사회적 책임활동에 따른 고객과의 관계품질 및 브랜드충성도간의 관계연구

• 영문명: The Relationship Research between the Relationship Quality of the Customer According to the Corporate Social Responsibility and Brand Loyalty
• 발행기관: 한국비교정부학회
• 저자명: 강순화(Soon-Hwa Kang) 함우식(Woo-Shik Ham)
• 간행물 정보: 『한국비교정부학보』제15권 제3호, 275~294쪽, 전체 20쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 2011.12.30

영문 초록

This research analyze the causal sequence between relationship quality with the customer according to the corporate social responsibility and band loyalty and brand loyalty. The customer perceived with the first about the corporate social responsibility and band loyalty of the specific enterprise with the research result and first was confirmed that positive effect was in the customer value. Second, the customer awareness about the corporate social responsibility and band loyalty was exposed to hit the effect that it notes to the relationship quality of the customer and between company. Third, the relationship quality of the customer and between company was exposed to have the effect that it notes to the brand loyalty. Forth, the customer value was exposed to have the effect that it notes to the brand loyalty of the customer and between company. This importance was confirmed through this research result through the awareness about the company social activity and customer value and structural causal sequence between relationship quality and the brand loyalty.

목차

I. 서 론

II. 이론적 배경

III. 연구모형 및 조사설계

IV 실증분석

V 결 론

참고문헌

키워드

사회적 책임활동 고객가치 관계품질 충성도 corporate social responsibility customer value relationship quality brand loyalty