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2022
The Effect of Corporate Social Responsibility Activities on Customer Satisfaction and Loyalty: Exploring Affective and Cognitive Mechanisms
이동진
,
왕용
,
박종철
상품학연구
2022.04
학술저널
The Effect of Corporate Social Responsibility Activities on Customer Satisfaction and Loyalty: Exploring Affective and Cognitive Mechanisms
이동진
경영
2022.01
학위논문
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Although corporate social responsibility(CSR) and corporate performance outcomes have been extensively studied in marketing research, there are few researches that exhibit the comprehensive relationship between these important concepts in marketing. This study aims to explore the integrated relationships between corporate social responsibility and various corporate performance outcomes. In particular, this study focuses on the impact of perceived corporate social responsibility activities on corporate performance outcomes in terms of brand equity, satisfaction and loyalty. To show the integrated relationship, these researchers used three mediating variables as mechanisms. The first mediating variables are perceived reciprocity, gratitude, and customer cynicism. The second mechanism presented the reputation of the entity. And we present a cognitive mechanism that includes trust and commitment as the third mechanism. As a result, this study presented a new developmental integration model for the corporate social responsibility activities (CSRs) and proposed a conceptual framework that provides a new comprehensive view of the social responsibility activities (CSRs) of the family business with existing research results.
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참고문헌 (36)
참고문헌 신청
Aaker, D. A. / 2000 / Brand Leadership / The Free Press.
Anderson, E. / 1989 / Determinants of Continuity in Conventional Industrial Channel Dyads / Marketing Science 8(2):310~323
Bartlett, M. Y. / 2006 / Gratitude and Prosocial Behavior / Psychological Science 17(4):319~325
Buck, R. / 2004 / The Psychology of Gratitude / Oxford University Press
Churchill, G. / 1982 / An Investigation into the Determinants of Customer Satisfaction / Journal of Marketing Research 19(10):491~504
Anderson, E. / 1989 / Determinants of Continuity in Conventional Industrial Channel Dyads / Marketing Science 8(2):310~323
Bartlett, M. Y. / 2006 / Gratitude and Prosocial Behavior / Psychological Science 17(4):319~325
Buck, R. / 2004 / The Psychology of Gratitude / Oxford University Press
Churchill, G. / 1982 / An Investigation into the Determinants of Customer Satisfaction / Journal of Marketing Research 19(10):491~504
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