외식기업의 사회적 책임활동이 고객만족을 통해 가치에 미치는 영향

Previous research has suggested that a good record of corporate social responsibility (CSR) positively influences corporate financial performance (CFP) by lowering costs and increasing productivity. Corporate financial performance might also be impacted by the effect of perceived CSR on customer satisfaction and perceived value. In this study, we presented research of perceived CSR on the contribution to customer satisfaction of food-service companies in terms of economic practices, consumer protection, legal and ethical practices, community development and environmental performance. Research was conducted within a group of 230 restaurant customers who visited restaurants in Seoul, Korea. Also this research tested the contribution to economic, social and emotional value of customer satisfaction. Using SEM, it was found that these customers valued economic practices and consumer protection much more than activities related to community development and environmental performance in regards to customer satisfaction. In addition to these findings, customers equated economic value with social or emotional value relating to customer satisfaction. The overall importance of CSR for customer satisfaction and perceived value suggests that in the food-service industry of Korea, CSR may not only contribute to better financial performance by directly reducing costs and increasing productivity, but may also contribute indirectly by increasing customer satisfaction and perceived value. Therefore, Korean food-service companies are advised to introduce CSR or augment the level of CSR activities.