CSR 활동과 제품차별화 및 마케팅 성과의 관계 연구 : 확장제품 차별화로서 서비스 제공시점의 매개적 영향을 중심으로

Abstract

CSR activities are effective strategic marketing devices that improve consumer’s perceived trust and marketing performance. The purpose of this study is to investigate the mediating role of services performed at each service point in relation to CSR activities and marketing performance. In other words, this study investigates the structural relationship between before service and after service in relation to CSR activities, brand equity. Based on the data of 510 questionnaires, the proposed hypothesis was tested by the structural equation model. The verification found that the five hypotheses were all significant. First, CSR activities influence on consumers' evaluation of before service and after service positively. The path coefficient of the relationship of CSR activities and after service was .449(t value =16.228, p<.001), a little lower than the relationship of CSR activities and before service, which was .473(t value=17.282, p<.001). The difference of before service and after service were statistically significant(t value=12.165, p<.001). This suggests that CSR activities can make the consumers' value of the before service activities and after service activities higher. Second, CSR activities directly influence on the corporate marketing performance positively. The path coefficient of the relationship of CSR activities and brand equity was .333(t value =12.045, p<.001). In other words, CSR activities positively affect brand equity. This result indicate that CSR activities more influence product differentiation than brand equity. Third, service activity at a specific service point affects firm's marketing performance. The path coefficient of the relationship of after service and brand equity was .210(t value =5.513, p<.001), a little lower than the relationship of before service and brand equity, which was .267(t value =7.076, p<.001). The difference of before service and after service were statistically significant(t value=28.892, p<.001). In other words, before service affects brand equity, and after service affects brand equity positively. This result implies that before service and after service act as a mediating role in the relationship between CSR activities and marketing performance of firm. That is, before service is commonly a more important factor than after service in the relationship of CSR activities and brand equity. In other words, CSR activities of firms have a positive effect on consumers' evaluation of service performance at specific service timing. Therefore it indicates that CSR activities influence product differentiation as the perspective of extended product. And also it contributes to improving the marketing performance of the company. This paper has a meaningful differentiation in that a performance study at the product level, unlike the performance study at the enterprise level which is mainly dealt with in the existing CSR study. And this study distinguishes the existing CSR activities from investigating the mediating effect of the service timing of the company as the perspective of extended product.