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CSR in Hospitality Companies: Influence on Customer Loyalty through Trust, Identification, and Satisfaction

This paper presents a model examining the impact of Corporate Social Responsibility (CSR) on hotel customer loyalty, with trust, customer identification with the company, and satisfaction as mediating factors. It explores the direct and indirect effects among these constructs and proposes hypotheses related to consumer trust, customer identification, and satisfaction. The study also analyzes the influence of CSR associations on customer identification, trust, and satisfaction. Results indicate high validity and reliability, though the study acknowledges limitations such as the sample being limited to Spain and other potential antecedents of customer loyalty like perceived quality and value.

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CSR in Hospitality Companies: Influence on Customer Loyalty through Trust, Identification, and Satisfaction

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  1. CSR and customer loyalty: The roles of trust, customer identificationwith the company and satisfaction Ma2m0209 林怡辰

  2. Abstract Corporate social responsibility (CSR) has become a crucial construct in hospitality companies. This paper presents a model of influence of CSR on hotel customer loyalty including trust, customer identification with the company and satisfaction as mediators by showing the direct and indirect effects among these constructs.

  3. Research model and development of hypotheses • Consumer trust H1: Customer trust will positively influence on customer loyalty. • Customer identification with the company H2: C-C identification will positively influence on customer loyalty. • Customer satisfaction H3: Customer satisfaction will positively influence on customer loyalty.

  4. Research model and development of hypotheses • Influence of CSR associations on C-C identification, trust and satisfaction H4: CSR associations will have a positive direct effect on C-C identification. • CSR associations and customer trust H5: CSR associations will positively influence on customer trust. • CSR associations and customer satisfaction H6: CSR associations will positively influence on customer satisfaction.

  5. Research model and development of hypotheses • Identificationand satisfaction H7: C-C identification will positively influence on customer satisfaction. • Identification and trust H8: Customer trust will positively influence on C-C identification. • Trust and satisfaction H9: Customer trust will positively influence on customer satisfaction.

  6. Conceptual Model

  7. Methods • Data collection and sample • non-probability sampling (Trespalacios et al., 2005) • multistage sampling by quotas : • Sax and age • During the period April 4–25, 2011 • 400 questionnaires, 382 usable questionnaires were returned

  8. Methods • Measures • 7-point Likert scales • Beforethe main study, the questionnaire was assessed for content validityfrom two scholars and sixteen postgraduatestudents who specializes in hospitality and tourism.

  9. Results

  10. Results 平均變異數萃取量 >0.9 >0.08 適配指標 λ >0.5 >0.7 >0.5

  11. Results 鑑別效度分析

  12. Results 結構方程式模式 標準化係數

  13. Testing for mediation 完全中介 部分中介

  14. Structural model estimation

  15. Managerial implications • Although most of our hypotheses are supported, this study has a few limitations that present opportunities for further research. • Test sample only from Spain. • There are other antecedents of customer loyalty such as perceived quality, perceived value and complaint.

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