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호텔기업의 사회적 책임활동이 관계지속의도에 미치는 영향 - 호혜성 지각의 조절효과 -

The Effect of Corporate Social Responsibility Activities on Intent to Relationship Continuity in Hotel Customers - Focused on the Moderating effect of Perceived Reciprocity -

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한국관광산업학회 (Korean Tourism Industry Research Association)|2011.12|Tourism Research|제33호|pp. 63-81|DOI http://dx.doi.org/

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키워드

Corporate Social Responsibility ActivitiesIntent to Relationship ContinuityPerceived Reciprocity
주제분류관광학

초록

With the recognition of the importance of relationship marketing which intends to satisfy needs of consumers to have a long-term relationship with them and improve corporate performance, various researches and discussions about relationship marketing is conducted actively in the academic. In order to increase long-term relationship continuity intention of customers, company enforced corporate social responsibility activities. This study have two purposes. The first is to examine the relationship between corporate social responsibility activities (i.e., economic, ethical, philanthropic) and intent to relationship continuity. The second is to examine the moderating effect of the perceived reciprocity on the relationship between corporate social responsibility activities and intent to relationship continuity. As results of the analysis, the corporate social responsibility activities have a positive effect on intent to relationship continuity. Second, regarding the moderating effect of perceived reciprocity on the corporate social responsibility activities and intent to relationship continuity, perceived reciprocity have shown a partial moderating effect.

Abstract

With the recognition of the importance of relationship marketing which intends to satisfy needs of consumers to have a long-term relationship with them and improve corporate performance, various researches and discussions about relationship marketing is conducted actively in the academic. In order to increase long-term relationship continuity intention of customers, company enforced corporate social responsibility activities. This study have two purposes. The first is to examine the relationship between corporate social responsibility activities (i.e., economic, ethical, philanthropic) and intent to relationship continuity. The second is to examine the moderating effect of the perceived reciprocity on the relationship between corporate social responsibility activities and intent to relationship continuity. As results of the analysis, the corporate social responsibility activities have a positive effect on intent to relationship continuity. Second, regarding the moderating effect of perceived reciprocity on the corporate social responsibility activities and intent to relationship continuity, perceived reciprocity have shown a partial moderating effect.

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