The impact of corporate social responsibility on customer loyalty in hospitality business
Identifiers
Permanent link (URI): http://hdl.handle.net/10017/59247DOI: 10.1007/s11135-023-01749-x
ISSN: 0033-5177
Date
2023-08-16Bibliographic citation
Quality and Quantity, 2023, p. 1-19
Keywords
Corporate social responsibility
CSR
Customer loyalty
Customer experience
Customer satisfaction
Customer happiness
Customer trust
Hospitality
Document type
info:eu-repo/semantics/article
Version
info:eu-repo/semantics/publishedVersion
Rights
© los autores
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Access rights
info:eu-repo/semantics/openAccess
Abstract
This quantitative study addresses the Corporate Social Responsibility (CSR) concept and
strategies in the hotel industry. It explores a business"s sustainability and ethical impact on
the brand relationships with hotel guests. The present research aims to empirically evaluate the presence and degree of hotel"s CSR perception by customers and its influence on
customer loyalty in the hospitality business, both directly and indirectly. For the latter, this
study examines the impact of CSR on customer loyalty mediated by customer experience,
customer satisfaction, customer happiness and customer trust in the hotel brand. Research
data was collected using an online survey that scoped active users of travel-related social
media groups in a European country. This study has employed the PLS-SEM method
to analyse complex multivariate data from the completed online survey. The completed
research has determined the direct CSR and indirect effects on customer loyalty via customer satisfaction and customer happiness. Meanwhile, this study has not found evidence
of customer experience and customer trust influence on loyalty to the hotel brand as
mediators of CSR. The findings stemming from this study improve comprehension of
customer loyalty drivers in the hotel sector and build evidence for the benefits of CSR
concept implementation through management strategies for the hotel.
Files in this item
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impact_cuesta_Q&Q_2023.pdf | 1.250Mb |
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impact_cuesta_Q&Q_2023.pdf | 1.250Mb |
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