금융기관의 사회적 책임, 평판과 신뢰, 충성도 간의 관계에 대한 연구

Since financial institutions aim to provide green finance, they are required to have strong social responsibilities like curbing environmental pollution and making social safety nets. Therefore, the purpose of the study was to investigate the effects of the activities related to the social responsibility of financial institutions on reputation, trust, and loyalty. A survey was conducted using offline and mobile devices on 184 customers who had used financial institutions. The research findings were processed using the SPSS 22.0 version for factor analysis, reliability, and feasibility analysis and the AMOS 21.0 statistical package program for structural equation model analysis. The results of this study were as follows. First, among the factors of social responsibility activities, ethical responsibility, and environmental responsibility were found to have a significant positive impact on the reputation of financial institutions. Second, it was found that economic responsibility and philanthropy responsibility had a significant effect on trust. Third, it was found that the reputation of financial institutions had a significant effect on the trust of customers. Fourth, it was found that the reputation and trust of financial institutions had a significant effect on loyalty. Lastly, ethical responsibility and environmental responsibility did not have a direct effect on trust, but it was found to have a significant effect on indirect effect analysis. Based on these findings, this study provides implications for establishing strategies for the activities related to social responsibilities of financial institutions and emphasizes the importance of securing loyal customers by enhancing reputation and reliability.