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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.
초록· 키워드
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Purpose: This study was conducted to explore ways to guarantee cognitive/emotional trust to increase the loyalty of customers by leveraging social responsibility and shared value creation of the company strategically. Also, this study was to find ways to maximize consumer value through strategic action and creating shared value and corporate social responsibility.
Research design, data, and methodology: The research hypotheses and research model derived from the theoretical background for achieving effective research purposes, and these were verified by an empirical study and by the survey. The survey was made to target the consumers using a large discount stores. The proposed hypothesis and research model were analyzed using a structural equation modeling.
Results: First, CSR had a significant impact of each positive (+) in the CSV and consumer loyalty. Second, CSR and CSV each influenced significant positive (+) on the cognitive and emotional trust. Third, consumer cognitive and emotional trust each were affected in meaningful positive (+) on the loyalty of consumers. Fourth, consumer trust in the corporate consists of a cognitive and emotional aspects, which were different for each role.
Conclusions: In order to maintain continued customer through loyalty formed from consumer, companies continue to show interest to consumers, and should ensure the transparency of the business management to ensure confidence in purchasing the company's products. In addition, to eliminate the risk that the consumer perception, companies must continue to provide accurate and valuable to consumers. CSR was a prerequisite for creating shared values of corporate, as well as a strategic one for the company means to achieve the purpose, could be a useful tool for improving the society and guaranteeing the cognitive and affective trust of consumers to form their loyalty.
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참고문헌 (55)
참고문헌 신청
Asemah, E. S / 2013 / Universities and Corporate Social Responsibility Performance : An Implosion of the Reality / African Research Review 7(4):195~224
Bolton, R. N / 1998 / A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider : The Role of Satisfaction / Marketing Science 17(1):45~65
Bolton, R. N / 2007 / Six Strategies for Competing through Service: An Agenda for Future Research / Journal of Retailing 83(1):1~4
Bolton, R. N / 2004 / The Theoretical Underpinnings of Customer Asset Management : A Framework and Propositions forFuture Research / Journal of the Academy Marketing Science 32(3):271~292
Branco, M. C / 2006 / Corporate Social Responsibility and Resource-Based Perspectives / Journal of Business Ethics 69(2):111~132
Bolton, R. N / 1998 / A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider : The Role of Satisfaction / Marketing Science 17(1):45~65
Bolton, R. N / 2007 / Six Strategies for Competing through Service: An Agenda for Future Research / Journal of Retailing 83(1):1~4
Bolton, R. N / 2004 / The Theoretical Underpinnings of Customer Asset Management : A Framework and Propositions forFuture Research / Journal of the Academy Marketing Science 32(3):271~292
Branco, M. C / 2006 / Corporate Social Responsibility and Resource-Based Perspectives / Journal of Business Ethics 69(2):111~132
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