CSR인식, 조직신뢰, 고객-종업원 교환관계 간의 구조적 관계

The purpose of this study was to empirically examine the structural relationships betweenCSR recognition, organization trust, and customer-employee exchange. This study conducted a surveyof 510 members of the Agricultural Cooperative Federation in northern Gyeongsangbuk-do to identifywhat structural relationships they have between CSR recognition, organizational trust andcustomer-employee exchange relationships, focusing on the corporate social responsibility activitiesat this point in time. The findings and implications of this study are summarized as follows. First, it was revealedthat the higher the level of CSR awareness among members of Nonghyup, the higher the level oforganizational trust. This means that organizational members with high CSR recognition levels alsohave a high level of organizational trust. In other words, members who recognize that the organizationthey belong to is actively carrying out social responsibilities can also be interpreted as having ahigh level of awareness of organizational trust. The findings can be interpreted as a reflection ofrecent business practices in which the organization's social responsibility is emphasized. The CSRawareness of the organizational members can be said to be a form of organizational citizenship behaviorthat has been extended to the social level. Second, it has been shown that the more organizationaltrust the members have, the more customer-employee exchanges become. This empirical analysisindicates that members who trust the organization are more active in forming relationships withcustomers in their duties. Third, it was confirmed that the higher the level of CSR awareness amongmembers of the Nonghyup,, the greater the customer-employee exchange relationship. The resultsof this empirical analysis indicate that the more active the organization they are in is in, the moreactive they are in forming relationships with customers in their duties. Fourth, it has been confirmedthat organizational trust has a partially mediated effect in the process of CSR recognition and customer-employee exchange relations. Based on these empirical analysis results, the following implications can be obtained: First,the theoretical implications are that we have empirically verified the structural relationship betweenCSR recognition, organizational trust, and customer-employee exchange relationships through thisstudy. This may be meaningful in that prior studies have lacked empirical verification of the relationshipbetween the three variables. Second, a empirical analysis result that increases organizational trustand customer-employee exchange relationships by increasing the level of CSR recognition could givemanagement practical implications. In other words, the fact that CSR recognition can be a leadingcontributor to organizational trust and customer-employee exchange relationships means that if theorganization actively pays attention to and practices CSR activities, it will increase the level oforganizational trust among the members of the organization, improve customer--employee relationships,and ultimately contribute to the improvement of business performance. This study has the following limitations: First, there are some difficulties in generalizingthe results of this study. This is because the research sample selected members of Nonghyup'sorganization who emphasize social purposes in a survey. Also, it should be noted that Nonghyuphas different organizational characteristics and cultures than for-profit companies because it isessentially an organization where social responsibility is emphasized. Therefore, it will be necessaryto be cautious in interpreting the research results. Second, the measurement scale and the thresholdresulting from the cross-sectional analysis.