관광숙박업에서의 ESG 경영이 고객장기지향성과 고객시민행동에 미치는 영향관계 분석

Abstract

This study reviews, considering the characteristics of the hotel industry, the relationship between shared value creation, customer civic behavior, and customer long-term orientation was identified. First, it was analyzed to have a statistically significant positive (+) effect on the formation of positive customer citizenship behavior through the creation of shared values by hotel companies. Second, it was found that the long-term orientation of customers was enhanced through shared value creation activities of hotel companies. Finally, as a result of verifying the mediating effect of customer citizenship behavior between the shared value creation of hotel companies and long-term customer orientation, which is the core of this paper, it was found to have a partial mediating effect. This paper analyzed the relationship between shared value creation and long-term customer orientation in hotel companies, and presented customer citizenship behavior as a parameter in the relationship between shared value creation and customer long-term orientation. I was trying to build a model.