외식기업 지속이용의도의 형성 경로 연구: 기업의 사회적 책임활동과 감정변수를 중심으로

his paper adopts a hierarchy of effects model to study how customer perceptions of the social responsibility of companies affect customer affective and conative responses in a eating-out service context. This paper tests a structural equation model using questionnaires collected directly from 230 customers of eating-out services in Seoul of Korea. The research findings are as follows: First, corporate social responsibility activities affect customer identification with the company, customer satisfaction and brand attachment positively. Second, identification affects customer satisfaction and brand attachment positively. Third, customer satisfaction affects brand attachment. Fourth, repurchase intention also is affected by customer identification with the company, customer satisfaction and brand attachment positively. Based on these results, theoretical and managerial implications and limitations of findings are discussed.