컨벤션센터의 사회적 책임활동이 직원의 조직충성도에 미치는 영향*: 조직동일시와 조직만족도의 매개효과

This research examines the relationships between Corporate Social Responsibility(CSR) and internal marketing effects. The major concern of the present study has to do with the possible implications of convention centers' CSR for their employees' subsequent attitudes and behavior. To accomplish the purpose of the study, a total of 163 were collected from 436 survey questionnaires distributed to all employees of 7 convention centers in Korea which agreed to respond to this survey(response rate: 26.7%). Only 158 were used for the data analyses. As a result of this study, some statistical significances were found. First of all, internal CSR activities such as ethical management responsibility and organizational commitment to their employees were most important factors influencing employees' organizational identity and satisfaction with and loyalty to their organization. Secondly, employees' organizational identity and satisfaction were found to partially or completely mediate the relationships between convention centers' CSR and employee loyalty to the organization. The results of this study provide future directions and suggestions on convention centers' CSR.