외식기업의 사회공헌활동 인식이 브랜드이미지와 충성도에 미치는 영향 (Influence of Awareness of Corporate Philanthropy in Food Service Industry on Brand Image and Loyalty)

서지정보

· 발행기관 : 한국호텔관광학회
· 수록지 정보 : 호텔관광연구 / 17권 / 4호 / 182 ~ 202페이지
· 저자명 : 전현모, 김희연

초록

The purpose of this paper is to investigate the relationship between awareness of corporate philanthropy, brand image and loyalty. The survey was conducted for customers who visited the establishments being operated by two Korean companies, CJ foodville and SPC regarded as representative enterprises in food service industry considering size, revenue and public recognition. 229 complete survey questionnaires were used for empirical analysis.
The result reveals four findings. First, awareness of corporate philanthropy has strong positive effect on both business image and marketing image in brand image. Second, sales image has positive effect on loyalty while marketing image has no significant effect. Third, awareness of corporate philanthropy has no significant effect on loyalty as well. Fourth, the relationship between awareness of corporate philanthropy and loyalty is fully mediated by sales image.
This study confirms the results from the previous studies concluded that awareness of corporate philanthropy has positive effect on brand image, which is a mediator between awareness of corporate philanthropy and loyalty. While research on corporate philanthropy in other industries has been extensive, research into the food service industry is rather limited. This study implies that corporate philanthropy can affect customers' evaluation of service or food quality of establishment. It also suggests that further study on corporate philanthropy in food service industry can be extended to customers' evaluation of service quality.

영어초록

The purpose of this paper is to investigate the relationship between awareness of corporate philanthropy, brand image and loyalty. The survey was conducted for customers who visited the establishments being operated by two Korean companies, CJ foodville and SPC regarded as representative enterprises in food service industry considering size, revenue and public recognition. 229 complete survey questionnaires were used for empirical analysis.
The result reveals four findings. First, awareness of corporate philanthropy has strong positive effect on both business image and marketing image in brand image. Second, sales image has positive effect on loyalty while marketing image has no significant effect. Third, awareness of corporate philanthropy has no significant effect on loyalty as well. Fourth, the relationship between awareness of corporate philanthropy and loyalty is fully mediated by sales image.
This study confirms the results from the previous studies concluded that awareness of corporate philanthropy has positive effect on brand image, which is a mediator between awareness of corporate philanthropy and loyalty. While research on corporate philanthropy in other industries has been extensive, research into the food service industry is rather limited. This study implies that corporate philanthropy can affect customers' evaluation of service or food quality of establishment. It also suggests that further study on corporate philanthropy in food service industry can be extended to customers' evaluation of service quality.

참고자료

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