고객지향성이 윤리적 책임과 재량적 책임을 매개로 고객충성도와 조직충성도에 미치는 영향

초록

This study seeks to examine the effect of customer orientation on customer loyalty and employee loyalty mediated by two dimensions of corporate social responsibility (CSR), discretionary and ethical dimensions. This study examined the effects of customer orientation on discretionary responsibility and ethical responsibility. Additionally, it examined the effect of discretionary responsibility and ethical responsibility on customer loyalty and organizational loyalty. In order to verify the hypothesis, we surveyed the employees of large companies and analyzed 239 valid data. First, customer orientation has a significant positive impact on discretionary responsibility. Second, customer orientation has a significant positive impact on ethical responsibility. Third, discretionary responsibility has a significant positive impact on customer loyalty. Fourth, discretionary responsibility has a significant positive impact on organizational loyalty. However, ethical responsibility does not predict customer loyalty and organizational loyalty. Theoretical and practical implications of the results of this study, limitations and directions for future research are discussed.

키워드