기업의 지속가능경영 노력이 기업신뢰 및 고객만족도에 미치는영향

Abstract

Effects of Corporate Efforts for the Sustainable Management on the Corporate Trust and Customer Satisfaction

by Lee, Kwang Hyun Advisor: Park, Jong Chul, Ph. D. Graduate School of Business Administration, Chosun University

This study suggested that the consumers’ trust play an essential mediating role in the relationship between the three dimensions (economic, philanthropic, environmental) of sustainable management and the customer satisfaction. Trust is conceptualized into two different forms: expertise-based trust and benevolence-based trust. A model integrating three dimensions of sustainable management, two forms of trust, and the customer satisfaction is tested using data of 210 consumers. The results of data analysis show that the corporate economic responsibility positively influences on the expert-based trust and benevolence-based trust. However, the corporate philanthropic, environmental responsibility have a significant impact not on the expert-based trust but only on the benevolence-based trust. Finally, our results indicate that the expert-based trust and the benevolence-based trust both have a significant influence on the customer satisfaction. Thus, this study demonstrates that trust indeed plays a mediating role between sustainable management and the customer satisfaction.