만족도와 충성도 구축에 있어서의 친환경 행동과 신뢰 메커니즘

• 영문명: Eco-Friendly Behaviors and Trust Mechanism in Building Satisfaction and Loyalty
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이드보라
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제1호, 57~74쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: As global interest in environmental issues increases, the demand for green products/services is increasing. Companies are establishing eco-friendly policies to meet the changing expectations of customers. Therefore, this study aims to analyze the effect of eco-friendly behavior and third-party certification on trust, satisfaction, and loyalty as well as the mediating role of satisfaction based on SOR and signaling theory. Research design, data and methodology: This study collected data from 501 respondents who visited restaurant and analyzed using measurement model with SPSS 28.0 and SmartPLS 4. Results: First, restaurants’ eco-friendly behavior and third-party certification (TPC) positively influenced trust while these did not influence satisfaction. Second, trust positively influenced satisfaction. Third, trust and satisfaction positively influenced loyalty. Fourth, TPC had stronger impact on trust and satisfaction compared to eco-friendly behavior in female group while TPC had stronger impact on trust in male group. Conclusions: This study emphasized the importance of TPC over eco-friendly behavior. Restaurants should maintain pro-environmental behaviors such as reducing single-use items while obtaining TPC such as ISO and LEED certifications to increase customer trust. It also found the importance of trust and satisfaction in securing loyal customers. Restaurants should make efforts to build bonds with customers through authentic marketing such as events that encourage customer participation.

목차

1. 서론

2. 이론적 배경

3. 연구가설

4. 연구방법

5. 결과

6. 결론

References

키워드

친환경 행동 제3자 인증 신뢰 만족 충성도 Eco-friendly Behavior Third-Party Certification Trust Satisfaction Loyalty