The Relationships of Corporate Sustainability, Customer Loyalty, and Word of Mouth: The Mediating Role of Corporate Image and Customer Satisfaction

The present study investigates the mediating role of corporate image and customer satisfaction between sustainability and loyalty. This study also examines the link between customer loyalty and word of mouth. A total of 210 guests from four- and five-star hotels in Bangladesh participated in the que...

Full description

Saved in:
Bibliographic Details
Published in:Journal of quality assurance in hospitality & tourism 2024-05, Vol.25 (3), p.421-441
Main Authors: Karim, Rashed Al, Rabiul, Md Karim
Format: Article
Language:English
Subjects:
corporate image
Corporate sustainability
customer loyalty
customer satisfaction
word of mouth
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The present study investigates the mediating role of corporate image and customer satisfaction between sustainability and loyalty. This study also examines the link between customer loyalty and word of mouth. A total of 210 guests from four- and five-star hotels in Bangladesh participated in the questionnaire survey. Economic, social, and environmental sustainability positively impact company image, customer satisfaction, and customer loyalty. Customer loyalty has a positive association with word of mouth. Corporate image partially mediates the relationship between the three aspects of sustainability and customer loyalty, while customer satisfaction only mediates the relationship between social sustainability and customer loyalty. The study's findings contribute to the literature on corporate sustainability, corporate image, customer satisfaction, customer loyalty, and word of mouth by investigating the mediating effect of corporate image and customer satisfaction between hotel sustainability and customer loyalty relation.
ISSN:1528-008X
1528-0098
DOI:10.1080/1528008X.2022.2135054