핀테크 기업의 ESG 경영, 기업 이미지, 고객 충성도 간 관계 연구: 중국 시장에 초점

Fintech companies are focusing on activities to create social value. In particular, it is engaged in various ESG management activities such as protecting the natural environment, solving social problems, and improving governance for sustainable development. In fact, most fintech services have ESG management characteristics. Fintech services have basic characteristics of ESG management in various aspects such as activation of microfinance, transparent financial transaction activities, and green management. This study investigated the relationship between ESG management characteristics and customer loyalty for fintech companies. Six independent factors inclusion, publicness, professionality, innovation, transparency, and authenticity were identified to analyze their effects on customer loyalty for fintech companies. The corporate image was accepted as a mediator between independent and dependent variables. Data were gathered from 273 respondents who experienced use it fintech services in china. The results show that ESG management strongly affect customer loyalty and corporate image plays an important mediating role for fintech companies. The results of this empirical analysis can be used as a reference for academic research and can be referred to the management strategy and ESG practice process of fintech companies.