CSR and customer loyalty: The roles of trust, customer identification

with the company and satisfaction

Ma2m0209林怡辰

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.

Research model and development of hypotheses

Consumer trustH1: Customer trust will positively influence on

customer loyalty. Customer identification with the

companyH2: C-C identification will positively influence on

customer loyalty. Customer satisfaction

H3: Customer satisfaction will positively influence on customer loyalty.

Influence of CSR associations on C-C identification, trust and satisfactionH4: CSR associations will have a positive direct effect on

C-C identification. CSR associations and customer

trustH5: CSR associations will positively influence on customer

trust. CSR associations and customer

satisfactionH6: CSR associations will positively influence on customer

satisfaction.

Research model and development of hypotheses

Identificationand satisfactionH7: C-C identification will positively influence on

customer satisfaction. Identification and trust

H8: Customer trust will positively influence on C-C identification.

Trust and satisfactionH9: Customer trust will positively influence on

customer satisfaction.

Research model and development of hypotheses

Conceptual Model

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

Methods

Measures 7-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.

Results

Results

>0.7

平均變異數萃取量

>0.5

適配指標

>0.9

>0.08

λ >0.5

Results鑑別效度分析

Results結構方程式模式

標準化係數

Testing for mediation

完全中介 部分中介

Structural model estimation

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.