Do Corporate Social Responsibility (CSR) initiatives boost customer retention in the hotel industry? A moderation-mediation approach

ABSTRACT

This study investigates the direct and indirect associations between CSR and customer retention, with the mediating effect of C-C (Customer-Company) identification, company reputation, and customer satisfaction. A sample of 384 customers from the hotel industry was taken for the present study. The result found a significant mediating effect of the aforementioned variables to measure the impact of CSR activities on customer retention. The study also tested and confirmed moderated mediation effect of C-C identification between CSR and customer retention via company reputation. The study contributes to the existing literature on stakeholder theory, and highlights its association with social identity theory, social exchange theory, and signaling theory, with respect to CSR activities in the hospitality industry. Encouraging a holistic approach to strategic CSR in hotels, this study contributes a framework of stakeholder roles, emanating from stakeholder responsibility and stakeholder involvement in CSR in the hotel sector, that will be of interest to both academics and practitioners.

本研究探讨了CSR与顾客保留的直接和间接关系，并以C-C（顾客-公司）认同、公司声誉和顾客满意度为中介效应. 本研究以384位酒店业顾客为研究对象. 结果发现，上述变量在衡量CSR活动对顾客保留的影响时具有显著的中介作用. 本研究还验证了顾客-公司认同在顾客忠诚与顾客保留之间的中介作用. 本研究有助于现有的利益相关者理论文献，并强调其与社会认同理论、社会交换理论和信号传递理论在酒店业CSR活动中的关联. 本研究鼓励对酒店的CSR 战略采取一种整体性的方法，这项研究提供了一个利益相关者角色的框架，该框架源于利益相关者在酒店行业CSR中的责任和参与，这将引起学术界和从业人员的兴趣.

KEYWORDS:

• CSR
• company reputation
• customer-company identification
• customer satisfaction
• stakeholder approach

Notes

1. https://www.thehindu.com/opinion/open-page/the-guest-as-god-no-less/article26830512.ece

2. https://www.entrepreneur.com/article/324089

3. https://www.itchotels.in/content/dam/projects/hotelswebsite/itc-hotels/luxurycollection/Environment/ITC_GREEN.pdf https://www.ihcltata.com/responsibility/,http://leelaworldwide.com/csr.html#accordion16,https://www.thelalit.com/management/,https://www.ibef.org/download/Tourism-and-Hospitality-October-2019.pdf, https://www.moneycontrol.com/, https://www.trivago.in/, https://www.makemytrip.com/

4. https://processmacro.org/index.html

5. https://www.amchamindia.com/us-companies-partners-in-indias-inclusive-growth/pg-india/