Uticaj korporativne društvene odgovornosti na lojalnost u hotelskom sektoru

Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study

PurposeThe purpose of the paper is to evaluate the essential role of corporate social responsibility (CSR) on SMEs' performance by exploring the mediating role of corporate image (CI), corporate reputation (CR) and customer loyalty (CL) between CSR and firm performance (FP) in the context of an emerging country.Design/methodology/approachBased on an extended literature review on CSR, CI, CR and CL studies, the authors evaluate the impact of these four constructs on SMEs' performance in an emerging market. The paper follows a quantitative approach. The study sample was composed of 482 responses covering top executives, managers and experts. The Smart PLS SEM version 3.3.2 was used to analyse the data of the small- and medium-sized enterprises (SMEs) of Vietnam in the year 2020–2021.FindingsThe authors' findings reveal significant and positive relationships amongst CSR, FP, CSR and CI, CSR and CR, CSR and CL, and most importantly, the findings add value to the current knowledge by exploring the mediating effect of CI, CR and CL between CSR and FP.Research limitations/implicationsThe study was conducted in Vietnam. As a result, the findings of the study might not be applicable for other countries, if the economic and environmental settings are different from that of Vietnam. Therefore, future research should consider for other countries, other regions. Second, due to the purpose and priority of the study, CI, CR, and CL was employed as mediators amongst the relationship between CSR and FP. Thus, future research should consider other mediators or moderators in such a relationship to see how CSR generates outcomes in the new associations.Practical implicationsThe study regarding the role of CSR in enhancing the performance of SMEs can motivate firm's chief executive officers (CEOs) to be proactive in getting involved and practising CSR in a consistent manner. Second, the above discussion draws a very important implication for the executive level, the management level of the enterprise, which enterprises should balance the interests of business, customers, other stakeholders, the environment and society in order to optimise CSR outcomes for improving competitiveness and developing sustainably. This implication is particularly important to the survival and development of SMEs in a challenging emerging economy.Social implicationsThe study widens the literature regarding relationship between CSR and SMEs' performance. Besides, the study supports stakeholder theory that explains why CSR positively affects firm's performance. The significant mediating roles of CI, CR and CL were positively confirmed in the study. Although previous studies determined that such roles are strategic source of competitive advantages of enterprises, however, how CSR involved in enhancing the roles has not been deeply explored and integrated. Third, the findings of the study support the resource-based view (RBV) and resource-based perspective that explains why firm should engage in CSR activities, and CI, CR and CL can enhance firm's performance by providing strategic source of competitive advantages that facilitate business to improve its performance in sustainable direction.Originality/valueTo the best of the authors' knowledge, the current literature on CSR and FP shows that, to date, there has been little empirical research on the mediating mechanism of CI, CR and CL in the link between CSR and FP for SMEs. The findings of the study may have great implications for entrepreneurs and top management with respect to the strategic perspectives to drive the businesses and to improve firm's performance in a sustainable direction in the context of emerging markets. In addition, the finding might be of great interest to – and motivate – SMEs' managers to engage with CSR actions where such businesses were or are situated during and after the coronavirus disease-2019 (COVID-19) pandemic. By that understanding, the Government might allow for innovative and groundbreaking policies or the reformation of old policies to leverage businesses to promote their strengths towards sustainable development in the new economic settings. The findings of the study may be a significant contribution to SMEs in Vietnam and in other emerging economies.

This study examines the relationship between corporate social responsibility (CSR) perceptions and customer loyalty in the banking sector while considering the mediating effects of customer satisfaction, corporate image, corporate reputation, service quality between CSR activities and customer loyalty. A self-administered survey was conducted on the banking customers in Pakistan. Based on 221 customers' data, the analysis was performed using the structural equation modeling (SEM) approach. The study results show that CSR positively influences customer loyalty in the banking sector, customer satisfaction, corporate image, and service quality affect the customer-business relationship. Notably, a new finding from the study highlights the importance of the mediating role of corporate image and service quality in enhancing the effect of CSR on customer satisfaction. The research findings provide valuable insights to banks in developing counties on developing a CSR strategy to strengthen customer loyalty.JEL Classification: M19, L21, M10, D22

