리조트 조직구성원의 기업의 사회적책임 인식, 조직신뢰, 고객지향 및 조직충성도간의 구조적 관계 연구: 환경적 CSR 적용

This study verified the effects of corporate social responsibility(CSR) perception on the organizational trust, customer orientation, and organizational loyalty of resort companies. For this, a survey was conducted targeting the resort employees(n=340). In the results of analysis, out of the corporate social responsibility activities, the economic CSR and the ethical CSR had significant effects on the organizational trust. The economic CSR showed the highest result because a stable job was desired due to the long-lasting employment instability, and the employment instability could be resolved with the relevant company’s growth in the long term. In case of the ethical CSR, the interest in sexual harassment at work might be increased because of the ‘Me too movement’ as a social issue. However, the legal CSR and the philanthropic CSR did not have effects on the organizational trust. The legal responsibility must be perceived as the norms that should be obeyed. The philanthropic CSR is not perceived by the members because of the performance-centered process. Also, there were significant influence relations between organizational trust and customer orientation, and between organizational trust and organizational loyalty. The results of this study show that the CSR of resort companies has effects on their employees’ organizational trust, and the organizational trust has effects on the customer orientation and organizational loyalty. Therefore, the CSR activity could be an important variable for the profits of resort companies, and their employees’ CSR activity could contribute to the increase of customer orientation.