How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit?

Abstract

ABSTRACT This study aims to investigate if the visitors’ perception of corporate social responsibility influences both hotel brand positioning and intention to revisit. Furthermore, it examines the indirect impact of corporate social responsibility on hotel brand positioning and intention to revisit through other major factors (identification, satisfaction, and loyalty). In total, 348 valid questionnaires were collected from customers reserved a hotel room in the UK within the last six months at the time of this investigation. Structural equation modelling was conducted to advance insight into the various influences and relationships. The results showed that there is a significant direct relationship between CSR with hotel brand positioning and indirect relationship between CSR and intention to revisit through identification, loyalty. However, surprisingly there are no relationships between CSR with satisfaction and satisfaction with loyalty. This study contributes to the existing literature on CSR in hotel management by investigating the impact of the customers’ perception of a hotel’s CSR on both hotel brand positioning and customers’ intention to revisit. Moreover, this study also contributes to hotel management literature by investigating the indirect impact of identification, satisfaction, and loyalty on the relationship between CSR with hotel brand positioning and intention to revisit.