호텔기업의 서비스품질, 아이덴티티 매력도, 고객-기업일체성, 가격 공정성 지각의 제관계: 기업의 사회적 책임에 대한 조절효과와 함께

The purposes of this study were to (1) ascertain service quality factors in inducing identity attractiveness of the hotel, (2) examine the relationships among identity attractiveness, consumer-company identification and price fairness, and (3)investigate the moderating effects of CSR on perceived price fairness. The conceptual model was tested empirically using data collected from 194 hotel guests. The results revealed that (1) four factors of hotel service quality (human service , environment and facilities, other facilities and physical attractiveness of employee) had positive effect on identity attractiveness, (2) the impacts of identity attractiveness on both consumer-company identification and perceived price fairness were significant, and (3) CSR played the significant moderating role in the relationship between consumer-company identification and perceived price fairness. This research provided some theoretical and practical implications.