외식소비자와 경영자의 기업의 사회적 책임 활동에 대한 기대 및 효과 인식 차이

The Differences in the Expectations and Consequences in terms of Corporate Social Responsibility Activities between Restaurant Customers and Owners

This study aims to investigate differences in perceptions about food service company’s corporate social responsibility (CSR) activities, expected types of those activities, and consequences of them between customers and owners. Self-administered questionnaires combined with a quota sampling technique were employed for the data collection. The results revealed that both consumers’ and owners’ expectations and consequences for restaurants’ CSR activities varied in terms of the restaurant type. Furthermore, the results of multivariate analysis of variance showed that there were interaction effects between the group (i.e., customers and owners) and the restaurant types (i.e., Korean, Westerm-style casual dining, and Western-style fast food restaurants) in the expectation and consequences of restaurant companies’ social responsibility activities. The findings of the study may provide a food service company with a direction on how to choose cost-effective social responsibility activities among various types of activities.