호텔 종사원이 지각하는 사회책임경영(CSRM)이 호텔 이미지와 조직 몰입에 미치는 영향 - 서울 소재 5성 관광호텔 종사원을 중심으로 -
The effect of Corporate Social Responsibility Management on Hotel Image and Organizational Commitment by Hotel Employee Perceptual: Focusing on the Employee of Deluxe Hotel in Seoul
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The consumption pattern of customers, which was formerly rational-centered, has also evolved into value consumption that appreciates activities that fulfill their social responsibility obligations. This shift is due to growing interests in changes of environment and market, and consumption values. Hotel enterprises are also aware of the importance of social responsibility activities to create new customers. The purpose of this study is to analyze how social responsibility management, which is a non-financial element, affects hotel image and employee organizational commitment. The research results are as follows. First, as a result of analyzing the correlation between the hotel’s social responsibility management and the hotel’s image, it was found that the hotel’s social responsibility management had a positive effect on the hotel’s image. Second, as a result of analyzing the influence between the hotel’s image and the hotel employee's organizational commitment, it was found that the hotel’s image influences the hotel employee's organizational commitment. Third, as a result of analyzing the impact between social responsibility management and hotel employees' organizational commitment, it was found that employees' direct participation in the hotel’s social responsibility management had a positive effect on improving their organizational commitment. This study provides the following strategic implications. First, a company's CSRM should consider the features of its target customers. Second, when implementing various CSRM tactics, a segmentation strategy should be used to promote potential consumers. These potential customers who are enticed by CSRM will not only aid sales increase but will also provide an effective breakthrough in human resource management.
Abstract
The consumption pattern of customers, which was formerly rational-centered, has also evolved into value consumption that appreciates activities that fulfill their social responsibility obligations. This shift is due to growing interests in changes of environment and market, and consumption values. Hotel enterprises are also aware of the importance of social responsibility activities to create new customers. The purpose of this study is to analyze how social responsibility management, which is a non-financial element, affects hotel image and employee organizational commitment. The research results are as follows. First, as a result of analyzing the correlation between the hotel’s social responsibility management and the hotel’s image, it was found that the hotel’s social responsibility management had a positive effect on the hotel’s image. Second, as a result of analyzing the influence between the hotel’s image and the hotel employee's organizational commitment, it was found that the hotel’s image influences the hotel employee's organizational commitment. Third, as a result of analyzing the impact between social responsibility management and hotel employees' organizational commitment, it was found that employees' direct participation in the hotel’s social responsibility management had a positive effect on improving their organizational commitment. This study provides the following strategic implications. First, a company's CSRM should consider the features of its target customers. Second, when implementing various CSRM tactics, a segmentation strategy should be used to promote potential consumers. These potential customers who are enticed by CSRM will not only aid sales increase but will also provide an effective breakthrough in human resource management.
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