학술논문
중국진출 한국기업의 사회적 책임활동이 고객신뢰에 미치는 영향 : 제품품질의 조절효과를 중심으로 / The Impact of Corporate Social Responsibility of Korean Companies in China on Customer Trust : Focusing on The Moderating Effect of Product Quality
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
본 연구는 기업의 사회적 책임활동이 고객신뢰에 미치는 효과를 검증하였다. 기존 연구와 다르게 본 연구는 기업의 사회적 책임활동을 경제적 책임활동, 자선적 책임활동, 소비자 보호활동 및 환경 보호활동 등 네 가지 차원으로 구분하여 각각 고객신뢰에 차별적인 영향을 미치는지 고찰했으며, 특히 이러한 작용 과정에서 제품품질이 어떤 조절효과를 행하는지를 살펴보았다. CSR활동과 고객신뢰의 관계에서 제품품질을 함께 고려하는 것은 본 연구의 특별한 점이라고 할 수 있다. 한국회사가 현지에서 수행하는 사회적 책임활동이 고객들이 가진 다국적기업에 대한 나쁜 인식을 바꾸고, 한국회사에 대한 신뢰를 쌓이는 데 실제로 영향을 줄 수 있는지에 대해 연구가 부족하다. 나아가, 이러한 신뢰 형성 과정에서 제품품질은 어떤 역할을 행하는지에 대해서도 아직 확실한 답이 없다. 따라서 본 연구는 선행연구를 바탕으로 기업의 사회적 책임활동과 제품품질, 그리고 고객신뢰 간의 관계를 규명하고자 한다. 설문조사의 방식을 이용하여 데이터 자료를 수집해서 SPSS 23.0을 통해서 실증 분석하였다. 분석결과는 다음과 같이 제시되었다. 첫째, 기업의 경제적 책임활동, 자선적 책임활동, 소비자 보호활동 및 환경 보호활동은 고객신뢰에 어떠한 영향을 미칠 것이라고 추측했던 가설들을 검증해본 결과는 모두 고객신뢰에 긍정적인 영향을 미친다는 점을 확인했다. 둘째, 기업의 CSR활동 네 가지 차원과 고객신뢰의 관계에서 제품품질이 조절역할을 행할 것이라고 추측했던 가설을 검증해본 결과는 환경 보호활동을 제외한 다른 차원(경제적 책임활동, 자선적 책임활동, 소비자 보호활동)이 통계적으로 유의한 것으로 나타났다. 즉, 제품품질이 높을수록 경제적 책임활동, 자선적 책임활동, 소비자 보호활동은 고객신뢰에 더 많은 정의 영향을 미친다는 것을 확인할 수 있다. 이러한 본 연구 결과에 따라서 다음과 같은 시사점을 얻을 수 있다. 중국에 진출한 한국기업들은 고객신뢰를 쌓이기 위해 다양한 방법으로 CSR활동 실천을 추가시켜야 할 것이다. 기업의 CSR활동 실천은 고객신뢰에 긍정적인 영향을 미쳐서 심화하는 경쟁 속에서 다른 기업과 차별화시킬 수 있는 효과적인 방법이 될 수 있다. 그래서 기업 경영자들은 기업의 CSR활동이 경영전략에 포함될 수 있도록 많은 노력과 자원을 투입해야 할 것이다. 둘째, 제품품질이 높을수록 기업의 CSR활동은 더 좋은 효과를 나타낼 수 있다는 점을 고려해 보면 기업은 자사 제품품질 제고를 통해서 전략적으로 CSR활동을 실천하는 것은 보다 효과적이다.
This study examines the impact of corporate social responsibility activities on customer trust. It’s a little different with the previous studies that this study divides corporate social responsibility activities into four dimensions which is economic responsibility, charitable responsibility, consumer protection activities, and environmental protection activities to find the effect of corporate social responsibility activities on customer trust as well as the moderating effect of product quality between them. It’s a special feature of this study to examine the role of product quality in the relationship between CSR activities and consumer trust. There is a lack of research on whether the social responsibility activities carried out by Korean companies in China can actually improve customers' perceptions of multinational companies and affect building trust in Korean companies. Furthermore, there is no clear answer yet to what role product quality plays in this trust-building process. Therefore, based on literature review, this study tries to establish the relationship between corporate social responsibility activities and product quality and customer trust. Data is collected by the questionnaire and demonstrated through SPSS 23.0. The results of the analysis are presented as follows: First, economic responsibility, charitable responsibility, consumer protection, and environmental protection activities all have a positive impact on customer trust. Second, product quality has a moderating impact on the relationship between economic responsibility, charitable responsibility, consumer protection activities and customer trust, except for environmental protection activities. In other words, the higher the product quality is, the more economic responsibility, charitable responsibility, and consumer protection activities can influence on consumer trust. In the conclusion, by this study some enlightenment can be obtained as follow. First, Korean companies in China should actively fulfill CSR activities in various ways in order to build trust in customers. It has also been proved by other research that practice of CSR activities has a positive impact on customer trust, so it can be an effective way to differentiate itself from other companies in the increasingly fierce competition. Therefore, corporate managers will have to put a lot of effort and resources into ensuring that the CSR activities are included in the management strategy. Second, considering that the higher product quality is, the better impact CSR activities play, it is more effective for companies to strategically fulfill CSR activities by enhancing their product quality firstly.
This study examines the impact of corporate social responsibility activities on customer trust. It’s a little different with the previous studies that this study divides corporate social responsibility activities into four dimensions which is economic responsibility, charitable responsibility, consumer protection activities, and environmental protection activities to find the effect of corporate social responsibility activities on customer trust as well as the moderating effect of product quality between them. It’s a special feature of this study to examine the role of product quality in the relationship between CSR activities and consumer trust. There is a lack of research on whether the social responsibility activities carried out by Korean companies in China can actually improve customers' perceptions of multinational companies and affect building trust in Korean companies. Furthermore, there is no clear answer yet to what role product quality plays in this trust-building process. Therefore, based on literature review, this study tries to establish the relationship between corporate social responsibility activities and product quality and customer trust. Data is collected by the questionnaire and demonstrated through SPSS 23.0. The results of the analysis are presented as follows: First, economic responsibility, charitable responsibility, consumer protection, and environmental protection activities all have a positive impact on customer trust. Second, product quality has a moderating impact on the relationship between economic responsibility, charitable responsibility, consumer protection activities and customer trust, except for environmental protection activities. In other words, the higher the product quality is, the more economic responsibility, charitable responsibility, and consumer protection activities can influence on consumer trust. In the conclusion, by this study some enlightenment can be obtained as follow. First, Korean companies in China should actively fulfill CSR activities in various ways in order to build trust in customers. It has also been proved by other research that practice of CSR activities has a positive impact on customer trust, so it can be an effective way to differentiate itself from other companies in the increasingly fierce competition. Therefore, corporate managers will have to put a lot of effort and resources into ensuring that the CSR activities are included in the management strategy. Second, considering that the higher product quality is, the better impact CSR activities play, it is more effective for companies to strategically fulfill CSR activities by enhancing their product quality firstly.