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The Effects of the Motives of Corporate Social Responsibility(CSR) on Customers’ Satisfaction and Behavioral Intention in Restaurants

Ka-Hi Lee 1 Namkung Young 1

1경희대학교

Accredited

ABSTRACT

The motivations that lead companies to engage in Corporate Social Responsibility(CSR) have increasingly been in the spotlight in the foodservice industry. The purpose of this study is to 1) to understand the motivations for engaging in CSR practices, 2) to examine the effects of CSR motivations on CSR satisfaction, and 3) to assess the effects of CSR satisfaction and behavioral intention in restaurants. A total of 435 samples were obtained from people who had visited a restaurant within the last three months and these formed the participants of this study. The results were as follows: First, factor analysis showed that CSR motivations in the foodservice industry can be understood in terms of two factors (public-serving motivation / firm-serving motivation). Second, regression analysis showed that public-serving motivation and firm-serving motivation had significantly affected CSR satisfaction and public-serving motivation was more influential than firm-serving motivation. Third, CSR satisfaction had a significantly positive effect on behavioral intention. These findings provide restaurant managers with the evidence needed to develop strategies for implementing CSR practices as well as focusing on more sustainable practices.

Citation status

* References for papers published after 2022 are currently being built.