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Explaining Consumer Behavior in the Hospitality Industry: CSR Associations and Corporate Image
Abstract
The aim of this chapter is to explore how Corporate Social Responsibility (CSR) associations and corporate image influence customers´ behavior. Specifically, a model is proposed in which CSR and corporate image positively condition customer loyalty. It also proposes that the company´ social responsible initiatives influence customer satisfaction. In order to test this model structural equation modelling is employed on a sample of 382 Spanish hotel customers. This study finds that both corporate image and customer satisfaction contribute to achieve customer loyalty, also proving the roles of corporate image as a mediating variable. Additionally, our results show that CSR influences customer satisfaction. Finally, although we did not corroborate that CSR associations increase customer loyalty CSR associations have an indirect effect on loyalty through corporate image. As the results of studies concerning loyalty will depend on the services or products examined other business areas should be considered to find out about the generalization of these results. Second, other relevant variables could be included in further research.
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