호텔기업의 사회적 책임활동이 관계지속의도에 미치는 영향 - 호혜성 지각의 조절효과 -

With the recognition of the importance of relationship marketing which intends to satisfy needs of consumers to have a long-term relationship with them and improve corporate performance, various researches and discussions about relationship marketing is conducted actively in the academic. In order to increase long-term relationship continuity intention of customers, company enforced corporate social responsibility activities. This study have two purposes. The first is to examine the relationship between corporate social responsibility activities (i.e., economic, ethical, philanthropic) and intent to relationship continuity. The second is to examine the moderating effect of the perceived reciprocity on the relationship between corporate social responsibility activities and intent to relationship continuity. As results of the analysis, the corporate social responsibility activities have a positive effect on intent to relationship continuity. Second, regarding the moderating effect of perceived reciprocity on the corporate social responsibility activities and intent to relationship continuity, perceived reciprocity have shown a partial moderating effect.