities improve the relationships between customers and corporations by providing customers with value. Second, it was suggested that corporations implement social contribution activities strategically according to the theory that the higher the rate of CSR activities, the better the corporate image and repurchase intention would be, which is a theory verified through practical analysis. Corporations should do this by constructing positive relationships from the value perceived by customers. To summarize the study results in a brief manner, it is suggested by the results of the study that a corporation should conduct CSR more actively to make customers recognize the positive image of their products and services.

KEYWORD

Corporate Social Responsibility, Corporate Image, Customer Value, Customer Loyalty

REFERENCES(58)open

  1. [jounal] Babin, B. J. / 1994 / Work and fun : Measuring hedonic and utilitarian shopping value / Journal of Consumer Research 20 (2) : 644 ~ 656

  2. [jounal] Baron, R. M. / 1986 / The Moderate-mediator variable distriction in social psychological research : conceptual, strategic, and statistical considerations / Journal of Personality and Social Psychology 51 (1) : 1173 ~ 1182

  3. [jounal] Bhattacharya, C, B. / 2009 / Strengthening Stakeholder-Company Relationship Through Mutually Beneficial Corporate Social Responsibility Initiatives / Journal of Business Ethics 85 (1) : 257 ~ 272

  4. [jounal] Bitner, M. J. / 1990 / Evaluating service encounters : The effects of physical surroundings and employee respondence / Journal of Marketing 54 (2) : 69 ~ 82

  5. [jounal] Bowen, J. T. / 2001 / The relationship between customer loyalty and customer satisfaction / International Journal of Contemporary Hospitality Management 13 (5) : 213 ~ 227

  6. [jounal] Brown, T. J. / 1997 / The company and the product : corporate Associations and Consumer Product Responses / Journal of Marketing 61 (1) : 68 ~ 84

  7. [jounal] Carroll, A. B. / 1979 / A three dimensional conceptual model of corporate social performance / Academy of Management Review 4 (1) : 497 ~ 505

  8. [other] Caudron, S. / 1997 / February). Forget your image : It's your reputation that matters / Industry Week : 13 ~ 16

  9. [jounal] Chang, T. Z. / 1994 / Price, Product Information, and Purchase Intention : An Empirical Study / Journal of the Academy of Marketing Science 22 (1) : 16 ~ 27

  10. [thesis] Cho, Yoon-sung / 2009 / Effect of corporate social responsibility(CSR) on the quality of customer relationship : comparative perspectives between promotion focus customers and prevention focus customers

  11. [jounal] Cronin, J. J. / 2000 / Assessing the Effect of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments / Journal of Retailing 76 (2) : 193 ~ 218

  12. [jounal] Dahlsrud, A. / 2008 / How Corporate Social Responsibility is Defined : an Analysis of 37 Definitions / Corporate Social Responsibility and Environmental Management 15 (1) : 1 ~ 13

  13. [jounal] Dick, A. / 1994 / Customer loyalty : toward an intergrated conceptual Framework / Journal of the Academy of Marketing Science 22 (1) : 99 ~ 113

  14. [book] Dowling, G. / 2002 / Creating Corporate Reputation, Identify, Image and Performance / Oxford University Press Inc

  15. [jounal] Garbarino, E. / 1999 / The different roles of satisfaction, trust, and commitment in customer relationships / Journal of Marketing 63 (2) : 70 ~ 87

  16. [jounal] Hansen, G. / 2004 / Corporate Social Responsibility : An Economic and Financial Framework / The Geneva Papers on Risk and Insurance Issues and Practice 30 (3) : 387 ~ 409

  17. [book] Holbrook, M. B. / 1994 / Service Quality: New Directions in Theory and Practice / Sage Publications : 1 ~ 19

  18. [jounal] Hwang, Byeong-Il / 2004 / The Effects of Perceived Service Quality on Customer Satisfaction, Brand toward Attitude and Customer Loyalty / Korean Business Review 17 (2) : 131 ~ 159

  19. [jounal] 황희중 / 2013 / 글로벌 품질보증 경영 전략에 관한 연구: 브랜드 명성 및 제조 국가 이미지를 중심으로 / 유통과학연구 11 (2) : 23 ~ 33

  20. [thesis] Jeong, Yoon-Say / 2002 / Study of the effects of customer satisfaction, switching costs, and corporate image on the customer loyalty to the internet shopping mall

  21. [jounal] Jones, T. O. / 1995 / Why satisfied customer defect / Harvard Business Review 73 (4) : 88 ~ 99

  22. [jounal] Julian, G. / 1999 / The impact of employee performance cues on guest loyalty, perceived value and service quality / The service Industries Journal 19 (3) : 97 ~ 118

  23. [thesis] Kang, Byoung-Chan / 2012 / Luxury Tourism Recognition and Perceived Value, and Their Effects on Brand Attitude and Behavioral Intention

  24. [jounal] 김해룡 / 2005 / 기업의 사회적 책임에 대한 척도 개발 / 마케팅연구 20 (2) : 67 ~ 87

  25. [thesis] Kim, Jun-Ho / 2005 / Study on the changed Expectation of Customers of the Service Quality

  26. [jounal] Kim, Jung-Su / 2002 / The Effect of Customer`s Perceived Value of Internet Banking an Customer Loyalty / Asia Pacific Journal of Information System 8 (4) : 215 ~ 235

