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KMID : 1011620120280030299
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Korean Journal of Food and Cookey Science
2012 Volume.28 No. 3 p.299 ~ p.310
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The Effects of Corporate Social Responsibility (CSR) Activities on Customer Trust and Customer Satisfaction in the Family Restaurant
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정효선:Jung Hyo-Sun
윤혜현:Yoon Hye-Hyun
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Abstract
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The purposes of this study were to understand the influence of customer perceptions of corporate social responsibility (CSR) activities in family restaurants on customer trust and satisfaction. Based on results form 395 family restaurant patrons obtained empirically, we reviewed the reliability and fitness of a research model and verified two hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested using a structural equation model (SEM). Hypothesis 1, which hypothesized a positive relationship between customer perception of CSR activities and customer trust was partially supported. Additionally, hypothesis 2, in which customer perception of CSR activities had significant positive effects on customer satisfaction, and customer trust had significant positive effect on customer satisfaction (Hypothesis 3 was supported). Finally, customer trust performed a partial role as a parameter in the causality between CSR activity in the family restaurant and customer satisfaction. Limitations and future research directions are also discussed.
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KEYWORD
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CSR activity, customer trust, customer satisfaction, family restaurant
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