호텔기업의 사회적 책임, 서비스 가치, 고객만족, 애호도 간의 관계 연구: 특1급 호텔을 중심으로

Recently, as CSR activities have come into spotlight and customers begin to sensitively respond to CSR issues, various studies about CSR are carried out in various areas such as corporate study, marketing study, business ethics study, and business strategy study. 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.” 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, earned 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, but earned value has no significant influence on that. Third, among service values, factors of quality value and price value have significant influences on loyalty, but earned value has no significant influence on that.