기업의 사회적 책임과 서비스품질의 관계에 관한 연구 : 신뢰의 조절효과를 중심으로

The corporate social responsibility is now rather a necessity than a choice which has been increasingly required among various industrial fields. Therefore, in order to figure out why the corporate social responsibility has become an important factor for corporations, our study investigated about the relationship between corporate social responsibility of the service industry and service quality, then moderating effect of trust. Especially, in service industry, studies on corporate social responsibility are insufficient, so our study have some value in this respect. Our analysis was conducted at two stages. At first regression analysis was conducted and then path analysis and multi-group analysis were conducted. The results of both analyses supported our two hypotheses. Excellent CSR activities were likely to show better service quality and trust moderated relationship between CSR and service quality.