호텔기업의 공유가치창출(CSV) 경영에 따른 기업이미지, 신뢰도가 고객충성도에 미치는 영향에 관한 연구 (A Study on the Effect of the Customer Loyalty on Hotel Image and the Trust by Creating Shared Value in Hotel industry)

서지정보

· 발행기관 : 사단법인 한국비즈니스이벤트컨벤션학회
· 수록지 정보 : 이벤트컨벤션연구 / 18권 / 4호 / 209 ~ 230페이지
· 저자명 : 박영준, 홍성화

초록

Purpose –The Purpose of this study is to emphasize the importance of corporate economic value creation and creating shared value(CSV), and then is to examine the effect of the customer loyalty on hotel image and the trust by CSV in hotel industry.
Design, data, and methodology – To perform this study, total 320 questionnaire were distributed to customers who are aware of ‘Making Delicious Jeju’(the Shilla hotel's representative social contribution program), dated from April 5th to 19th, 2022. Excluding unworkable data, usable 297 responses were obtained for empirical analysis. Useful samples were analyzed in SPSS 25.0 for Window.
Result – The main consequences are as following: (1)CSV had a significant effect on the corporate images. (2) CSV had a significant effect on the corporate trust. (3) Corporate images had a significant effect on the customer loyalty. (4) Corporate trust had a significant effect on the customer loyalty. (5) Corporate image acts as a parameter in the effect of CSV on customer loyalty Conclusions – The results shows that in order to increase the customer loyalty, hotel companies should show that they share and solve the economic, social, and environmental problems of the local community.

영어초록

Purpose –The Purpose of this study is to emphasize the importance of corporate economic value creation and creating shared value(CSV), and then is to examine the effect of the customer loyalty on hotel image and the trust by CSV in hotel industry.
Design, data, and methodology – To perform this study, total 320 questionnaire were distributed to customers who are aware of ‘Making Delicious Jeju’(the Shilla hotel's representative social contribution program), dated from April 5th to 19th, 2022. Excluding unworkable data, usable 297 responses were obtained for empirical analysis. Useful samples were analyzed in SPSS 25.0 for Window.
Result – The main consequences are as following: (1)CSV had a significant effect on the corporate images. (2) CSV had a significant effect on the corporate trust. (3) Corporate images had a significant effect on the customer loyalty. (4) Corporate trust had a significant effect on the customer loyalty. (5) Corporate image acts as a parameter in the effect of CSV on customer loyalty Conclusions – The results shows that in order to increase the customer loyalty, hotel companies should show that they share and solve the economic, social, and environmental problems of the local community.

참고자료

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