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

ABSTRACT

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.

KEYWORDS:

• Corporate sustainability
• corporate image
• customer satisfaction
• customer loyalty
• word of mouth

Disclosure statement

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