호텔기업의 사회적 책임활동이 브랜드 동일시 및 소비자 시민행동에 미치는 영향

초록

The purposes of this study are to identify important CSR(economic, legal, ethical and philanthropic) in inducing customers` brand identification and to examine whether the brand identification facilitate consumer citizenship behaviors in the hotel industry. To achieve the purposes, a research model was proposed based on previous literature and the model was empirically tested. The survey was conducted to individuals who had stayed in 5-star hotels in Jeju and the data collected from 287 respondents were analyzed using SPSS and AMOS. The analysis results indicated legal responsibility, ethical responsibility, and Philanthropic responsibility among four CSR of hotel were significant factors in increasing consumers` brand identification perception. Also, hotel customers` brand identification had a significant impact on customer citizenship behavior. Based on these study results, important practical implication and academic implication were provided.

키워드