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서비스연구 = Journal of service research and studies, v.8 no.1, 2018년, pp.123 - 143
홍순란 (서울벤처대학원대학교) , 박현숙 (서울벤처대학원대학교 융합산업학과)
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This research examines empirically the causal relationship among service quality, CSR, trust, customer-company identification(=CCID), customer's behavioral intention as well as the mediating effect of trust and CCID on the relationship between service quality, CSR and customer's behavioral intention...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 서비스산업에서 차별화된 CSR 활동에 집중하는 이유는? | 이러한 이유로 일부 기업들은 사회적 책임활동을 적극적으로 활용하여 오히려 기업 경쟁우위를 확보하기위한 경쟁력 차별화전략으로 활용하고 있기도 하다. 그러나 제품을 생산하는 일반 제조 산업과는 달리 무형의 서비스가 사업주체인 서비스산업은 서비스업의 특성 상 동종업계 경쟁사 대비 현저한 차별화가 어렵기 때문에 서비스산업의 기본요소인 고품질의 서비스제공과 함께 경쟁사 대비 차별화된 CSR 활동을 통해 고객들에게 기업에 대한 신뢰감을 심어주고 고객과 기업 간의 일체감을 형성시켜 기업에 대한 고객의 인식을 더욱 더 긍정적으로 변화시키려는 움직임이 최근 서비스 산업계에 나타나고 있다(Homburg et al., 2009). | |
| 신뢰 및 고객-기업 동일시의 매개효과 검증 시, Bootstrap을 사용하지 않는 이유는? | 한편 외생변수인 서비스품질 및 기업의 사회적 책임(CSR)활동과 내생변수인 행동의도 간의 관계에서 매개변수인 신뢰 및 고객-기업 동일시(CCID)의 매개효과를 검정하는 방법에는 Bootstrap 및 Sobel검정 등의 두 가지 방법이 있다. 그러나 Bootstrap을 사용 시는 본 연구모델에서와 같이 매개변수가 두 개인 복수매개 형태의 경우는 Bootstrapping 방법으로는 외생변수->매개변수->내생변수 간의 각 경로간의 간접효과크기를 알 수 없으므로 본 연구에서는 각 경로간의 간접효과크기를 파악할 수 있는 방법인 Sobel검정을 실시하고자 한다. 한편 이러한 Sobel 검정방법은 반드시 정규분포를 전제로 하고 있기 때문에 먼저 각 측정항목들의 값이 정규성을 띄고 있는지 즉 모든 측정항목들의 정규성 여부를 검토하기 위하여 [Tab 4-6]의 첨도, 왜도 검사를 통한 측정항목들의 정규성 검정을 실시하였다. | |
| 고객-기업동일시란? | 고객-기업동일시(Customer-Company Identification: 이하 CCID)의 정의는 고객이 어떤 기업과 일체되는 느낌 혹은 고객들 그 자신이 어떤 기업에 속해있다고 지각하는 것과 같은 고객들의 정신적인 상태로 정의할 수 있다(Bhattacharya and Sen, 2003). 그리고 Lichtenstein et al. |
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