THE INFLUENCES OF CORPORATE SOCIAL RESPONSIBILITY (CSR) ON ORGANIZATION VALUE OF HOTEL BUSINESS IN THAILAND

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ABSTRACT The aim of this study is to examine the influences among corporate social responsibility (CSR), employee awareness in CSR, competitive advantage orientation, social requirement responsibility, organization image, business network relationship, service loyalty, organization value, via executive support in CSR and social communication as moderators. The data are collected from hotel business. Statistic methods are test through descriptive statistic, correlation and multiple regression analysis. Consistent with our findings, the results exhibit that corporate social responsibility has positively relationship with corporate image, business network relationship, service loyalty and organization value. Social communication has positively relationship between accordance of CSR and organization image and business network relationships and social communication has positively relationship between support social activities and service loyalty. Social communication has positively relationship between support social activities, respect of stakeholder benefit, more practice of legal regulate and organization value. Organization Image, business network relationships and service loyalty has a positively relationship with organizational value, employee awareness in CSR has a positively relationship on accordance of CSR, support social activities and more practice of legal regulate, competitive advantage orientation has a positively relationship on respect of stakeholder benefit, social requirement responsibility has a positively relationship four elements of corporate social responsibility. The executive support in CSR has a positive influence on between competitive advantage orientation and accordance of CSR and the executive support in CSR has a positive influence on between social requirement responsibility and respect of stakeholder benefit. Keywords Corporate Social Responsibility: CSR; Accordance of CSR; Support Social Activities; Respect to Stakeholder Benefit; More Practice of Legal Regulate; Organization Image; Business Network Relationships; Service Loyalty; Organization Value; Social Communication; Employee Awareness in CSR; Competitive Advantage Orientation; Social Requirement Responsibility; Executive support in CSR