기업의 사회적 책임 유형이 조직 동일시와 조직 충성도에 미치는 영향 (The Effects of Corporate Social Responsibility Components on Organizational Identification and Organizational Loyalty)

서지정보

· 발행기관 : 대한경영학회
· 수록지 정보 : 대한경영학회지 / 33권 / 8호 / 1409 ~ 1430페이지
· 저자명 : 김희택, 전주언

초록

기업들은 경영활동을 수행하는 과정에서 직·간접적으로 관계를 맺고 있는 다양한 이해관계자들을 고려하면 서 경제적 이윤추구를 달성해야 한다. 하지만 최근에는 이윤 극대화를 넘어서, 보다 다양한 형태의 사회적 책임과 역할이 강조되기 시작했다. 하지만 기존 연구들을 살펴보면 경제적·법적 책임에 대한 논의는 상대적으 로 부족했음을 발견할 수 있다. 즉 윤리적 혹은 자선적 책임에만 초점을 맞춰 사회적 책임에 대한 효과성을 검증했던 것이다. 수익 창출이 우선이 되는 기업은 경제적 책임이 반드시 선행되어야 함에도 불구하고 경제적 책임을 사회적 책임에 포함시키지 않았던 것이다. 본 연구는 Carroll이 제시한 기업의 네 가지 사회적 책임(경제적, 법적, 윤리적, 자선적 책임)이 내부 구성원의 조직 동일시를 거쳐 조직 충성도를 강화하는 경로를 검증하는 것에 초점을 맞추고 있다. 기업의 사회적 책임에 의해 형성되는 조직 동일시는 사회 정체성 이론에 기반하여 개인적 동일시와 사회적 동일시로 구분하였으며, 조직 충성도는 태도적 충성도와 행동적 충성도로 구분해 경로를 검증해 보고자 했다. 본 연구의 연구결과는 다음과 같다. 첫째, 기업의 경제적 책임, 윤리적 책임, 자선적 책임은 개인적 동일시와 사회적 동일시에 긍정적인 영향을 미치는 것으로 나타났으나, 법적 책임은 개인적 동일시와 사회적 동일시에 유의한 영향을 미치지 않았다. 둘째, 개인적 동일시는 태도적 충성도에는 유의한 영향을 미쳤으나 행동적 충성도에는 유의한 영향을 미치지 않았지만 사회적 동일시는 태도적 충성도와 행동적 충성도 모두 유의한 영향을 미쳤다. 셋째, 기업의 사회적 책임활동에 참여도가 높은 조직 구성원은 참여도가 낮은 구성원 사이에 비해 기업의 사회적 책임에 대한 인식이 높은 것으로 확인되었다. 이상의 연구결과에 근거해 학문적, 실무적 시사점을 제안했다.

영어초록

Companies are engaged in management activities with the goal of pursuing economic profit in a constant relationship with many stakeholders. In the wider social field, various forms of responsibility and role, which companies should follow, are recently required. In this respect, it is necessary to have a new understanding about Corporate Social Responsibility(CSR). The purpose of this study is to explore effects of corporate social responsibility components on organizational loyalty. In particular, the CSR components are divided into four responsibilities (economic, legal, ethical, philanthropic responsibility) by using the pyramid model presented by Carroll. Researchers focuses on verifying the path of each component to enhance organizational loyalty through the organizational identification. Organizational identification is divided into individual identification and social identification based on the social identity theory. Organizational loyalty is divided into the compositional concepts of attitudinal loyalty and behavioral loyalty to confirm the influence and significance. Followed by setting up the research model, the survey for verification test is conducted. The results of the survey include frequency analysis, reliability analysis, confirmatory factor analysis(CFA), and correlation analysis through statistical methods. The conclusions obtained from the study of this process are as follows. First, in the relationship between corporate social responsibility and organizational identification, economic, ethical and philanthropic responsibilities have been shown to have positive effects on both individual and social identification, but results have been derived that legal responsibility does not have a positive effect on both individual and social identification significantly. Second, in the relationship between organizational identification and organizational loyalty, individual identification has meaningful effects on attitudinal loyalty to employee’s organization but not on behavioral loyalty, and in the case of social identification, it has a positive effect on both attitudinal and behavioral loyalty. Third, in the comparison of differences in perception of CSR activities by employees according to their level of participation in the CSR as the group difference analysis, meaningful differences exist in all components of CSR between employees who are highly involved in the activities and those with low participation in the CSR activities. As for the academic implications of this study, first, the CSR activities of enterprises are divided into four components of responsibility, and the differences by type are confirmed. Second, it is found that individual identification may have a positive effect on attitudinal loyalty when a company implements CSR activities, but it is difficult for individual identification to lead to behavioral loyalty, which is different from previous studies. However, it has been shown that social identification has a positive effect on behavioral loyalty as well as attitudinal loyalty. As for the practical implications, first, it is required that a company develop a systematic and specific plan to implement CSR activities, and establish an internal management system that can feedback the results. Second, it suggests that a company need to provide many CSR activity opportunities to its members, through which positive images form in the mind of company employees. Third, when deploying CSR activities, it is necessary to select CSR issues that conform to the management philosophy and core values pursued by a company, to communicate properly with internal members, and to secure the interests and investments of administrators and managers.

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