일반 한식업의 사회공헌활동과 구전의도

The purpose of this study is to provide implications for application of corporate social responsibility in Korean style restaurant. The results of the analysis of the causal relationship between CSR(corporate social responsibility) activities, corporate attitude, and word-of-mouth intention are as follows:Both CRM(cause related marketing) model and PA(philanthropy Activity) model, first, it is presented that CSR has a positive impact on corporate attitude and word-of-mouth intention. Second, corporate attitude has a positive impact on word-of-mouth intention. Based on the results of the above analysis, implications for implementing CSR are as follows: First, because CSR activities have a positive impact on corporate attitude and word-of-mouth intention, it is necessary to utilize CSR activities as means for enhancing corporate performance. Second, because CRM represents an immediate effect in both sales promotion and common good, it is very useful as a tactical means. Finally, because PA has a positive impact on corporate attitudes and word-of-mouth intention, it is necessary to utilize the strategies for ensuring the positive corporate attitude in the long term.