PurposeThe purpose of this paper is to investigate the impact of customer satisfaction, service quality, the perceived value of services, corporate image and corporate reputation on customer loyalty and their relationship in the Turkish banking industry. Mediation effects of the perceived value and corporate image and reputation are also studied. Understanding the relationships between the determinants of customer loyalty toward the bank helps management to use corporate image and reputation more effectively in its strategy, thus enhancing the institution’s position in the minds of consumers.Design/methodology/approachA model is proposed to explore the relationships of service quality and customer satisfaction with a perceived value and their effect on transforming the corporate image and corporate reputation into the form of customer loyalty toward the bank. A survey is designed within this framework and SEM analysis is conducted in order to study the nature of relationships between variables of interest hypothesized to affect customer behavior and customer loyalty. Mediation tests for perceived value and corporate image and reputation are also conducted.FindingsThe findings of the survey indicate that corporate image and corporate reputation can be used as a common marketing benchmark to measure a bank’s performance. The results demonstrated that customers perceive quality and satisfaction effects loyalty through perceived value, image and reputation.Research limitations/implicationsThe study was conducted in Izmir, the third biggest city of Turkey. The sample is composed of regular customers, and the sample size is enough for the study but more studies are needed to generalize the results.Practical implicationsThe results provide information to bank managers to effectively assist them to offer appropriate customer service levels sustaining satisfaction, quality and value to the customers within the transactions.Originality/valueThe paper studies the determinants of customer loyalty in the Turkish banking industry and considers the effects of corporate image and corporate reputation as measured by customer satisfaction, service quality and perceived value, on customer loyalty toward banks in Turkey. This model is not studied in bank marketing in Turkey and also in the banking literature.

This research is motivated by a lack of knowledge about Corporate Social Responsibility (CSR) as well as a lack of Customer Service Quality and Loyalty towards Corporate Image. The purpose of this study is (1) to know and analyze the influence of Corporate Social Responsibility (CSR), (2) Service Quality, and (3) Customer Loyalty to the Corporate Image at Bank BNI Syariah Denpasar-Bali Branch Office. Data collection techniques using a questionnaire with a sample of 40 respondents. This study uses multiple linear analysis techniques with the help of SPSS. The results and this study indicate that the variables of Corporate Social Responsibility (CSR), Service Quality, Customer Loyalty have a positive and significant effect on the Corporate Image both partially and simultaneously. Variables of Corporate Social Responsibility (CSR), Service Quality, Customer Loyalty have an influence of 88.6% on Corporate Image.

PurposeIn an era marked by growing environmental concerns, businesses are increasingly recognizing the importance of Corporate Social Responsibility (CSR) in influencing customer behavior, particularly in the context of sustainability and green practices. This paper aims to examine the impact of Corporate Social Responsibility (CSR) on Customer Green Behavior (CGB) through the mediating role of corporate image, service quality, customer trust and customer satisfaction.Design/methodology/approachA convenient sampling technique was employed to collect the data sample. A total of 741 questionnaires were distributed across four different hotel sectors in China. By using Structural Equation Modeling, the results suggest that CSR significantly influences CGB. Moreover, corporate image, service quality, customer trust and customer satisfaction show a partial mediating effect in the relationship between CSR and CGB.FindingsThe study findings suggest that the hotel industry should invest in CSR initiatives to enhance CGB by conducting pro-environmental activities. This study emphasizes how important CSR initiatives are in encouraging customers to adopt eco-friendly behavior. Overall, the results of this study extend the understanding of CSR, CGB, corporate image, service quality, customer trust and customer satisfaction in the context of the hotel industry and offer theoretical and managerial implications for developing and developed economies.Originality/valueThe originality value of this research lies in its comprehensive examination of the mediating effects of corporate image, service quality, customer trust and customer satisfaction on the relationship between CSR and CGB in the hotel industry. Furthermore, the study’s focus on the specific context of China adds novel insights to the existing literature on CSR and CGB. Discussions, limitations and research suggestions for future study are also provided.

