earticle

영어

Recently, as CSR activities have come into the spotlight and customers have begun to sensitively respond to CSR issues, various studies about CSR have also been carried out in various areas such as corporate study, marketing study, business ethics study, and business strategy study. In this context, 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.” 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. Second, quality value and price value have significant influences on customer satisfaction. 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 have more effects on customer satisfaction.