Abstract
ABSTRACT This study aims examining the consequences of customers’ distrust toward luxury service providers (i.e. attitude, trust, and willingness to pay). The mediating role of attitude and trust is tested to understand customer behaviors in the luxury hotel context. The role of demographic characteristics on customers’ skepticism and CSR behavior is investigated. Thus, this research extends previous CSR studies by 1) examining the role of customers’ skepticism in the luxury service context, 2) identifying the mediating role of attitude and trust in the relationship between skepticism and its outcomes, and 3) highlighting the individual differences in relation to their CSR behavior.
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