중국시장에서의 한국기업의 사회적 책임활동과 성과

Purpose: Recently, corporate social responsibility(CSR) has become one of the most important topics in the area of international business. As global companies try to get into China market, they start to consider CSR activities as important tools for their competitive advantage and superior performance. Through this study, we try to disclose the CSR activities and performance of Korean firms in China market. Research design, data, and methodology: A survey was conducted in main cities of China to get data collected from university students in china who have an experience of buying Korean firms' goods or service. SPSS package was used to test the research hypothesis. Results: The four elements of CSR(economic, legal and moral, charity, and local society contribution activities) have a significant positive effect on firms' trust and contribution image. And, the significant positive relationship between enterprise images and customer loyalty is also disclosed through the empirical test. Conclusions: The results of this study show that CSR activities of Korean firms affect customer loyalty through their trust and contribution image. The more CSR activities one corporate performs, the more enhanced the corporate image and then the more raised customer loyalty. This study imply that to improve customer loyalty Korean firms should try to improve their image.