중국 대형마트시장에서의 서비스 품질 및 사회적 책임이 고객충성도에 미치는 영향에 관한 연구

The major concern of firms is to keep up with sustainable growth rather than temporary growth. This issue can be applicable to firms operating in service industry. Recently, as a sustainable business growth model, the concept of creating shared value(CSV) suggested by Porter and Kramer(2011) has come to the fore. The main logic of CSV is to create not only economic value but also social value to keep up with sustainable growth. At present, the giant superstore market in China has been developed in accordance with China economic development. The giant superstore market becomes to very competitive as foreign giant superstores like Wal-Mart and Carrefour have entered in China. Therefore, this study is try to analyze the impacts of CSV on sustainable growth in the giant superstore market in China. To achieve this purpose, both service quality and corporate social responsibility(CSR) were used as variables of creating economic value and social value, respectively. We also used customer royalty as a variable of sustainable growth since it can not be achieved without customers’ continuous purchase intention. Based upon the analysis of two-hundred twenty nine Chinese customers living in Jilin Province, we found that both service quality and CSR have positive influences on customer royalty. This result implies an important role of CSV to keep up with sustainable growth.