디지털융복합연구 (Journal of Digital Convergence)

  • 제16권11호
  • /
  • Pages.201-209
  • /
  • 2018
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

고객지향성이 윤리적 책임과 재량적 책임을 매개로 고객충성도와 조직충성도에 미치는 영향

The Effect of Customer Orientation on Customer Loyalty and Organizational loyalty Mediated by Ethical and Discretionary Responsibility

  • Cha, SuJin (Department of Business Administration, Chung-Ang University) ;
  • Hwang, Kumju (Department of Business Administration, Chung-Ang University)
  • 투고 : 2018.08.30
  • 심사 : 2018.11.20
  • 발행 : 2018.11.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 고객지향성이 기업의 사회적 책임(CSR)의 두 가지 차원인 재량적, 윤리적인 차원을 매개로 고객충성도과 조직충성도에 미치는 영향을 보려고 한다. 본 연구는 고객지향성이 재량적 책임과 윤리적 책임에 미치는 영향을 연구하였다. 또한, 재량적 책임과 윤리적 책임이 고객충성도와 조직충성도에 미치는 영향도 조사하였다. 가설 검증을 위해 대기업 종업원을 대상으로 설문조사를 실시하였고 239개의 유효 데이터를 분석하여 다음과 같은 결과를 도출하였다. 첫째, 고객지향성은 재량적 책임에 유의한 정의 영향을 미친다. 둘째, 고객지향성은 윤리적 책임에 유의한 정의 영향을 미친다. 셋째, 재량적 책임은 고객충성도에 유의한 정의 영향을 미친다. 넷째, 재량적 책임은 조직충성도에 유의한 정의 영향을 미친다. 하지만 윤리적 책임이 고객충성도와 조직충성도에 유의한 정의 영향을 미친다는 가설은 기각되었다. 본 연구의 결과에 따른 이론적 및 실무적인 시사점, 연구의 한계점 그리고 앞으로의 연구 방향을 제시하였다.

This study seeks to examine the effect of customer orientation on customer loyalty and employee loyalty mediated by two dimensions of corporate social responsibility (CSR), discretionary and ethical dimensions. This study examined the effects of customer orientation on discretionary responsibility and ethical responsibility. Additionally, it examined the effect of discretionary responsibility and ethical responsibility on customer loyalty and organizational loyalty. In order to verify the hypothesis, we surveyed the employees of large companies and analyzed 239 valid data. First, customer orientation has a significant positive impact on discretionary responsibility. Second, customer orientation has a significant positive impact on ethical responsibility. Third, discretionary responsibility has a significant positive impact on customer loyalty. Fourth, discretionary responsibility has a significant positive impact on organizational loyalty. However, ethical responsibility does not predict customer loyalty and organizational loyalty. Theoretical and practical implications of the results of this study, limitations and directions for future research are discussed.

