기업의 사회적 책임활동과 소비자 만족에 관한 연구 :금융기관을 중심으로

This study examines the mediating role of trust in Corporate Social Responsibility(CSR) of financial institutions to influence consumer satisfaction. In this study, the dimensions of CSR are classified under economic responsibilities, social responsibilities, environmental responsibilities, Philanthropic responsibilities. We investigate how the four dimensions of CSR activities impact on trust of financial institutions and financial products and how two kinds of trust affect consumer satisfaction by using structural equation model. a total of 250 people filled out a questionnaire and 214 valid questionnaires were used for statistical analyses. Also, reliability analysis and factor analysis were performed in questionnaires analysis. The main result of this is as follows. This study shows that the trust of financial institutions and financial products plays a mediating role between the four dimensions of CSR activities and consumer satisfaction. Specifically, the four dimensions of CSR activities have a positive impact on the trust of financial institutions. And activities of economic․social responsibilities only have a positive impact on trust of financial products. However, activities of environmental․Philanthropic responsibilities are not statistically significant. It means that activities of economic․social responsibilities have a greater effect on trust than activities of environmental․Philanthropic responsibilities.