커피전문점의 사회적 책임 활동 현황에 관한 연구

Corporate social responsibility (CSR) of franchise coffee shop is the concept coined to describe how the organizations consider the welfare of the people by being responsible for the impact of their activities on all groups of people involved and affected by their business stakeholders such as employees and customers. Thus the intensive franchise coffee industry should CSR　as their survival marketing strategies. The objectives of this study are to find out how franchise coffee companies pursue CSR and how customers perceived the importance of CRS factors. In addition, respondents were divided into 4 different groups based on their perception of CSR. The result of this study showed that customer protection, environmental protection and donation were regarded as the most important CSR　activities. The group were divided into 4 types namely highly sensitive group, generally sensitive group, ethically sensitive group and unconcern group toward CSR.