기업능력에 따른 호텔의 사회적 책임활동(H-CSR)이 서비스 가치와 고객만족과 애호도에 미치는 영향: 서울, 부산을 중심으로

A hotel company’s CSR activity needs to be regarded as the top value not only for the realization of fair society but also for the improvements of the corporate image and the customers’ satisfaction. For these reasons, this study aims to explore “the relationship between H-CSR activity and the service value and satisfaction perceived by customers” and “how service value affects customers’ satisfaction and their loyalty for hotel companies.”In conclusion, these results can be understood that customers perceive the factor of ‘business success’ as what is far from CSR activity. It implies that not only companies’ internal efforts for their business success, but also their external CSR activities, such as ‘activities for public interest’ or ‘observation of legal order,’ are considerably important. The results also imply that hotel customers feel their satisfaction in terms of hotels’ quality and price values. That is, rather than time and efforts to get satisfaction, direct factors such as quality and price values more affect customer satisfaction; these quality and price values are also directly influenced by customers’ corporate loyalty.