Examining the antecedents and effects of hotel corporate reputation on customers’ loyalty and citizenship behavior: an integrated framework

ABSTRACT

This study combined service quality (SQ), corporate social responsibility (CSR), satisfaction, and trust as antecedents of corporate reputation (CR) to examine how these constructs concurrently influence a hotel’s corporate reputation and subsequently customer loyalty and citizenship behavior using data collected in May 2021 on 222 US leisure travelers who stayed at mid- to upscale hotels over the previous two years. Using structural equation modeling (SEM), results revealed that while CSR positively influences a hotel’s CR both directly and indirectly (through satisfaction and trust), SQ only exerts an indirect influence (again through satisfaction and trust) on a hotel’s CR. Furthermore, CR has a positive influence not only on customer loyalty but also citizenship behavior. These results contribute to our understanding of the antecedents and consequences of hotel corporate reputation (CR), and help further demystify relationships among the tested variables, providing both theoretical and practical implications.

本研究將服務質量 (SQ)、企業社會責任 (CSR)、滿意度和信任作為企業聲譽 (CR) 的前因，使用在2021 年 5 月在過去兩年中入住中高檔酒店的 222 名美國休閒旅客。使用結構方程模型 (SEM)，結果顯示，雖然 CSR 直接和間接（通過滿意度和信任）對酒店的 CR 產生積極影響，但 SQ 僅對酒店的 CR 產生間接影響（再次通過滿意度和信任）。此外，CR不僅對客戶忠誠度有積極影響，而且對公民行為也有積極影響。這些結果有助於我們理解酒店企業聲譽 (CR) 的前因和後果，並有助於進一步揭開測試變量之間的關係的神秘面紗，提供理論和實踐意義。

KEYWORDS:

• Corporate reputation
• CSR
• service quality
• customers’ citizenship behavior
• PLS-SEM

Acknowledgments

This work was partially supported by the FCT ─ Portuguese Foundation for Science and Technology under the project UIDB/ 04020/2020.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Table A1. List of the constructs and their respective indicators

Table