호텔기업의 공유가치창출(CSV)이 혁신행동에 미치는 영향 관계 분석 조직신뢰의 매개효과를 중심으로

A Study on the Impact of CSV on Innovative Behavior in Hotel Companies: Focusing on the mediating effect of organizational trust

In this study, considering the characteristics of the hotel industry, we analyzed the relationship between CSV (creating shared value) and organizational trust of employees working at 4-star or higher hotels in the Daegu and Gyeongbuk regions, and proposed innovative behavior as a mediating variable in the relationship between CSV (creating shared value) and organizational trust, and attempted to establish an efficient customer service model that hotel companies want to provide. First, it was analyzed that CSV (creating shared value) of hotel companies had a statistically significant positive effect on increasing positive trust. Second, it was found that CSV (creating shared value) activities of hotel companies increased employees’ innovative behavior. Lastly, as a result of verifying the mediating effect of innovative behavior in the relationship between CSV (creating shared value) of hotel companies and organizational trust, which is the core of this paper, it was found that it had a partial mediating effect. This means that in operating a hotel, the job satisfaction of internal employees can be increased and trust in the organization can be improved through economic and social value activities, and the importance of innovative behavior as a mediator has been proven.