프랜차이즈 CSR이 조직시민행동에 미치는 영향: 조직신뢰의 매개역할

This study examines the effect of corporate social responsibility (CSR) on organizational citizenship behavior (OCB) and examines how organizational trust plays mediating role between CSR and OCB in the franchise industry context. In order to achieve these purposes, the authors developed several hypotheses. The data were collected from 364 employees of franchisor firms and analyzed using SPSS and LISREL. The findings can be summarized as follows: First, economic and philanthropic CSR are associated with organizational trust, but legal and ethical CSR are not with organizational trust. The findings show that franchisor firm should improve the quality of product, have a procedure in place to respond to every franchisee complaint, help the poor, contribute towards bettering the local community, and fulfill its social responsibility such as operating free establishment education and establishment experience program associated with outside organizations. Finally, organizational trust is associated with OCB including helping behavior, civic virtue, and sportsmanship. It means that if employees perceive their firms to be highly CSR-oriented, they are likely to trust their firms, and in turn, OCB experienced by employee would be great.