PurposeThis study aims to test a proposed model based on a combination of the relationship marketing and service quality dimensions as predictors of corporate image and customer loyalty via corporate reputation in the Takaful context. More importantly, this study compares the Takaful operators’ services with the perceived service quality and the relationship marketing from the Malaysian and Saudi Arabian customers’ viewpoint.Design/methodology/approachA survey-based study was conducted through a questionnaire, and the data was collected from Takaful customers (362 Saudi Arabian and 350 Malaysian customers) through an online survey. Structural equation modelling is used to test the proposed model. Besides, the perception of Takaful customers between Saudi Arabia and Malaysia is compared through a multi-group analysis.FindingsThe results from the Malaysian context reveal that positive perceptions of service quality PAKSERV dimensions (personalization, reliability and tangibility) and positive perceptions of relationship marketing dimensions (Islamic ethical behaviour and structural bonds) have a significant influence on the corporate image. Alternatively, in the Saudi Arabian context, results have shown that the positive perceptions of service quality PAKSERV dimensions (assurance and reliability) of service quality and the positive perceptions of the relationship marketing dimensions (Islamic ethical behaviour, structural bonds and financial bonds) have a significant influence on the corporate image. The differences in both countries’ results can also enhance the corporate image on corporate reputation, merely in Malaysia. By contrast, corporate reputation is deemed a significant predictor of customer loyalty, represented as valid for both contexts.Research limitations/implicationsThe proposed research model tested in Takaful Malaysian and Saudi Arabian can be replicated in other contexts – in terms of country and industry. Moreover, the current study reveals the crucial role of corporate image in forming corporate reputation. Future research could be focussed on the importance of other emotional or affective variables that may be involved in determining corporate reputation. Finally, future studies can be carried with another cultural perspective to have more diversified socio-economic implications.Practical implicationsIt is suggested that Takaful operators from both Malaysia and Saudi Arabia need to put maximum effort towards customer loyalty by bringing both the dimensions of service quality and the relationship marketing in compliance with the principles of Islamic business transaction. The findings of the specific dimensions of service quality and relationship marketing will contribute to customers’ perceptions of corporate image and reputation in the Takaful industry.Originality/valueThe present study tested a blended facet of customer’s overall experience through service quality (PAKSERV) and customer service provider connectivity (relationship marketing) to predict the corporate image of the highly growing financial marketplace (Takaful). Contextually, this study contributes to delineating the factors (corporate reputation) affecting customer loyalty rather than a customer satisfaction tradition. Significantly, Saudi Arabia and Malaysia were chosen for this study, as they are currently the two fast-growing markets for Islamic financial services, especially with regards to the Takaful products and offerings.

Corporate social responsibility and customer loyalty in intercity bus services

The purpose of this study was to test how potential customers’ perceptions of a hotel’s corporate social responsibility activities, service quality, and transparency affect relationship quality constructs such as trust, satisfaction, and customer loyalty. Our research design consisted of utilizing a convenience survey of 487American potential hotel customers. We then followed a two-step approach, projecting a measurement model and then analyzing a structural model to test the theoretical relationships between the constructs. The following findings within the context of U.S. hotels show: Corporate social responsibility and reputation had positive relationships with trust and satisfaction, while service quality had a direct effect on customer loyalty. In addition, transparency had a significant influence on customer trust. Customer trust had a significantly positive influence on customer loyalty. The influence of satisfaction on customer loyalty is mediated by trust. This research will contribute to scholarly and managerial debates.

This study aims to investigate the relationship between corporate image, service quality, customer satisfaction, behavioral intention, and customer loyalty at PT Indomarco Prismatama ( Indomaret ). The research utilizes a quantitative approach with a descriptive design, involving 155 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM). The findings indicate that corporate image positively and significantly influences customer satisfaction, which in turn influences behavioral intention and customer loyalty. Additionally, service quality is shown to positively impact both corporate image and customer satisfaction. Validity and reliability tests confirm that all variables in the model exhibit good quality. The study supports all proposed hypotheses and is consistent with previous research, highlighting the importance of corporate image, service quality, and customer satisfaction in influencing behavioral intention and customer loyalty. Managerial implications include the need to focus on enhancing service quality and strengthening corporate image to increase customer satisfaction and loyalty. Limitations of the study include the restricted sample scope to the Jabodetabek area and the use of online data collection methods. Future research is recommended to expand the sample scope and consider longitudinal approaches. Keywords: Corporate Image, Service Quality, Customer Satisfaction, Behavioral Intention, Customer Loyalty.

Theme parks is the leisure industry types of diversified services about provide recreation, entertainment, recreation and so on. When customers choose the theme park for leisure, corporate image is an important indicator. service quality is a competitive indicator reflecting customer evaluation. In addition, customer relationship has received considerable attention among business organizations. In other words, That three construction may have some effects on customer satisfaction and loyalty. Thus, The research objects in this study is based on theme parks' customers in Tourism Bureau Ministry of Transportation and Communications. And choose 250 person to specimen to use quota sampling method. Then use the structural equation model (SEM) to explore the theme park’s corporate image, service quality, relationship quality, and customer loyalty. According to the research results, corporate image of the theme park not only directly influenced customer loyalty, but also indirectly affected customer loyalty through service quality and relationship quality. While service quality had a positive influence on customer loyalty, it was also positively related to corporate image and relationship quality. In addition, relationship quality not only positively affected customer loyalty, but also had positive associations with corporate image and service quality. To create greater profits, the owner of the theme park should find ways to enhance corporate image, service quality, and relationship quality, and subsequently increase customer loyalty.

