近年來旅館對推行企業社會責任的關注度日益提高，已開始或投入各種不同的企業社會責任，但顧客是否能夠確實感受旅館實行的企業社會責任，並參與其中，尤其顧客參與是行銷與未來市場競爭力的關鍵，因此希望了解旅館在推行不同的企業社會責任活動能提升顧客的價值和參與為本研究動機。本研究目的旨為瞭解旅館在推行不同層面的企業社會責任活動對顧客知覺價值的影響，及瞭解不同的知覺價值層面對不同顧客參與程度和再購意願的影響。本研究以曾到有推行企業社會責任台灣國際觀光旅館消費的顧客為研究對象，發放紙本問卷，共計回收有效問卷389份。
研究結果驗證旅館的企業社會責任正向影響知覺價值，知覺價值正向影響顧客參與，旅館實施不同方面的活動會讓顧客產生不一樣的知覺價值，而產生不同的價值會對顧客後續的參與行為也有不同的影響，知覺價值及顧客參與分別正向影響再購意願。本研究提供企業社會責任的學術討論與實務建議。
In recent years, hotels have paid increasing attention to the promotion of corporate social responsibility and have started or involved in various corporate social responsibilities. However, whether customers really can perceive the corporate social responsibilities of hotels and participate in it. Customer Participation is the key to marketing success and future market competitiveness. Therefore, it is important to understand that hotels influence customer participation in the implementation of numerous corporate social responsibility activities. The purpose of this study is to understand the impact of hotel in implementing CSR at different activities on perceived value of customers and to understand the impact of different perceived value on the customer participation and repurchase intention. In this study, 389 valid questionnaires were collected from the customers who had consumed the International Tourist Hotel in Taiwan.
The results of the study confirmed that the hotel’s corporate social responsibility activities have significantly positive effects on perceived value and different values can have different effects on customer participation. Perceived value and customer participation has significantly positive effect on repurchase intention, respectively. This study provides academic and practical implications.
