글로벌기업의 사회적책임(CSR)활동이 기업이미지, 관계지향성, 성과에 미치는 영향: 베트남 진출 한국 외식 기업을 중심으로

This study is about the effects of corporate social responsibility activities (CSR) regarding corporate image, relationship orientation, and performance. The purpose of this study is (1) to understand how corporate social responsibility activities affect corporate image and relationship orientation; (2) to understand how corporate image affects relationship orientation; (3) to understand how corporate image affects corporate performance; (4) to understand how relationship orientation affects corporate performance. A survey was conducted in HCMC Vietnam to collect data from Vietnamese and Koreans in Vietnam who had visited a Korean restaurant, cafe, bakery, etc. SPSS and AMOS were used to test the research hypotheses. The three elements of CSR (economic activities, charity activities, and local society contribution activities) had a significant positive effect on corporate image. Also, the two elements of CSR (economic and legal / ethical activities) had a significant positive effect on relationship orientation. A significant positive relationship between corporate image and relationship orientation was shown through the empirical test. Finally, corporate image and relationship orientation had a significant positive effect on corporate performance. The results of this study show that CSR activities of global firms affect corporate performance through their corporate image and relationship orientation. The more corporate social responsibility activities (CSR) a company performs, the greater the corporate image and relationship orientation will be, thus increasing performance.