  27. [thesis] Kim, Soon-Woo / 2009 / The Effect of Title Sponsorship of Tennis Championship on a brand and an Image of Enterprises

  28. [jounal] 김이태 / 2008 / 기업이미지가 고객가치와 고객충성도에 미치는 영향 / 한국콘텐츠학회 논문지 8 (1) : 75 ~ 85

  29. [book] Kotler, P. / 1998 / Principles of Marketing / Prentice Hall

  30. [book] Kotler, P. / 1994 / Marketing Management / Prentice Hall

  31. [jounal] Lee, Hak-Sik / 1999 / The Relationship between Market Orientation and Business Performance, and Mediators in the Hotel Industry / Korea Business Review 61 (1) : 47 ~ 72

  32. [jounal] 이한준 / 2009 / 기업의 사회적 책임활동이 제품 및 기업평가에 미치는 영향: 신뢰의 매개역할을 중심으로 / 마케팅연구 24 (1) : 231 ~ 250

  33. [book] Loudon, D. L. / 1987 / Consumer behavior / MacGraw-Hill

  34. [jounal] Maignan, I. / 2004 / Corporate social responsibility and marketing : an integrative framework / Journal of the Academy of Marketing science 32 (1) : 3 ~ 19

  35. [jounal] Marin, L. / 2009 / The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior / Journal of Business ethics 84 (1) : 65 ~ 78

  36. [jounal] Martensen, A. / 2003 / Improving Library Users'Perceived Quality, Satisfaction and Loyalty : An Integrated Measurement and Management System / Journal of Academic Librarianship 29 (3) : 140 ~ 147

  37. [jounal] Martensen, A. / 2003 / The Drivers of Customer Satisfaction and Loyalty : Cross-industry Findings from Denmark / Total Quality Management 11 (4) : 544 ~ 554

  38. [jounal] Morgan, R. M. / 1994 / The Commitment-Trust Theory of Relationship Marketing / Journal of Marketing 58 (1) : 20 ~ 38

  39. [jounal] Nguyen, N. / 1998 / The mediating role of corporate image on customers’ retention decisions : An investigation in financial service / International Journal of Bank Marketing 16 (2) : 52 ~ 65

  40. [jounal] Oliver, R. L. / 1999 / Whence consumer loyalty? / Journal of Marketing 63 (Special Issue) : 33 ~ 44

  41. [book] Oliver, S. L. / 1997 / Non-random Reflections on Health Services Research / BMJ Publishing Group : 271 ~ 272

  42. [jounal] Parasuraman, A. / 2000 / Serving customers and consumers effectively in the twenty-first century : a conceptual framework and overview / Journal of the Academy of Marketing Science 28 (1) : 9 ~ 16

  43. [thesis] Park, Rye-Gyu / 2010 / Impact of Corporate Characteristics and Corporate Social Responsibility on Brand Attitude and Loyalty

  44. [jounal] Peterson, D. K. / 2004 / The Relationship between Perceptions of Corporate Citizenship and Organizational Commitment / Business and Society 43 (3) : 296 ~ 379

  45. [book] Petkoski, D. / 2003 / Policy for Corporate Social Responsibility

  46. [jounal] Rusbult, C. E. / 1983 / A longitudinal test of the investment model : The impact on job satisfaction, job commitment, and turnover of variations in rewards, costs, alternatives, and investments / Journal of Applied Psychology 68 (1) : 429 ~ 438

  47. [jounal] Sen, S. / 2001 / Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility / Journal of Marketing Research 38 (1) : 225 ~ 243

  48. [thesis] Seo, Hyun-Sook / 2010 / Analysis of casuality relation between causes & effects of multi-dimensional convenience

  49. [jounal] Sethi, S. P. / 1975 / Dimensions of Corporate Social Responsibility / California Management Review 15 (2) : 17 ~ 24

  50. [jounal] Sheth, J. N. / 1991 / Why We Buy What We Buy : A Theory of Consumption Values / Journal of Business Research 22 (2) : 159 ~ 170

  51. [jounal] 송인암 / 2013 / 한국 이동통신시장에서 고객충성도 결정요인에 관한 연구 – SNS 사용의 조절효과를 중심으로 / 정보사회와 미디어 26 (26) : 74 ~ 101

  52. [jounal] Spinkle, G. B. / 2010 / The benefits and costs of corporate social responsibility / Business Horizon 53 (1) : 445 ~ 453

  53. [jounal] Sweeney, J. C. / 2001 / Consumer perceived value : the development of a multiple item scale / Journal of retailing 77 (2) : 203 ~ 220

  54. [jounal] Taylor, S. A. / 1994 / An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions / Journal of Retailing 70 (2) : 163 ~ 178

  55. [other] Thaler, R. H. / 2012 / Corporate Citizens do well by doing good to others / The korea Herald. 2012. 1. 26

  56. [jounal] Yoo, Tae-Yong / 1994 / Exploratory Study on Factor Structure of Trait Adjectives Describing Corporate Image / The Korean Journal of Industrial and Organizational Psychology 8 (1) : 29 ~ 54

  57. [jounal] 윤각 / 2003 / 기업의 사회공헌활동과 기업광고가 기업이미지와브랜드태도형성에 미치는영향력에관한연구 / 광고연구 61 (2003) : 47 ~ 72

  58. [jounal] Zeithaml, V. A. / 1988 / Consumer perceptions of price, quality, and value : A means-end model and synthesis of evidence / Journal of Marketing 52 (3) : 2 ~ 21