The Impact Of Shared Value Creation On Corporate Image, Innovation Behaviour And Organisational Performance: Focusing On Hotel Companies

This study aims to examine the relationship between the creating shared value of hotel companies and the corporate image and the innovation behavior and corporate performance due to the recent expansion of corporate social roles. For the analysis, a survey was conducted on employees of hotel companies, and 217 of the 250 collected data were used for the final analysis, excluding 33 unfaithful data. For empirical analysis, SPSS v.23 and AMOS v.23 statistical programs were used. The results of this study are as follows. First, hypothesis 1 was supported on the effect of hotel companies’ CSV activities on corporate image. Second, hypothesis 2 was supported on the effect of hotel companies’ CSV activities on the innovative behavior of organizational members. Third, hypothesis 3 on the effect of hotel companies’ CSV activities on corporate performance was supported. Fourth, hypothesis 4 and hypothesis 5 were also supported as the effect of corporate image on member innovation behavior and corporate performance were found to have a statistically significant effect. Finally, hypothesis 6 was also supported as the effect of members’ innovation behavior on corporate performance was found to have a statistically significant effect. Summarizing the above results, it can be seen that the CSV activities of hotel companies are factors that improve the corporate image and corporate performance and promote innovation behavior of organizational members. In addition, the corporate image can be seen as a prerequisite for improving the innovation behavior and corporate performance of organizational members and the innovation behavior of organizational members can increase corporate performance.