기업 사회적 책임활동이 기업이미지와 고객신뢰를 매개로 고객충성도에 미치는 영향

Abstract

Summary: Based on the theoretical background of corporate social responsibility, I would like to present information on the importance and direction of corporate status on the nature of social responsibility. Corporate social responsibility (CSR) is defined as a concept in which a company voluntarily integrates social and environmental interests into the interactions of consumers, employees, unions, and communities. It is a big burden for companies to interpret that the responsibility for the social and environmental concerns we are experiencing is due to companies. CSR refers to social and environmental achievements as well as economic achievements, including economic, legal, ethical, charitable, and social contribution responsibilities. In order to implement such CSR, it is necessary to establish a good relationship with stakeholders. It's also important to talk to stakeholders and build partnerships. Responsibility is the most basic essential requirement for companies and individuals to survive. The summary of the study is as follows. First, economic responsibility had a significant effect on the corporate image. Second, legal responsibility had a significant effect on the corporate image. Third, ethical responsibility had a significant effect on the corporate image. Fourth, charitable responsibility had a significant effect on the corporate image. Fifth, the corporate image had a significant effect on customer trust. This study influenced customer loyalty through the corporate image and customer trust by identifying the cause of corporate social responsibility activities leading to an increase in customer trust and an increase in corporate competitiveness. It is meaningful that it can lay the foundation for social activities. In future studies, corporate social responsibility activities can provide a basis for bringing environmental changes to companies and public institutions.