지속가능경영으로서의 공유가치창출(CSV) 활동이 기업이미지 및 고객만족에 미치는 영향: 공기업과 사기업 비교

Corporate Sustainability management is a company's policy of enhancing shareholder value and adding social and environmental value to external stakeholders by making profits and lowering the likelihood of bankruptcy, continuing to grow economically, bringing about sound environmental effects, and achieving social responsibility. Corporate social responsibility activities(CSR) have emerged as one of the policy measures to enable sustainable management, which has evolved into shared value creation(CSV) activities. As one of the policy measures to enable sustainability management, Corporate Social Responsibility(CSR) activities emerged, which developed into Creating Shared Value(CSV) activities. In this study, 441 copies of survey data were collected from consumers who experienced product use and services by public and private enterprises that are engaged in CSV. The hypothesis of this study was verified using SmartPLS 4.0 program. According to the results of data analysis, The results revealed that CSV activities had a positive effect on consumers' perceived warmth and competence, which had a positive effect on customer satisfaction. Furthermore, it was observed that the impact of perceived warmth on customer satisfaction is greater for public enterprises compared to private enterprises, while the impact of perceived competence on customer satisfaction is greater for private enterprises compared to public enterprises. And there are differences according to the type of enterprise. Based on the research results, the implications necessary for establishing a company's management strategy are presented.