Journal of Fisheries and Marine Sciences Education (수산해양교육연구)

The Korean Society for Fisheries and Marine Sciences Education (한국수산해양교육학회)
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A Study about Social Responsibility of Fishery Company and Customer Loyalty - Focused on Moderating Effect of General Firms and Fishery Firms -

수산기업의 사회적 책임과 고객충성도에 관한 연구 - 일반기업과 수산기업의 조절효과를 중심으로 -

  • Received : 2016.06.01
  • Accepted : 2016.05.30
  • Published : 2016.10.31
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Abstract

The social responsibility of companies helps to produce profits through the brand asset provoking consumers' purchase intention. This study examines the perspective of the social responsibility of fishery companies and empirically analyzes the relationship between the social responsibility and customer loyalty. The study shows the four main results. Firstly, the social responsibility of fishery companies significantly affects the brand asset. Secondly, the brand asset and bland image partially affects the customer loyalty. However, the brand awareness and perceived quality of products do not significantly affect the repurchase intention. thirdly, the social responsibility of fishery companies significantly affects the customer loyalty. Finally, the social responsibility of fishery companies and the customer loyalty have a moderating effects by general firms and fishery firms(fishery distribution, fishery processing and production company).

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References

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