• Journal of Service Research and Studies
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• v.8 no.1
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• pp.123-143
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• 2018

This research examines empirically the causal relationship among service quality, CSR, trust, customer-company identification(=CCID), customer's behavioral intention as well as the mediating effect of trust and CCID on the relationship between service quality, CSR and customer's behavioral intention in insurance industry. With this background, this study conducted a statistical analysis based on survey data collected from insurance customers. The result of this empirical study is as follows. First, insurance company's CSR activity has a positive impact on customer's trust and customer-company Identification( =CCID). Second, both customer's trust and CCID have positive and significant effect on customer's behavioral intention. Third, we also find that both trust and CCID has a mediating effect on the relationship between service quality, CSR and customer's behavioral intention. This research shows that CSR activity of insurance company can enhance both customer's trust and CCID, in turn, when CSR activity and service quality is mediated by customer's trust and customer-company identification, it could be linked to customer's behavioral intention such as repurchasing, positive WOM(=word of mouth). This study is likely to contribute to CSR and service marketing research of insurance company.

• Journal of Digital Convergence
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• v.11 no.4
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• pp.189-196
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• 2013

The main purpose of this study was to investigate the effect of CSR identity on customer-corporate identification and to explore the effect of customer-corporate identification on consumers' affective commitment and behavioral commitment intention. Indeed, this study investigated the mediating role of affective commitment in linking customer-corporate identification and behavioral commitment intention. Results found CSR identity to be a statistically significant construct that has an impact on consumers' customer-corporate identification. The result also showed that customer-corporate identification had positive effect on customers' affective commitment and behavioral commitment intention. And affective commitment was found to be a statistically non significant mediator that explaining the relationship between customer-corporate identification and behavioral commitment intention.

• Journal of Service Research and Studies
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• v.10 no.1
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• pp.33-53
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• 2020

The purpose of this study is to empirically examine the causal relationship of CSR activities, customer trust and CCID, customer behavior intention(B.I) in the relationship between CSR activities and customer behavior intention(B.I) in the insurance industry, thereby enable top management of insurance company to take it in their consideration that CSR activity help link to customer behavioral intention by customer trust in them and CCID. To achieve the purpose of the study, the hypothesis was established based on preceding research and theoretical background regarding CSR, trust, CCID, behavioral intention(B.I). And this study conducted AMOS statistical analysis based on effective 526 survey data collected from insurance customers across country through online research company. The result of this empirical study is as follows. First, insurance company's CSR activity has a positive impact on customer's trust and CCID, but it did not have a direct significant effect on the customer's behavioral intention(B.I). Second, both customer's trust and CCID have a positive and significant effect on customer's behavioral intention. Third, we have also found that both Trust and CCID played a mediating role between CSR activity and B,I. Fourth, it was found that authenticity did not moderate the enfluence relationship between CSR activity and Trust, CCID. The result of this study shows that insurance company's active CSR activity increase customer trust, thereby create a sense of unity between the customer and the company, In addition, it shows that when CSR activities are mediated by customer trust and CCID, it could lead to customer behavioral intention(B.I) such as repurchasing and positive word-of-mouth activities. to others. The result of this study will contribute to the future research on CSR literature and the marketing strategy of insurance companies.

• International Commerce and Information Review
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• v.15 no.3
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• pp.155-173
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• 2013

Since the 1990s, Corporate Social Responsibility (CSR) issues have been attracting more and more attention from companies and researchers alike. The purchasing behavior of consumers is directly related to not only a company's financial performance, but also the future development of the company. Much of the previous research regarding CSR has mainly focused on the perspectives of enterprises. This paper aims to study the impact of CSR on purchase intention in three aspects - consumer, company and country. We decided to use Samsung to describe the impact of CSR on consumer purchase intentions in China. The results of this study revealed that CSR has a positive impact on the consumer-company identification, corporate reputation and country of origin image. Consumer-company identification turned out to be amore important moderator between CSR and consumers' purchase intentions than country of origin image and corporate reputation.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.482-497
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• 2018

This study would investigate the impacts of coffee shop companies' mecenat activity on identification, corporate image, love mark and loyalty. For sampling, an investigator who visited the coffee shops in person conducted surveys with customers. 800 copies were distributed for 11 days from May 23 through June 2, 2018, and excluding unreliable questionnaires from the collected questionnaires, 711 copies were used in the final analysis. As a result of the analysis, it turned out that the higher social contribution, purity, public interest and preference, the higher identification became. Also, the higher social contribution, public interest and preference, the higher corporate image became. On the other hand, it turned out that purity had a negative (-) impact on the corporate image. It turned out that purity and preference had positive impacts on the love mark, while did not affect social contribution, while public interest had a negative (-) impact on that. It turned out that identification had a positive impact on the corporate image, and identification and corporate image had positive impacts on the love mark. Also, identification, corporate image and love mark had positive impacts on loyalty. It is expected that the above research result would provide practical implications for coffee shop companies' marketing techniques in the future, and further, it is judged that it would play a positive role in the quality of life of consumers who experience coffee shop companies' mecenat activity.

