한국 기업의 사회공헌활동이 기업평판 및 고객충성도에 미치는 영향

Corporate Philanthropy and Its Effects on Corporate Reputation and Customer Loyalty in Korea

The purpose of this study is to analyze the effect of corporate philanthropy on relations between corporate reputation and customer loyalty, and to test the moderating effect of strategic management policy of corporate philanthropy. Major empirical results showed that only the consumer, economic and environmental dimensions of corporate philanthropy had impacts on corporate reputation. Moreover, the relationship between corporate philanthropy and customer loyalty of manufacturing and service enterprises had corporate reputation as a mediating factor. Lastly, the relationship between corporate philanthropy and corporate reputation of only manufacturing enterprises were moderated by the strategic management policy of corporate philanthropy.