Effect of customers’ skepticism toward CSR practices on customers’ behavior in luxury service context

ABSTRACT

This study aims examining the consequences of customers’ distrust toward luxury service providers (i.e. attitude, trust, and willingness to pay). The mediating role of attitude and trust is tested to understand customer behaviors in the luxury hotel context. The role of demographic characteristics on customers’ skepticism and CSR behavior is investigated. Thus, this research extends previous CSR studies by 1) examining the role of customers’ skepticism in the luxury service context, 2) identifying the mediating role of attitude and trust in the relationship between skepticism and its outcomes, and 3) highlighting the individual differences in relation to their CSR behavior.

KEYWORDS:

• Customer skepticism
• luxury services
• luxury hotel brand
• brand attitude
• brand trust
• willingness to pay a premium

Disclosure statement

No potential conflict of interest was reported by the authors.

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.