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Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector

Ghaffar Abdul|Islam Tahir|Khan Mumtaz|Wang Ying|Mubarik Muhammad Shujaat|Ali Imtiaz Haider|Shahid Zubair Ali|Rehmani Mahmood|Sharma Anshuman
한국마케팅과학회 (Korean Scholars of Marketing Science)|2023.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제33권 제1호|pp. 107-132|DOI 10.1080/21639159.2022.2098157

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키워드

Corporate social responsibilitycorporate imagecustomer loyaltycore capabilitiessustained competitive advantage
주제분류경영학

초록

This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.

Abstract

This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.

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