Earticle

초록

영어

Corporate social responsibility is paid attention to by government and consumers again due to importance of environmental, ethical and well-being issues. The purpose of this paper is to investigate the effects of ethical responsibility, environmental responsibility and well-being responsibility on customer loyalty. In addition, the study first proposes that each CSR variable has a positive effect on perceived service quality, and brand image.. Therefore, this study highlights the importance of managing CSR for corporate that intends to enhance customer loyalty. Fast food firms should consider how CSR activities in connection with corporate goal practice effectively and strategically in an era of rising share values.

목차

Abstracts
 Introduction
 Literature review
  CSR and Perceived Service Quality
  CSR and Brand Image
  Relationship between service quality and brand image
  Relationship between perceived service quality and loyalty
  Relationship between brand image and loyalty
 The Research
 Findings
 Conclusions
 Reference

저자

• Wonseok Bang [ Wonseok Bang PhD student ,Dept. of Marketing, Graduate School Gyeongsang National University, Korea ]
• Wonjung Kim [ Wonjung Kim, PhD student, Dept. of Marketing, Graduate School Gyeongsang National University, Korea. ]
• Gwijeong Park [ Gwijeong Park Professor of BK plus 21, Gyeongsang National University, Korea. ]
• Kihan Chung [ Kihan Chung, Professor, Department of Business Administration, Gyeongsang National University, Korea ]

참고문헌