키워드

DJTJBT_2018_v16n11_201_f0001.png 이미지

Fig. 1. Hypothetical model

Table 1. Basic statistical analysis result

DJTJBT_2018_v16n11_201_t0001.png 이미지

Table 2. Correlation analysis result

DJTJBT_2018_v16n11_201_t0002.png 이미지

Table 3. Correlation analysis result

DJTJBT_2018_v16n11_201_t0003.png 이미지

Table 4. Results of confirmatory factor analysis

DJTJBT_2018_v16n11_201_t0004.png 이미지

Table 5. The results of the model fit

DJTJBT_2018_v16n11_201_t0005.png 이미지

Table 6. The results of the research hypothesis

DJTJBT_2018_v16n11_201_t0006.png 이미지

참고문헌

  1. P. Auger, T. M. Devinney & J. J Louviere. (2004). Consumer social beliefs: An international investigation using best-worst scaling methodology. Unpublished working paper.
  2. T. J. Brown & T. J. Dacin. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84. doi:Doi 10.2307/1252190
  3. D. B. Montgomery & C. A. Ramus. (2003). Corporate social responsibility reputation effects on MBA job choice: Controlling for region of origin. Reputation Effects.
  4. P. Martinez & I. R. Bosque. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99. doi:10.1016/j.ijhm.2013.05.009
  5. T. Kiessling, L. Isaksson & B. Yasar. (2016). Market Orientation and CSR: Performance Implications. Journal of business ethics, 137(2), 269-284. doi:10.1007/s10551-015-2555-y
  6. K. H. Chung, J. E. Yu, M. G. Choi & J. J. Shin. (2015). The effects of CSR on customer satisfaction and loyalty in China: the moderating role of corporate image. Journal of Economics, Business and Management, 3(5), 542-547. https://doi.org/10.7763/JOEBM.2015.V3.243
  7. J. C. Narver & S. F. Slater. (1990). The Effect of a Market Orientation on Business Profitability. Journal of marketing, 54(4), 20-35. doi:Doi 10.2307/1251757
  8. S. D. Hunt & R. M. Morgan. (1995). The Comparative Advantage Theory of Competition. Journal of marketing, 59(2), 1-15. doi:Doi 10.2307/1252069
  9. R. Saxe & B. A. Weitz. (1982). The Soco Scale - a Measure of the Customer Orientation of Salespeople. Journal of marketing research, 19(3), 343-351. doi:Doi 10.2307/3151568
  10. M. Hajjat. (2002). Customer orientation: construction and validation of the CUSTOR scale. Marketing Intelligence & Planning, 20(7), 428-441. https://doi.org/10.1108/02634500210450864
  11. B. Brown. (1997). Part IV: how do reputations affect corporate performance?: stock market valuation of reputation for corporate social performance. Corporate Reputation Review, 1(1), 76-80. https://doi.org/10.1057/palgrave.crr.1540021
  12. A. B. Carroll. (1979). A three-dimensional conceptual model of corporate performance. Academy of management review, 4(4), 497-505. https://doi.org/10.5465/amr.1979.4498296
  13. K. C. Yun & I. O. Jeon. (2017). The Effect of Corporate Social Responsibility (CSR) Activity on the Brand Equity and Purchasing Intention. Journal of Korea Logistic Review, 27(3), 109-124.
  14. D. C. An, Wang Chen, I. K Lee & M. A. Jeon. (2017). Study on the Effects of CSR Messages of an Airline Company on Consumer Attitude: Focusing on the Focusing on the Interactive Effects of Types of Airlines & Messages Journal of Korea CEO Association, 20(2), 147-165.
  15. S. Kang & S. Han. (2017). Employee's Perception of Corporate Social Responsibility, Corporate Reputation and Organizational Commitment. Korean Journal of Business Administration, 30(9), 1653-1671. https://doi.org/10.18032/kaaba.2017.30.9.1653
  16. H. J. Kwon. (2018). The Effects of Hotel Employees' Perception of Corporate Social Responsibility on Hotel Employees' Turnover Intention - Focused on the Moderating Effect of Organizational Indentification .Journal of tourism and leisure research, 30(1), 261-277. https://doi.org/10.31336/JTLR.2018.11.30.11.261
  17. G. Y Jeong & M. S. Chae. (2015). The Effect of Market Orientation of Foreign Subsidiary on Corporate Social Responsibility in Local Market. Journal of International Trade and Industry Studies, 20(1), 55-92.
  18. C. Charpavang. (2012). The relationship among market orientation, corporate social responsibility, and marketing performance in Thailand manufacturing. International Journal of Business Strategy, 12(4), 36-48.
  19. A. B. Brik, B. Rettab & K. Mellahi. (2011). Market orientation, corporate social responsibility, and business performance. Journal of business ethics, 99(3), 307-324. https://doi.org/10.1007/s10551-010-0658-z
  20. J. J. Sierra & S. McQuitty. (2005). Service providers and customers: social exchange theory and service loyalty. Journal of Services marketing, 19(6), 392-400. https://doi.org/10.1108/08876040510620166
  21. R. L. Oliver. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of marketing research, 17(4), 460-469. doi:Doi 10.2307/3150499
  22. B. E. Ashforth & F. Mael. (1989). Social identity theory and the organization. Academy of management review, 14(1), 20-39. https://doi.org/10.5465/amr.1989.4278999
  23. O. C. Ferrell. (2004). Business ethics and customer stakeholders. Academy of Management Executive, 18(2), 126-129. doi:Doi 10.5465/Ame.2004.13836176.
  24. G. Jiao & Y. C. Kwon. (2016). A Study on the Effects of Corporate Social Responsibility on Trust, Reputation and Customer Loyalty: Focusing on the Moderating Effects of Consumer's Ethical Consciousness. Korean Corporation Management Review, 66, 23-42.
  25. G. P. Fletcher. (1995). Loyalty: An essay on the morality of relationships: Oxford University Press.
  26. R. Silvestro. (2002). Dispelling the modern myth - Employee satisfaction and loyalty drive service profitability. International Journal of Operations & Production Management, 22(1), 30-49. doi:10.1108/01443570210412060
  27. S, M. Ko, K. S Hur & J. W. Byun. (2014). The Effects of CSR Activities on Overall Justice, Organizational Trust, and Organizational Loyalty of Hotel Employees. Korean Journal of Hotel Administration, 23(4), 95-112.
  28. D. K. Peterson. (2004). The relationship between perceptions of corporate citizenship and organizational commitment. Business & Society, 43(3), 296-319. https://doi.org/10.1177/0007650304268065
  29. J. Conduit & F. T. Mavondo. (2001). How critical is internal customer orientation to market orientation?, Journal of business research, 51(1), 11-24. https://doi.org/10.1016/S0148-2963(99)00044-2
  30. J. Galbreath. (2010). Drivers of corporate social responsibility: The role of formal strategic planning and firm culture. British Journal of Management, 21(2), 511-525. https://doi.org/10.1111/j.1467-8551.2009.00633.x
  31. R. L. Oliver. (1999). Whence consumer loyalty? The Journal of marketing, 33-44.
  32. E. Garbarino & M. S. Johnson. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87. doi:Doi 10.2307/1251946
  33. C, L. Cole. (2000). Building loyalty. Workforce, 79(8), 42-+.
  34. Y. M. Seo & H. Y. Kim (2018). Mozi's View on Social Responsibility of Corporation. Journal of Korea Convergence Society, 9(9), 245-252. https://doi.org/10.15207/JKCS.2018.9.9.245
  35. S. W. Nam & J. W. Yang. (2017). A Study on the Difference of SME's CSR Effects Using the Multi-Group Analysis. Journal of Convergence for Information Technology, 7(6), 253-258. https://doi.org/10.22156/CS4SMB.2017.7.6.253
  36. K. B. Choi, J. K. Kim & H. R. Kim. (2017). The Effect of Medical Institution's Corporate Social Responsibility on Organization and Management Performance. Journal of the Korea Convergence Society, 8(10), 239-248. https://doi.org/10.15207/JKCS.2017.8.10.239
  37. E. Y. Im & S. G. Yi. (2018). The Effect ofOrganizational Justice and Empowerment on Customer Orientation -For Small and Medium-sized Journalists. Journal of Convergence for Information Technology, 8(1), 291-300. https://doi.org/10.22156/CS4SMB.2018.8.1.291