CSR and customer loyalty: The roles of trust, customer identication with the company and satisfaction
CSR and customer loyalty: The roles of trust, customer identicationwith the company and satisfactionMa2m02091AbstractCorporate social responsibility (CSR) has become a crucial construct in hospitality companies.
This paper presents a model of inuence of CSR on hotel customer loyalty including trust, customer identication with the company and satisfaction as mediators by showing the direct and indirect effects among these constructs. 2Research model and development of hypothesesConsumer trustH1: Customer trust will positively inuence on customer loyalty.Customer identication with the companyH2: C-C identication will positively inuence on customer loyalty.Customer satisfactionH3: Customer satisfaction will positively inuence on customer loyalty.
3Inuence of CSR associations on C-C identication, trust and satisfactionH4: CSR associations will have a positive direct effect on C-C identication.CSR associations and customer trustH5: CSR associations will positively inuence on customer trust.CSR associations and customer satisfactionH6: CSR associations will positively inuence on customer satisfaction.
Research model and development of hypotheses4Identicationand satisfactionH7: C-C identication will positively inuence on customer satisfaction.Identication and trustH8: Customer trust will positively inuence on C-C identication.Trust and satisfactionH9: Customer trust will positively inuence on customer satisfaction.
Research model and development of hypotheses5Conceptual Model
6MethodsData collection and samplenon-probability sampling (Trespalacios et al., 2005)multistage sampling by quotas :Sax and ageDuring the period April 425, 2011400 questionnaires, 382 usable questionnaires were returned7MethodsMeasures7-point Likert scales
Before the main study, the questionnaire was assessed for content validity from two scholars and sixteen postgraduate students who specializes in hospitality and tourism.
12Testing for mediation
13Structural model estimation
Managerial implicationsAlthough 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.