The influence of CSR on perceived value, social media and loyalty in the hotel industry

Abstract

Purpose This study aims to examine how perceptions of corporate social responsibility (CSR) activities (i.e. environment, society and stakeholders) enhance perceived value, social media engagement to win customer loyalty in the hotel industry. In addition, it investigates the mediating effects of customer perceived value and social media engagement between CSR activities and customer loyalty. Design/methodology/approach A self-administered survey was conducted on customers in Malaysia. Based on the data collected from 389 customers, the analysis used the structural equation modelling (SEM) approach. The validity and reliability of the measurements were confirmed before the hypotheses of the study have been tested. Findings The results revealed that CSR related to the environment has significant direct and indirect impacts on customer loyalty. In addition, the effect of perceived value and social media engagement on customer loyalty has been supported. The results also demonstrated the mediating role of perceived value and social media engagement between CSR activities and customer loyalty. Research limitations/implications This study advances the understanding of the impact of CSR activities, perceived value and social media engagement on customer loyalty in the hotel industry. Hoteliers can gain benefits by understanding how specific CSR activities can enhance customer perceived value and social media engagement value, thus leads to customer loyalty. Originality/value This study investigates the association between CSR activities, perceived value, social media engagement and customer loyalty, which has been lacking a full investigation in the hospitality literature.

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

“…Therefore, it is likely to expect that CSR-S has a positive effect on consumer loyalty. This argument is also well supported by the previous researchers [10,19,69]. Hence the following hypothesis is proposed: Hypothesis (H2).…”

Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis

“…The customers and the company interactively communicate with each other through social media [ 43 ]. This interactive atmosphere of social media plays a key role to build customer confidence for a specific brand, which in turn is translated into increased customers’ loyalty [ 44 ]. Different researchers hold the same argument in the context of the banking sector that CSR activities of a bank may induce customer loyalty.…”

Sustainable Tourism Recommendations: Systematic Literature Review

“…Eropa [24], [25], [20], [18] Asia [27], [30], [34], [19] Middle east [17] Asia pacific [32] Afrika [28], [31] Research methodology Quantitative [27], [30], [28], [34], [20], [17], [18], [32], [19] Qualitative [24], [18], [19] Literature review [31], [33] conceptual paper [25], [23], [26] Name of Journal Journal of tourism futures [27], [24], [25], [33], [17], [18], [32] Journal Asia Pacific journal of innovation [30] Journal International hospitality review [28], [31] Journal social responsibility [23] Journal of humanities and applied social science [26] Journal of marketing [34], [20] Journal of Asian Business and Economic studies [19]…”

“…Findings 8 [34] The environtmental CSR activities to keep and to mantain long-term relationship with customers. The CSR activities that related to the invirontment includes categories such as pollution prevention, green production/services and energy conservation.…”