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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 63 - 81 (19page)
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With the recognition of the importance of relationship marketing which intends to satisfy needs of consumers to have a long-term relationship with them and improve corporate performance, various researches and discussions about relationship marketing is conducted actively in the academic. In order to increase long-term relationship continuity intention of customers, company enforced corporate social responsibility activities.
This study have two purposes. The first is to examine the relationship between corporate social responsibility activities (i.e., economic, ethical, philanthropic) and intent to relationship continuity. The second is to examine the moderating effect of the perceived reciprocity on the relationship between corporate social responsibility activities and intent to relationship continuity. As results of the analysis, the corporate social responsibility activities have a positive effect on intent to relationship continuity.
Second, regarding the moderating effect of perceived reciprocity on the corporate social responsibility activities and intent to relationship continuity, perceived reciprocity have shown a partial moderating effect.
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참고문헌 (33)
참고문헌 신청
Bartel,C.A / 2001 / Social Comparisons in Boundary Spanning Work: Effects of Community Outreach on Members' Organizational Identity and Identification / Administrative Scien
Berens, G. / 2005 / Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance / Journal of Marketing 69 : 35 ~ 48
Berry, L. L / 1991 / Marketing service: Competing through quality / The Free Press
Bhattacharya, C. B / 2004 / Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives / California Management Review 47 (1) : 9 ~ 24
Bhattacharya, C. B. / 2009 / Strengthening Stakeholder- Company Relationship Through Mutually Beneficial Corporate Social Responsibility Initiatives / Journal of Business Et
Berens, G. / 2005 / Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance / Journal of Marketing 69 : 35 ~ 48
Berry, L. L / 1991 / Marketing service: Competing through quality / The Free Press
Bhattacharya, C. B / 2004 / Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives / California Management Review 47 (1) : 9 ~ 24
Bhattacharya, C. B. / 2009 / Strengthening Stakeholder- Company Relationship Through Mutually Beneficial Corporate Social Responsibility Initiatives / Journal of Business Et
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