병원의 서비스가 고객의 행동의도에 미치는 영향 - 지각된 CSR활동의 조절적 역할을 중심으로 -

There have been conducted researches on how Corporate Social Responsibility (CSR) creates strategic value in the global market consistently. Preceding researches on CSR insist that CSR activities do not only have positive effects on corporate image and brand awareness, but also have high level of relativeness with the performance of a corporation. This study examines the influence of core and supplementary hospital services on revisits and recommendations. This study also indicates that the perceived level of CSR activity of a hospital has considerable effects on clients’ revisits and recommendations, and on their attitude toward a brand. The findings of the study are as follows: 1) the core services and the value-enhancing services provided by a hospital have positive effects on customers' attitude toward a brand and revisit and recommendation intention 2) The perceived level of CSR activity has positive effects on customers' revisit and recommendation intention 3) The effects of CSR activities of a hospital on customers' satisfaction, attitude toward the brand, and revisit and recommendation intention depend on whether information on the CSR activity was presented. Further consistency of CSR activities is required to be carried out since the perceived CSR activities of a hospital effects trust in and attitude toward a brand, and recommendation leads to positive evaluations in the long run such as profit increase.