외식기업의 사회적 책임 활동이 기업 신뢰도 및 기업평판, 고객 인게이지먼트에 미치는 영향

The competition business in food service industry engage in is so fierce that consumers hardly recognize any differentiation among multiple brands, which calls for corporate activities and operational strategy from various perspectives. The purpose of this study is to identify if and how much corporate social responsibility (CSR) activities influence corporate reliability and reputation as well as customer engagement and to present implications for catering service providers to establish differentiated strategies. For this, survey among consumers who are aware of corporate social responsibility activities of food service providers have been conducted with 272 valid samples in total used for analysis. The analysis has found that ethical and charitable responsibilities have a positive effect on corporate reliability and that ethical, philanthropic and economic responsibilities have a positive effect on corporate reputation. In addition, both corporate reliability and corporate reputation have turned out to have a positive effect on customer engagement. Based on these study findings, I have presented several implications that may help establishing effective marketing strategies for food service businesses using their CSR activities.