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http://dx.doi.org/10.17703/JCCT.2022.8.6.341

The Effect of Perceptions of CRM-Performing Companies and NGOs on Donation Attitudes and SNS WOM Intentions  

Lee, Eun-Mi (Dept. of Business Administration, International College, Dongseo University)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.6, 2022 , pp. 341-346 More about this Journal
Abstract
With the recent paradigm shift towards 'sustainable management', corporate social responsibility is recognized as an important factor for the continuous and long-term growth of a company. This study examines how the perception of CRM performing companies and NGOs affect attitude toward donation. In addition, it was empirically investigates how the perception of donation affects the SNS word of mouth intention. In this study, a total of 180 usable responses were obtained for analysis, and SPSS and AMOS 26.0 were used to verify the validity and hypothesis of the study. As a result of the study, it was found that validity and reliability were secured. As a result of the hypothesis testing, all the hypotheses were supported, but the effect of the perception of the company implementing CRM on the donation attitude was very weakly supported. This study suggests that raising a positive awareness of CRM-performing companies and NGOs collaborating with them is an effective strategy to increase donation attitudes and SNS word-of-mouth intentions for CRM.
Keywords
CRM-performing Company Perception; NGO Perception; Donation Attitude; SNS WOM;
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Times Cited By KSCI : 1  (Citation Analysis)
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