사회적 책임 관여도에 따른 호텔 공익연계마케팅과 호텔 이미지 및 고객행동의도간의 관계 연구

This study aims at examining customer response to the activities of Cause-Related Marketing(CRM), and the effect of CRM on hotel image and customer behavior intention and the role of social responsibility whether it plays a role of controlling CRM. Empirical subjects were customers who visited five-star hotels. To know customer responses, it conducted a questionnaire survey. And thereby research hypotheses were verified. First of all, it was verified that CRM of the hotel has a positive effect on hotel image in the result of hypothesis 1, while hotel image has a positive effect on customer behavior intention in the result of hypothesis 2. In addition, it was verified that the involvement of social responsibility has the control effect in the relationship between CRM and hotel image in the hypothesis 3. However, it appeared that there would be no control effect in the relationship between hotel image and customer behavior intention in the verification result of hypothesis 4. These research findings demonstrated that CRM of the hotel has a positive effect on improving hotel image. It is also meaningful in that it provides the basic materials for improving management performance.