고객지향성과 사회적 책임활동이 조직평판에 미치는영향: 비영리 조직을 중심으로

The purpose of this study was to empirically examine the effects of customerorientation and social responsibility on organizational reputation. To conduct such examination, the author (i) designated customer orientation,social responsibility and organizational reputation as variables and (ii)designed a research model by conducting preceding studies on the variables. Toexamine the research model the author collected the survey data from the 170copies. Collected data were analyzed using SPSS and AMOS programs. The analysis results are as follows. (1) it was found that higher degree ofcustomer orientation would lead to higher degree of social responsibility. (2) itwas found that higher degree of social responsibility would lead to higherdegree of organizational reputation. (3) it was found that higher degree ofcustomer orientation would lead to higher degree of organizational reputation. The implication and limitation which this study are as follows. First, thisstudy has discovered that customer orientation and social responsibility are theimportant preceding variables that affect the relationship between customerorientation, social responsibility and organizational reputation. This study havelimitation in that was conducted based on cross-sectional design of research. Because, organizational reputation is dynamic process in which related tocorporate PR activities, CEO image, activities of corporate social responsibility.