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http://dx.doi.org/10.14400/JDC.2019.17.6.185

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

Ahn, Tae-Hyuk (Dept. of Culture & Techno, Changwon National University)
Park, Bong-Gyu (Dept. of Hotel & Convention Management, Dong-eui University)
Publication Information
Journal of Digital Convergence / v.17, no.6, 2019 , pp. 185-192 More about this Journal
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.
Keywords
CSR; Company image; Customer satisfaction; Customer citizenship behavior; Japanese students;
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Times Cited By KSCI : 12  (Citation Analysis)
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