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CSR 활동이 고객충성도에 미치는 영향 : 중국진출 국내 3개 기업을 중심으로

The Effects of Corporate Social Responsibility Activities on Consumer Loyalty : Focused on the 3 domestic company advancing into China

중국연구
약어 : -
2010 vol.48, pp.433 - 461
DOI : 10.18077/chss.2010.48..022
발행기관 : 한국외국어대학교 중국연구소
연구분야 : 중국어와문학
Copyright © 한국외국어대학교 중국연구소
윤성환 1 ,  김철 2

1계명대학교

2경희대학교

142 회 열람

This paper examines a variety of activities that Korean corporations in China have had for Chinese consumers in order to fulfill their social responsibility. It further analyzes the ways in which such activities affected Chinese consumers’ reliance and loyalty to Korean corporations in the Chinese market. It includes two findings. First, Chinese consumers showed a favorable response to the efforts of Korean companies to take their social responsibility. Second, such activities caused a positive effect on the Chinese consumers’ reliance and loyalty to the Korean companies. These outcomes shows that Korean corporations entering Chinese markets in the future should make more efforts to build a long-term business strategy and continue to provide their social services for the Chinese society.

Korean Firms in China, Corporate Social Responsibility Activities, Corporate Credibility, Company-Consumer Identification, Consumer Loyalty
Korean Firms in China, Corporate Social Responsibility Activities, Corporate Credibility, Company-Consumer Identification, Consumer Loyalty

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