사회적 책임활동에 따른 고객과의 관계품질 및 브랜드충성도간의 관계연구

• Published in: 한국비교정부학보 Vol. 15; no. 3; pp. 275 - 294
• Main Authors: 강순화(Soon-Hwa Kang), 함우식(Woo-Shik Ham)
• Format: Journal Article
• Language: Korean
• Published: The Korean Association For Comparative Government 30.12.2011; 한국비교정부학회
• Subjects: 행정학; 충성도; brand loyalty; 사회적 책임활동; 관계품질; 고객가치; customer value; relationship quality; corporate social responsibility
• ISSN: 1598-964X; 2713-5357
• DOI: 10.18397/kcgr.2011.15.3.275

This research analyze the causal sequence between relationship quality with the customer according to the corporate social responsibility and band loyalty and brand loyalty. The customer perceived with the first about the corporate social responsibility and band loyalty of the specific enterprise with the research result and first was confirmed that positive effect was in the customer value. Second, the customer awareness about the corporate social responsibility and band loyalty was exposed to hit the effect that it notes to the relationship quality of the customer and between company. Third, the relationship quality of the customer and between company was exposed to have the effect that it notes to the brand loyalty. Forth, the customer value was exposed to have the effect that it notes to the brand loyalty of the customer and between company. This importance was confirmed through this research result through the awareness about the company social activity and customer value and structural causal sequence between relationship quality and the brand loyalty. This research analyze the causal sequence between relationship quality with the customer according to the corporate social responsibility and band loyalty and brand loyalty. The customer perceived with the first about the corporate social responsibility and band loyalty of the specific enterprise with the research result and first was confirmed that positive effect was in the customer value. Second, the customer awareness about the corporate social responsibility and band loyalty was exposed to hit the effect that it notes to the relationship quality of the customer and between company. Third, the relationship quality of the customer and between company was exposed to have the effect that it notes to the brand loyalty. Forth, the customer value was exposed to have the effect that it notes to the brand loyalty of the customer and between company. This importance was confirmed through this research result through the awareness about the company social activity and customer value and structural causal sequence between relationship quality and the brand loyalty. KCI Citation Count: 8