CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction

Corporate social responsibility (CSR) has become a crucial construct in hospitality companies. One of the main reasons is due to the idea that CSR influence consumer loyalty. This paper presents a model of influence of CSR on hotel customer loyalty by simultaneously including trust, customer identif...

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Bibliographic Details
Published in:International journal of hospitality management 2013-12, Vol.35, p.89-99
Main Authors: Martínez, Patricia, Rodríguez del Bosque, Ignacio
Format: Article
Language:English
Subjects:
Corporate social responsibility
Customer identification
Customer loyalty
Customer satisfaction
Customer trust
Hospitality industry
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Summary:Corporate social responsibility (CSR) has become a crucial construct in hospitality companies. One of the main reasons is due to the idea that CSR influence consumer loyalty. This paper presents a model of influence of CSR on hotel customer loyalty by simultaneously including trust, customer identification with the company and satisfaction as mediators by showing the direct and indirect effects among these constructs. In the proposed model, loyalty is indirectly affected by perceived CSR, via the mediation of trust, identification and satisfaction. Empirical testing using a survey of Spanish hotel consumers confirms most of our hypothesized effects except the effect of customer trust on customer identification with the company. Finally, managerial implications and limitations of our findings are discussed.
ISSN:0278-4319
1873-4693
DOI:10.1016/j.ijhm.2013.05.009