환대기업의 사회적 책임활동, 서비스 가치, 고객만족 간의 관계 연구: 호텔, 일반 관광기업을 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 for hotel companies.” To answer these questions, the present researcher drew factors between constructs and then established three hypotheses. To prove these hypotheses, the researcher surveyed those who have used hotels in Busan and Seoul from April 1 to April 20 in 2014. Finally, using the total 232 questionnaires, the researcher carried out frequency analysis, reliability analysis, factor analysis, and regression analysis. The results revealed as follows. First, the factor of public or social dimension and legal order has a significant influence on quality value, price value, and customer satisfaction, but the factor of business success has no significant influence on them. Second, quality value and price value have significant influences on customer satisfaction.