Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Corporate Social Responsibility on Company Image and Customer Citizenship Behavior: Focused on Japanese Students

기업의 사회적 책임이 기업이미지 및 고객시민행동에 미치는 영향: 일본 대학생 대상으로

  • Ahn, Tae-Hyuk (Dept. of Culture & Techno, Changwon National University) ;
  • Park, Bong-Gyu (Dept. of Hotel & Convention Management, Dong-eui University)
  • 안태혁 (창원대학교 문화테크노학과) ;
  • 박봉규 (동의대학교 호텔컨벤션경영학과)
  • Received : 2019.05.02
  • Accepted : 2019.06.20
  • Published : 2019.06.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study examines the effects of corporate CSR on corporate image, customer satisfaction, and customer citizenship behavior in order to provide implications for CSR. To verify hypotheses, we conducted a questionnaire survey on university students using Apple, Sony, Sharp, and Kyocera mobile phones, and used structural equation model analysis for 294 units. As a result, four factors, economic responsibility, legal responsibility, ethical responsibility and philanthropic responsibility were derived from corporate social responsibility, and all three factors except for ethical responsibility factors were proved to have a positive effect on corporate image. In addition, corporate image has a positive effect on customer satisfaction and customer civic behavior. As an implication, Japanese companies will need to take a systematic approach to CSR to help them understand their CSR and improve the level of CSR they can sympathize with.

본 연구에서는 일본 기업의 사회적 책임(CSR) 현황을 알아보고 CSR과 관련한 시사점을 제시하기 위하여 CSR을 구성하는 요소들이 기업이미지, 그리고 고객만족과 고객시민행동에 어떠한 영향을 미치는지에 대해 검증하였다. 가설검증을 위해 일본 휴대폰 단말기 시장 점유율 Top 4 인 애플, 소니, 샤프, 쿄세라의 휴대폰을 사용하는 대학생들을 대상으로 설문조사를 시행하여 294부를 대상으로 구조방정식모형 분석을 활용하였다. 분석 결과, 기업의 사회적 책임에서는 네 요인, 경제적 책임, 법적 책임, 윤리적 책임, 자선적 책임이 도출되었으며 윤리적 책임 요인을 제외한 나머지 세 요인은 기업이미지에 긍정적 영향을 미치는 것으로 검증되었다. 또한 기업이미지는 고객만족과 고객시민행동에 모두 긍정적 영향을 미치는 것으로 나타났다. 시사점으로 일본 기업들은 관련 이해관계자들의 CSR에 대한 이해를 돕고 소비자들이 공감할 수 있는 CSR의 수준을 향상시킬 수 있도록 CSR에 대한 체계적인 방안들을 강구할 필요가 있을 것이다.

