국내 호텔기업의 사회적 책임관여도에 따른 공익연계마케팅이 호텔이미지와 고객행동의도에 미치는 영향에 관한 연구

A Study on Hotel s Cause-Related Marketing and Hotel Image and Customer Behavior Intention according to Social Responsibility Involvement

This study aims at examining customer response to the activities of Cause-Related Marketing(CRM), and the eect of CRM on hotel image and customer behavior intention and the role of social responsibility whether it plays a role of controlling CRM. Corporate social responsibility is a business strategy for enhancing the long-term competitiveness of a company. This concept has developed as a new business strategy to create competitive advantage through the sustainable growth of the company and economic profits. In particular, Cause-Related Marketing (CRM) has emerged as an eective method for forming positive image of corporate brand and promoting products. In this perspective, the study aimed at examining customer response to the activities of Cause-Related Marketing (CRM), and the eect of CRM on hotel image and customer behavior intention focusing on the role of social responsibility whether it plays a role of controlling CRM. To achieve the goal, the study carried out literature review and empirical analysis. Empirical subjects were customers who visited tive-star hotels in Seoul. To investigate customer responses, the study conducted a questionnaire survey. Frequency analysis, reliability analysis, contrmatory factor analysis (CFA), and structural equation modeling analysis were conducted by using SPSS 15.0 and Amos 7 version. rough these analyses, hypotheses were verited. Regarding findings of hypothesis testing, 3 (hypothesis 1 -hypothesis 3) of 4 hypotheses were adopted and hypothesis 4 was rejected. The study revealed that CRM of the hotel has a positive effect on hotel image in the result of hypothesis 1, while hotel image has a positive eect on customer behavior intention in the result of hypothesis 2. In addition, it was verited that the involvement of social responsibility has the cositiveeect in the relationship between CRM and hotel image in the hypothesis 3. However, it appeared that there would be no positive effect in the relationship between hotel image and customer behavior intention in the result of hypothesis 4. These research findings demonstrated that CRM of the hotel has a positive effect on improving hotel image, and has an effect on heightening management pernstrance by raking customers revisit or recommend hotels that pernstr CRM. e study indicated that activities of CRM are utilized aese research narketing tool. In addition, if hotels divide higher group and lower group in the involvement of social responsibility by grasping characteristics of customers who have taken an interest in social responsibility and implement concrete and detailed marketing, it will increase the revisit of hotel and boost word of mouth.