CSR 활동이 고객충성도에 미치는 영향 : 중국진출 국내 3개 기업을 중심으로

This paper examines a variety of activities that Korean corporations in China have had for Chinese consumers in order to fulfill their social responsibility. It further analyzes the ways in which such activities affected Chinese consumers’ reliance and loyalty to Korean corporations in the Chinese market. It includes two findings. First, Chinese consumers showed a favorable response to the efforts of Korean companies to take their social responsibility. Second, such activities caused a positive effect on the Chinese consumers’ reliance and loyalty to the Korean companies. These outcomes shows that Korean corporations entering Chinese markets in the future should make more efforts to build a long-term business strategy and continue to provide their social services for the Chinese society.