What is it about?
This paper aims to investigate the effect of corporate social responsibility (CSR) on relationship quality (RQ) and customer citizenship behavior (CCB) by considering hotel reputation as a moderator in the hotel industry. The study sample was customers in hotels with the highest number of bookings in selected cities that have been most visited in Iran. PLS-SEM approach was adopted for analyzing data.
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Why is it important?
In the existing era that is also known as “The Age of Responsibility,” communities expect organizations to provide a complete account of their activities and their impacts on the environment. It is expected that corporations respect the goals inherent in the society and strive for this end. Thus, corporate social responsibility (CSR) is widely accepted as an entirely vital issue for organizations to achieve competitive advantage and sustainable development.
Perspectives
The results indicate that CSR in hotels improves the relationship quality with customers, and relationship quality has a positive effect on CCB. Moreover, the moderating role of hotel reputation in the relationship between relationship quality and CCB was verified. This study provides tourism practitioners and hotel managers with new insights and key points about establishing a better relationship with customers from CSR perspective and its relationship with CCB.
Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan
Read the Original
This page is a summary of: The Impact of Corporate Social Responsibility on Relationship Quality and Customer Citizenship Behavior: Hotel Reputation as a Moderator, Journal of Quality Assurance in Hospitality & Tourism, July 2021, Taylor & Francis,
DOI: 10.1080/1528008x.2021.1955238.
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