여행사 기업의 사회적 책임(CSR)이 직원의 조직충성도에 미치는 영향 : 몰입-신뢰 이론을 중심으로

CSR is an important part of corporate management for the sustainable development of companies. As the demand for corporate ethics increases, CSR is emerging as a key strategy for companies. CSR activities by companies have been shown to improve financial performance in a variety of ways because they positively change the negative image of companies. The purpose of this study is to establish the relationship between the effects of CSR on organizational loyalty of travel agency employees based on the commitment-trust theory. To that end, a survey was conducted to employees of large travel agencies located in Seoul. Analysis results showed that CSR partially affected organizational commitment and organizational trust. Organizational trust was shown to affect organizational commitment and organizational loyalty, and organizational trust affected organizational loyalty. In addition, it was confirmed that commitment-trust played an important role in the impact relationship of CSR on organizational loyalty. The result is that CSR has a greater impact on organizational trust than on organizational commitment. This supports the importance of commitment-trust in relationship marketing as claimed by the theory of commitment-trust. This suggests that travel agencies should seek various ways for their members to commit themselves in the organization through CSR.