A Mediating Effect of Job Attitudes on the Relationship between Corporate Social Responsibility and Service Innovation among Hotel Industry in Beijing

Abstract

This paper investigates the mediating role of job attitudes in the relationship between corporate social responsibility (CSR) and service innovation within the hotel industry in Beijing, China. Drawing upon Social Exchange Theory and previous research on CSR, job attitudes, and innovation, the study aims to explore how CSR initiatives influence employees' job attitudes, such as job satisfaction, organizational commitment, and perceived organizational support, and subsequently impact service innovation outcomes. The research employs a mixed-method approach, combining quantitative surveys and qualitative interviews with hotel employees and managers to gather comprehensive insights into the underlying mechanisms driving the relationship between CSR, job attitudes, and service innovation. Quantitative data analysis will involve structural equation modeling to examine the direct and indirect effects of CSR on service innovation through job attitudes. Qualitative analysis will provide deeper contextual understanding and identify specific mechanisms and factors influencing the mediation process. The findings of this study are expected to contribute to both theoretical understanding and practical implications for hotel managers and policymakers seeking to leverage CSR initiatives to foster a culture of innovation and enhance competitiveness in the dynamic hospitality industry in Beijing, China.