내부 고객의 CSR 참여가 직무 만족과 고객지향성에 미치는 영향 : 내부 브랜드 동일시의 매개효과를 중심으로

For the part of 40 years, corporate executives have struggled with the firm’s responsibility to society. Corporate social responsibility (CSR) activities are broadly conceptualized as the company’s activities with respect to perceived societal obligations. CSR has become an important focus of attention among global companies. Engaging in corporate social responsibility is becoming a common business practice and across industries. There has been a variety of discussion of the benefits to firms and brands of being socially responsible, including: improved financial performance, building a loyalty with consumers, improving product quality and even internal benefits such as increases in employee commitment and reduced employee turnover. In the face of marketplace polls that attest to the increasing influence of CSR on consumers’ evaluations. Many companies expect the benefits that they obtain good brand image and human resources. By contributing to societal welfare, companies can enhance brand image among its employees. Despite increasing emphasis on CSR in the marketplace, little is known about the effects of CSR actions on internal employees. This study focuses on the relationship between a CSR activities and internal employees attitude. To discuss the importance of understanding CSR by analysing the issues that CSR activities. The purpose of this study is to analyze the relationships between CSR participation and employee satisfaction. this study was set as a dependent variable into job satisfaction and customer orientation for exploring internal brand identification. First, we investigate the effect of CSR participation on internal brand identification (personal brand identification and social brand identification). Second, we examine whether brand identification can affect job satisfaction and customer orientation. In order to test the hypothesis of this study, the data was collected for various industrial groups in Korea, and finally, the sample was composed of 449 workers. The following is summary of the findings from the empirical analysis. First, CSR participation influences personal brand identification and social brand identification. Employees perceive that brand identification is viewed as expression of CSR activities. Second, we found both personal brand identification and social brand identification influences job satisfaction and customer orientation positively. As results of analyses, it is shown that CSR participation indirectly affects to internal brand identification and job performance. Specifically, CSR participation are positively related to internal brand identification in direct and internal brand identification is having the positive effects on firm performance. These results mean that the employees’ brand identification can be differently by the CSR activities. In addition, results imply that it is useful to view employees as internal customer and brand strategy is important for employees as well as for customer. Based on the findings, theoretical contribution and managerial implications are discussed. Developing CSR is something that requires intensive employees commitment and needs to be embraced by senior manager. To meet expectations of internal employees must understand the complexity of the internal issues that the CSR claims are addressing. Understanding CSR issue complexity is essential and something that firms should be integrating into operational activities, as well as communication activities. CSR is important to a broad range of stakeholders, with an equally broad range of expectations of corporate responsibilities. Managers have to understand the explicit and implicit promises they are making to internal employees. This will help to ensure that the potential positive and negative impacts of CSR image are considered. However, the implementation of CSR activities requires that there is something substantial and worthy of being communicated in the first place. There also must be shared managerial vision and commitment to implementation throughout the company.