외식 프랜차이즈 기업의 CSR이 기업이미지, 충성도에 미치는 영향 : 수도권 지역 호텔외식관련 학생을 중심으로

This study investigated the effects of corporate society responsibility(CSR) on corporate image and customer loyalty, suggesting managerial and theoretical implications for formulating company policy based on CSR in the restaurant business. As a result, four dimensions of CSR positively affect a corporate image. In addition, among the dimensions of CSR, business confidence and public relationships for corporate image have a positive effect on loyalty. First, the results of this study showed that restaurant companies are required to release their profits clearly and inform that they return some of profits to society. Second, restaurant companies are necessary to seek a variety of ways which confer benefits on their customs. Third, restaurant companies should focus on not only products but also overall corporate image related to CSR when advertising their company.