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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2015.8
- 수록면
- 1,375 - 1,390 (16page)
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초록· 키워드
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Today, customers consider engaging in an environmentally friendly behavior and healthy food. Due to this reason, fast food corporate endeavors diverse ways such as CSR activities, new manus.
The purpose of this paper is to investigate the effects of environmental corporate social responsibility (CSR) (ethical responsibility, environmental responsibility and well-being responsibility) on perceived service quality and brand image, as well as relationships among perceived service quality, brand image, trust, loyalty for fast food restaurant. The study is quantitative in nature, using the responses of 51 university students for pre-test. The data analysis is performed by AMOS 18.
A survey was used to evaluate how CSR influences customer perceptions of the service quality in fast-food restaurants and brand image as well as the effect of trust on loyalty. Confirmatory factor analysis including second-order confirmatory factor were used to assess the reliability and validity of constructs. Structural equation modeling was employed to assess the hypothesized relationships among CSR, perceived service quality, brand image, trust, loyalty.
The study proposes that CSR has a positive effect on perceived service quality, but doesn’t have a positive effect on brand image. The implications of this study highlight the importance of managing CSR for corporations that intend to enhance perceive service quality and brand image. Therefore, fast food firms should consider how CSR activities in connection with corporate goal practice effectively and strategically as well as make the restaurant managers understand the relative importance of each of these elements. This paper is one of the first to highlight the effects of CSR for fast food restaurant as well as relationships among perceived service quality, brand image, trust and loyalty.
The purpose of this paper is to investigate the effects of environmental corporate social responsibility (CSR) (ethical responsibility, environmental responsibility and well-being responsibility) on perceived service quality and brand image, as well as relationships among perceived service quality, brand image, trust, loyalty for fast food restaurant. The study is quantitative in nature, using the responses of 51 university students for pre-test. The data analysis is performed by AMOS 18.
A survey was used to evaluate how CSR influences customer perceptions of the service quality in fast-food restaurants and brand image as well as the effect of trust on loyalty. Confirmatory factor analysis including second-order confirmatory factor were used to assess the reliability and validity of constructs. Structural equation modeling was employed to assess the hypothesized relationships among CSR, perceived service quality, brand image, trust, loyalty.
The study proposes that CSR has a positive effect on perceived service quality, but doesn’t have a positive effect on brand image. The implications of this study highlight the importance of managing CSR for corporations that intend to enhance perceive service quality and brand image. Therefore, fast food firms should consider how CSR activities in connection with corporate goal practice effectively and strategically as well as make the restaurant managers understand the relative importance of each of these elements. This paper is one of the first to highlight the effects of CSR for fast food restaurant as well as relationships among perceived service quality, brand image, trust and loyalty.
목차
〈Abstracts〉
Ⅰ. Introduction
Ⅱ. Literature review
Ⅲ. Research Model and Hypothesis Development
Ⅳ. Hypothesis testing
Ⅴ. Conclusions
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