햄버거 외식기업의 ESG 경영활동이 기업이미지와 고객충성도에 미치는 영향 (The Impact of ESG Management Activities of Hamburger Restaurant Companies on Corporate Image and Customer Loyalty)

서지정보

· 발행기관 : 한국유통경영학회
· 수록지 정보 : 유통경영학회지 / 27권 / 3호 / 109 ~ 122페이지
· 저자명 : 박노현, 신흥균

초록

Purpose: Corporate ESG management is emerging a s a key el ement in maintaining sustainable management. Value consumption considering ESG is increasing.
In t his context, we aim to r eveal academic significance and impl ications through research on the impact of ESG management activities of hamburger restaurant companies on corporate image and customer loyalty.
Research design, data, and methodology: To achieve the purpose of this study, a research model was designed based on previous research and hypotheses were established. Data were collected using a questionnaire from consumers who visited hamburger s tores within the past three months. An onl ine survey company was used to collect data for 4 days from November 22 to 29, 2023.
300 copies of data, excluding outliers and missing values, were used for anal ysis. SPSS and AMOS statistical programs were used for the empirical anal ysis of this study. Frequency analysis was conducted to determine the characteristics of the sampl e. Confirmatory factor anal ysis was conducted to check the internal consistency of the measurement items. Discriminant validity analysis and structural equation model were used to confirm differentiation and theoretical validity between variabl es.
Results: First, the ESG management activities of hamburger restaurant companies were confirmed to have a significant positive impact on corporate image.
Second, ESG management activities were found to have no significant impact on customer loyalty. Third, corporate image was confirmed to have a significant positive effect on customer loyalty. Fourth, corporate image was found to have a mediating effect in the relationship between ESG management activities and customer loyalty.
Implications: This study has academic significance in that it expands the research area by confirming that there is a mediating effect of corporate image in the relationship between ESG management activities and customer loyalty.

영어초록

Purpose: Corporate ESG management is emerging a s a key el ement in maintaining sustainable management. Value consumption considering ESG is increasing.
In t his context, we aim to r eveal academic significance and impl ications through research on the impact of ESG management activities of hamburger restaurant companies on corporate image and customer loyalty.
Research design, data, and methodology: To achieve the purpose of this study, a research model was designed based on previous research and hypotheses were established. Data were collected using a questionnaire from consumers who visited hamburger s tores within the past three months. An onl ine survey company was used to collect data for 4 days from November 22 to 29, 2023.
300 copies of data, excluding outliers and missing values, were used for anal ysis. SPSS and AMOS statistical programs were used for the empirical anal ysis of this study. Frequency analysis was conducted to determine the characteristics of the sampl e. Confirmatory factor anal ysis was conducted to check the internal consistency of the measurement items. Discriminant validity analysis and structural equation model were used to confirm differentiation and theoretical validity between variabl es.
Results: First, the ESG management activities of hamburger restaurant companies were confirmed to have a significant positive impact on corporate image.
Second, ESG management activities were found to have no significant impact on customer loyalty. Third, corporate image was confirmed to have a significant positive effect on customer loyalty. Fourth, corporate image was found to have a mediating effect in the relationship between ESG management activities and customer loyalty.
Implications: This study has academic significance in that it expands the research area by confirming that there is a mediating effect of corporate image in the relationship between ESG management activities and customer loyalty.

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