• Asia Marketing Journal
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• v.9 no.3
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• pp.117-149
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• 2007

It can be explained by congruity theory as a process that consumers engage in a matching process to identify personal community that is congruent with their self-images to find the identification between the self and the personal community. Personal community cues that evoke certain images are viewed as activating similar beliefs about the self (e.g., high status). Individuals prompt a comparison process to determine whether the personal community and self-image are congruent and imagine prototypical users of the personal community and select ones that maximize similarity to their actual or desired self-concept. Identity is devided into personal identity and social identity. Consumers are likely to be influenced by both personal identity and social identity. In this article the influencing factors of the commitment to on-line personal community are explored by the sources of both personal identification and social identification. The results are as follows. The maintenance expression and enhancement expression of personal self influence the level of personal identification positively and the maintenance expression and enhancement expression of social self influence the level of social identification positively. The level of both social and personal identification positively influence the commitment to on-line personal community which gives positive responses to the source enterprise that allows the cyberspace and the other benefits to be used.

• The Journal of the Korea Contents Association
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• v.9 no.3
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• pp.241-249
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• 2009

With the recent growth of the Internet, the on-line brand community has been a major vehicle for building a corporate brand asset. This study aimed to identify the effective relationship between confidence, identification, and a brand attitude according to the on-line brand community type. As a result of an empirical analysis, first, the customer-driven community showed higher confidence and identification than those of the corporate-held community. Also, the customer-driven community was assessed more favorable also in the brand attitude. Second, the interactive effect between the community type and community activities was found to be significant in the confidence of the community confidence, and it was also the same for the identification of the community. Therefore, it would be necessary for companies to prepare strategies for improving the level of confidence and the identification of consumers in consideration of the community type for effective brand management on-line.

• Korean Management Science Review
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• v.31 no.4
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• pp.117-134
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• 2014

Today the concept of corporate social responsibility has become an essential element for coexistence of corporations and the society. In this study the impact of four responsibilities of business organizations proposed by Archie Carroll (economic, legal, ethical, and discretionary) on customer loyalty through the mediating effect of trust and company-consumer identification is analyzed. A questionnaire survey was conducted for four well-known Korean companies (Dong Suh Food, LG Household and Health Care, Samsung Electronics, and Hyundai Motor). After factor analysis, legal and ethical responsibilities were grouped as the same factor, thus three social responsibilities were finally used for hypotheses testing. Major findings were as follows: First, economic responsibilities had positive impact on honesty trust, professionalism trust, favorableness trust, and company-consumer identification, Second, legal/ethical responsibilities were found to have significant effects on honesty trust, favorableness trust, and company-consumer identification. Third, in the case of discretionary responsibilities, professionalism trust, favorableness trust, and company-consumer identification were revealed to have a significant positive relationship. Fourth, only two trust variables (honesty and professionalism) and company-consumer identification had positive influence on the loyalty of customers. These findings are expected to help decision makers to set up corporate objectives and choose action items for corporate social responsibility. At the last part, implications of the study and future research directions were discussed.

• Industry Promotion Research
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• v.9 no.3
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• pp.57-75
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• 2024

This study examined how ESG activities of convenience stores, affect consumers' store loyalty. Using 300 valid samples of convenience store users collected through an online specialized agency (Company M), this study empirically analyzed the effects of environmental (E), social (S), and governance (G) activities among ESG on trust and store loyalty, and the mediating effects of trust and the moderating effects of eco-friendly values, social media activity, and consumer-company identification. The results of the analysis showed that, first, governance activities had a positive effect on trust, and environmental activities and trust had a positive effect on store loyalty, but social activities had no effect Second, trust had a moderating effect only on the relationship between governance activities and store loyalty, and third, in the relationship between ESG activities and trust, eco-friendly values and social media activity had moderating effects on environmental, social, and governance activities, and consumer-company identification had moderating effects on environmental and governance activities, but not on social activities. Therefore, convenience store brands should further strengthen their environmental and social activities to build consumer trust, especially environmental activities, which only directly affect store loyalty, so they should be more cautious and proactive. In addition, intensive marketing activities are needed to build trust among consumers who have high eco-friendly values, social media activity, and consumer-company identification. Therefore, this study confirms the critical view of consumers despite the social contribution activities of convenience store brands, and suggests that in order to improve them, it is necessary to strengthen social activity efforts, actively participate in ESG activities of on-site franchisees who are customer contact points, and educate employees.