대한지역사회영양학회지 (Korean Journal of Community Nutrition)

대한지역사회영양학회 (The Korean Society of Community Nutrition)
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패스트푸드 기업의 인지도가 기업의 사회적 책임 활동에 대한 미국 소비자의 인식과 구매충성도에 미치는 영향

Do American Consumers Perceive Corporate Social Responsibility Actions and Exhibit Loyalty Intentions Differently according to the Reputation of Fast Food Restaurants?

  • 이기원 (켄트주립대학교 호텔경영학과) ;
  • 이영미 (명지대학교 자연과학대학 식품영양학과)
  • Lee, Kiwon (Department of Hospitality Management, College of Education, Health, and Human Services, Kent State University) ;
  • Lee, Youngmi (Department of Food and Nutrition, College of Natural Science, Myongji University)
  • 투고 : 2021.05.31
  • 심사 : 2021.06.25
  • 발행 : 2021.06.30
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초록

Objectives: This study investigated the different perceptions of customers toward traditional and non-traditional fast-food restaurants regarding restaurant healthfulness, corporate reputation, and the impact of corporate reputation on loyalty intentions through corporate social responsibility (CSR) motive. Methods: An online survey was conducted on U.S. residents who were aware of fast food restaurants' CSR activities. Participants selected one fast food restaurant participating in CSR activities, coded as either traditional (n = 117) or non-traditional (n = 48), and answered questions about the selected restaurant's healthfulness, reputation, CSR motives, and loyalty intentions. The participants' perceptions of healthfulness and corporate reputation of the two types of fast-food restaurants were compared. A mediation path of corporate reputation - CSR motive - loyalty intention was analyzed. Results: Non-traditional fast-food restaurants (5.02 ± 1.26) were perceived to be more healthful than traditional ones (3.93 ± 1.72). The participants perceived that compared to traditional fast-food restaurants, non-traditional ones had a better overall corporate reputation (P = 0.037), were more concerned about their customers (P = 0.029), better workplaces (P = 0.007), more environmentally and socially responsible (P < 0.001), and offered higher quality products and services (P = 0.042). Significant positive correlations were shown between restaurant healthfulness and corporate reputation (P < 0.001 for all reputation items). The suggested mediation path was supported with 95% CIs excluding zero, implying that when fast-food restaurants had a better reputation overall, were customer oriented, good employers, strong companies with a good product and service quality, social and environmental responsibility, the participants were more likely to perceive their CSR activities to be sincere and were hence loyal to that restaurant. Conclusions: Overall, participants were more favorable towards non-traditional fast-food restaurants which had a healthier image and better reputation than traditional ones. Therefore, fast food restaurants need to consider offering healthy food and enhance their image, which would maximize the return on their investment in CSR.

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