외식기업의 사회적 책임과 기업이미지, 서비스가치, 소비자태도가 지속적인 관계에 미치는 영향

[Purpose]This study is established to identify the effect relation of social responsibility of food service enterprise on customer attitude and maintenance of relation with customers, through corporate image and service value. We are proposing base－line data of marketing strategy, establishing what are the social responsibility factors satisfying demands of customers. [Methodology]We carried out a survey targeting the customers who have used food service enterprises in Daegu area, from June 1th, 2016 to July 6th. [Findings]First, it was revealed that social, ethical, environmental, dietic factors out of social responsibility activities of food service enterprise have positive effects on corporate image. Second, social factor out of social responsibility activities of food service enterprise has positive effects on service value. Third, social, ethical, dietic responsibilities out of social responsibility activities of food service enterprise affect customer attitude. Fourth, corporate image and service value have positive effects on customer attitude. Fifth, corporate image, service value and customer attitude have positive effects on maintenance of lasting relation. [Implications]We can see a food service enterprise will improve corporate image, service value and customer attitude so that maintain lasting relation when it is run focusing on social, ethical, dietic factors out of responsibilities reflecting on customer features.