A Study of the Relationships among Hotel Corporate Social Responsibility, Service and Price Value, Customer Satisfaction, Customer Orientation, and Reuse Intention in Busan

Abstract

A hotel company’s CSR activity needs to be regarded as the top value not only for the realization of fair society but also for the improvements of the corporate image and the customers’ satisfaction. For these reasons, this study aims to explore “the relationship between H-CSR activity and the service⋅priec value and satisfaction perceived by customers” and “how service⋅priec value affects customers’ satisfaction, customer orientation and reuse intention.” The results revealed as follows. First, the factor of public or social dimension and legal order has a significant influence on service value and price value, but the factor of business success has no significant influence on them. Second, service value and price value have significant influences on customer satisfaction. Third, customer satisfaction have significant influences on customer orientation and reuse intention. In conclusion, these results can be understood that customers perceive the factor of ‘business success’ as what is far from CSR activity. It implies that not only companies’ internal efforts for their business success, but also their external CSR activities, such as ‘activities for public interest’ or ‘observation of legal order,’ are considerably important. The results also imply that hotel customers feel their satisfaction in terms of hotels’ service and price values. That is, rather than time and efforts to get satisfaction, direct factors such as service and price values more affect customer satisfaction; these customer orientation and reuse intention are also directly influenced by customer satisfaction.