기업의 사회적 책임과 공유가치 창출의 인지적/감정적 신뢰와 충성도에 미치는 영향: 대형할인점을 중심으로

Purpose: This study was conducted to explore ways to guarantee cognitive/emotional trust to increase the loyalty of customers by leveraging social responsibility and shared value creation of the company strategically. Also, this study was to find ways to maximize consumer value through strategic action and creating shared value and corporate social responsibility. Research design, data, and methodology: The research hypotheses and research model derived from the theoretical background for achieving effective research purposes, and these were verified by an empirical study and by the survey. The survey was made to target the consumers using a large discount stores. The proposed hypothesis and research model were analyzed using a structural equation modeling. Results: First, CSR had a significant impact of each positive (+) in the CSV and consumer loyalty. Second, CSR and CSV each influenced significant positive (+) on the cognitive and emotional trust. Third, consumer cognitive and emotional trust each were affected in meaningful positive (+) on the loyalty of consumers. Fourth, consumer trust in the corporate consists of a cognitive and emotional aspects, which were different for each role. Conclusions: In order to maintain continued customer through loyalty formed from consumer, companies continue to show interest to consumers, and should ensure the transparency of the business management to ensure confidence in purchasing the company's products. In addition, to eliminate the risk that the consumer perception, companies must continue to provide accurate and valuable to consumers. CSR was a prerequisite for creating shared values of corporate, as well as a strategic one for the company means to achieve the purpose, could be a useful tool for improving the society and guaranteeing the cognitive and affective trust of consumers to form their loyalty.