Keywords

DJTJBT_2019_v17n6_185_f0001.png 이미지

Fig. 1. Research Model

DJTJBT_2019_v17n6_185_f0002.png 이미지

Fig. 2. Results of Structural Equation Model Analysis

Table 1. Confirmatory Factor Analysis and Reliability

DJTJBT_2019_v17n6_185_t0001.png 이미지

Table 2. Results of Correlation Analysis

DJTJBT_2019_v17n6_185_t0002.png 이미지

Table 3 Results of Hypotheses Testing

DJTJBT_2019_v17n6_185_t0003.png 이미지

References

  1. T. Taniguchi. (2012). Approaches to interpreting CSR in the context of 'reflexive modernization': Explore the Capability of CSR., ST.ANDREW,S University Bulletin of the Research Institute 37(3), 47-63.
  2. T. H. Ahn & B. G. Park. (2017). The effects of corporate social responsibility on customer satisfaction and customer citizenship behavior: Mediating effects of company image and CSV. Journal of Digital Convergence, 15(4), 223-231. https://doi.org/10.14400/JDC.2017.15.4.223
  3. D. J. Shin & Y. Y. You. (2011). A study on the impact of corporate social responsibility on organizational trust and labor-management relations. Journal of Digital Convergence, 9(5), 123-140. https://doi.org/10.14400/JDPM.2011.9.5.123
  4. M. Morimoto. (1994). A study of corporate social responsibility from the perspective of management science. Hakuto Shobo.
  5. J. S. Yoon & J. H. Lee. (2018). A case study on corporate social responsibility(CSR) of domestic cosmetics companies. Journal of Convergence for Information Technology, 8(5), 219-228.
  6. Y. Yamamoto. (1964). Management theory. Minerva Shobo.
  7. E. Ogasawara. (2004). An introductory study on philosophy of management. Bunshindo,
  8. E. Ogasawara. (2008). "New trend of modern business administration - method, CSR.HRM.NPO-." The Great Theorist of Society Vol 15, The Society for the History of Management Theories,
  9. E. J. Lee. (2017). Assessing the impact of social mission on retention intention of female employees in social enterprises. Journal of the Korea Convergence Society, 8(1), 195-201. https://doi.org/10.15207/JKCS.2017.8.1.195
  10. Y. M. Seo & H. Y. Kim. (2018). Mozi's view on social responsibility of corporation. Journal of the Korea Convergence Sociey, 9(9), 245-252,
  11. A. B. Carroll. (1979). A three-dimensional model of corporate social performance, Academy of Management Review, 4(4).
  12. D. R. Hwang, S. H. Lee & H. O. Do. (2016). Convergence generation the corporate research activities on the impact of CSR on purchase: Focusing on the mediating effect of the image and reputation, Journal of Digital Convergence, 14(3), 127-134. https://doi.org/10.14400/JDC.2016.14.3.127
  13. G. R, Dowling. (2001). "Creating corporate reputations: Identity, images and performance", Oxford University Press,
  14. S. H. Lee, J. H. Do, S. B. Han & J. M. Kang. (2011). Effects of corporate social activities on purchase intention and corporate image: The mediating role of consumer's emotion, Journal of Digital Convergence, 9(2), 89-100. https://doi.org/10.14400/JDPM.2011.9.2.089
  15. E. Y. Cho. (2015). A study convergence relation of corporate ethical management, consumers' perceived trust, and purchasing behavior, Journal of Digital Convergence, 13(8), 113-121. https://doi.org/10.14400/JDC.2015.13.8.113
  16. L. C. Winters. (1986). The Effect of brand advertising on company image: Implications for corporate advertising, Journal of Advertising Research, 26(2), 54-59,
  17. Y. S. Choi, S. H. Lee, H. S. Son, B. J. Lee, J. Y. Seok & D. R. Hwang. (2015). A study on the effect of consultant capacity in the consulting services of digital industry on influence of customer satisfaction and re-contract intention, Journal of Digital Convergence, 13(4), 163-174. https://doi.org/10.14400/JDC.2015.13.4.163
  18. H. K. Kim & J. Y. Moon. (2016). A study on the work process of hotels and residence hotels effect on the employee satisfaction and customer satisfaction." Journal of the Korea Convergence Society, 7(2), 93-99. https://doi.org/10.15207/JKCS.2016.7.2.093
  19. K. I. Kim. (2016). The impact of several management tools and techniques adoption on strong small business enterprises' performance. Journal of Convergence Society for SMB, 6(3), 7-12.
  20. R. L. Oliver & W. S. DeSarbo. (1988). Response determinants in satisfaction judgement, Journal of Consumer Research, 14(3), 495-507. https://doi.org/10.1086/209131
  21. R. L. Oliver & W. O. Bearden. (1989). Disconfirmation processes consumer evaluations in products usage, Journal of Business Research, 13(3), 235-246. https://doi.org/10.1016/0148-2963(85)90029-3
  22. J. H. Lee & W. Y. Ryu. (2018). Relationship between social responsibility activities perceived by professional baseball fans, club reputation, club identification and mother-company image. Journal of the Korea Convergence Society, 9(2), 295-302. https://doi.org/10.15207/JKCS.2018.9.2.295
  23. M. Groth. (2005). "Customers as good soldiers: Examining citizenship behaviors in internet service deliveries", Journal of Management, 31(1), 7-27. https://doi.org/10.1177/0149206304271375
  24. H. T. Keh & C. W. Teo. (2001). Retail customers as partial employees in service provision: A conceptual framework, International Journal of Retail & Distribution Management, 29(8), 370-378. https://doi.org/10.1108/09590550110396944
  25. N. G. Park. (2014). A study on the effect of the corporate social responsibility activities on brand equity and purchase intention: Focused on moderating effect of the customer's mobile communication service quality, Journal of Digital Convergence, 12(12), 189-202. https://doi.org/10.14400/JDC.2014.12.12.189
  26. S. S. Shin, M. Shin, Y. S. Jeong & J. Lee. (2015). An investigation of social commerce service quality on consumer's satisfaction. Journal of Convergence Society for SMB, 5(2), 27-32.
  27. E. M. Cho. (2015). The intention to purchase goods of social enterprises by social responsibility type, The Business Education Journal, 26(2), 107-135.
  28. J. I. Kim. (2016). Asymmetric effects of CSR types on corporate attitude : Differentiated implications on resource investment and marketing communication of the bank, Journal of Korean Marketing Association, 31(2), 55-72. https://doi.org/10.15830/kmr.2016.31.2.55
  29. S. W. Choo & H. B. Kim. (2012). The effect on the corporate society responsibility to corporate image and loyalty in the food-service franchise: Focus on the university student of hotel and food-service dept, Journal of Tourism & Leisure Research, 24(3), 525-547.
  30. J. H. Kim & C. Jing. (2011). Effects of corporate social responsibility on corporate image and purchase intent: An empirical investigation of Korean food companies in China, International Business Review, 15(3), 1-23.
  31. S. Y. An & J. S. Han. (2014.). A Study on the effects of corporate social responsibility hotel image, customer satisfaction and customer loyalty, Journal of Tourism & Leisure Research, 26(4), 101-120.
  32. J. Y. Park. (2013). The effect of ethical management on customer citizenship behavior and relationship quality, Korean Journal of Business Administration, 26(3), 673-693.