ESG 활동과 기업활동이 고객 충성도에 미치는 영향

As social interest in Environment, Social, Governance (ESG) management emerges, ESG management is considered a key factor for sustainable development and growth of companies in the future. In order to settle the emerging ESG activities more stably, it is necessary to induce sales growth based on the company's ESG activities, and accordingly, it is necessary to listen to the needs of major customers. The object of this study is to explore the characteristics of quality that a company's ESG activities affect its image, corporate fairness, and customer loyalty. The subjects of the study were consumers using the IT platform, and SPSS 23.0 and Smart PLS 4.0 were used for statistical analysis. The results of research are as follows. First, the environment had significant impact on corporate image. Second, society had significant impact on corporate image. Third, the governance structure has significantly affected corporate image. Fourth, the environment had significant impact on corporate fairness. Fifth, society had significant influence on corporate fairness. sixth, the governance structure has significantly affected corporate fairness. seventh, corporate image has significantly affected loyalty. eighth, corporate fairness has significantly affected loyalty. Through this study, customers were confirmed that companies have higher loyalty when companies faithfully performance with ESG activities.