호텔 기업의 사회적 책임 활동에 따른 기업 명성이 기업 이미지 및 고객 충성도에 미치는 영향 연구

Social and economic development according to the globalization has been increasing the social desire of the customers and the time has arrived that the corporate images are evaluated according to their social responsibility activities which sells the products and services. Accordingly, this study tries to find the plans to positively create corporate reputation and image through customer evaluation about the first class hotel's social responsibility activities and further, to secure the loyal customers. The analysis revealed the following findings: economic responsibility, charitable responsibility of customer social responsibility affects significantly and positively(+) the reputation of company, but not significantly legal responsibility, ethical responsibility, us adopt hypothesis H1-1, H1-4, and reject hypothesis H1-2, H1-3. Though corporate reputation proves to have significant positive(+) effect on corporate image and customer loyalty leading us to adopt hypothesis H2,H3. corporate image proves to have significant positive(+) effect on customer loyalty leading us to adopt hypothesis H4. In other words, high reputation and positive image of the corporate are not easily created and the customer loyalty is not an easy activity which could be increased through their social responsibility activities in short period. Therefore, long and continuous participation is to be required.