This paper examines the impacts of service performance, corporate image and corporate social responsibility on customer loyalty in the logistics service context. The research is based on structural equation modelling applied to empirical data with 235 responses. The study confirms the fundamental importance of service performance on buyer’s loyalty in logistics outsourcing relationships. It has a direct impact on loyalty as well as an indirect impact through corporate image. Corporate social responsibility, by contrast, only affects loyalty indirectly through corporate image. While statistically significant, the mediated impact of corporate social responsibility on loyalty is considerably weaker than is the impact of service performance. The impact of corporate image on loyalty is equally strong as the impact of service performance.

Corporate social responsibility (CSR) is a crucial element of business strategy that influences how companies are perceived both internally and externally. Its impact on an organizational performance and long-term feasibility extends beyond financial results to include factors such as customer loyalty, employee morale, and brand equity. Research examines the relationship between CSR practices and significant business outcomes, particularly focus on the significance of CSR initiatives in generating organizational success. Research identifies various aspects of CSR, including environmental stewardship, community engagement, sustainability practices, as well as social responsibility, and aims to determine how these practices impact the material and immaterial aspects of organizational performance. To test the connections between CSR initiatives, corporate image, and organizational performance, the research uses 320 valid responses through a primary survey and multiple regression, correlation, and mediation analysis. The findings indicate that a strong positive correlation between corporate image, organizational performance, and CSR initiatives. Particularly, Corporate image is significantly impacted by CSR practices, and improves overall organizational performance. The results also indicate that companies with well-developed CSR initiatives are tend to achieve more customer loyalty, improved financial outcomes, higher employee commitment, and a stronger brand positioning. Moreover, the research demonstrates that corporate image mediates the relationship between CSR and organizational outcomes, suggesting that CSR not only enhances a company's reputation but also generates tangible business benefits. These findings highlight that a dedication to social responsibility can provide company with a competitive edge in the marketplace and emphasize the importance of integrating CSR into business strategy. In conclusion, CSR serves a significant driver of long-term organizational success, beneficial to the business and its stakeholders, and a crucial component of sustainable business practices.

PurposeThis research focuses on the interconnections between corporate social responsibility (CSR), corporate image and various organizational outcomes, including financial performance, supply chain practices and economic results. The study aims to explore the mechanisms through which CSR initiatives shape corporate reputation and subsequently influence future financial performance. It examines the complex interplay among these factors and their cumulative effect on the sustainability and long-term success of organizations.Design/methodology/approachThe present investigation uses structural equation modeling with partial least squares techniques to examine the interrelationships and feedback mechanisms among the variables under scrutiny. Quantitative information was gathered through an extensive content analysis of annual reports from medium- to large-scale corporations operating in Indonesia, Malaysia and Singapore.FindingsThe investigation highlights the role of CSR in enhancing organizational reputation and facilitating positive financial outcomes. This demonstrates how the strategic implementation of CSR when integrated with core business processes and ethical supply chain management, can improve operational efficiency and strengthen brand loyalty. A significant gap in the existing literature pertains to the analysis of the interrelated effects of these aforementioned factors on organizational dynamics and performance indicators.Research limitations/implicationsGeographical Scope: The findings, based on companies in Indonesia, Malaysia and Singapore, may not apply to other regions with different contexts. Cross-Sectional Data: The study’s cross-sectional data captures a single point in time, limiting insights into how relationships evolve over time. Self-Reported Data: Survey data may be biased, with respondents potentially overstating CSR activities and impacts. Sector-Specific Variations: Sector-specific variations in CSR practices may not be fully captured, suggesting a need for sector-specific models in future research.Practical implicationsThis research provides a strategic framework for integrating CSR into core business operations, enhancing both operational efficiency and financial performance. Business leaders can make informed decisions about CSR investments, understanding their positive impact on corporate image and financial outcomes. Emphasizing ethical supply chain practices can lead to cost savings and improved supplier relationships. Policymakers can use these insights to develop supportive regulations and incentives, fostering sustainable business practices. Additionally, companies can better manage risks related to reputational damage, regulatory noncompliance and operational inefficiencies, promoting business resilience and gaining a competitive market advantage for long-term sustainability.Social implicationsThis research promotes corporate accountability and a culture of responsibility, enhancing community relations and trust. By encouraging eco-friendly measures, it contributes to environmental sustainability and resource conservation. Highlighting CSR activities aimed at social welfare can improve social equity and community well-being. Additionally, a positive corporate image fostered by CSR can lead to greater public support and customer loyalty. Overall, the research underscores the broader societal benefits of responsible business practices, demonstrating their potential to contribute to a cleaner environment, better community relations and improved social welfare.Originality/valueThis study investigates the interplay between CSR, organizational behavior, corporate image, supply chain management and financial performance, illuminating their collective impact on business operations and results. Using stakeholder theory and a resource-based view, the research highlights the crucial role of ethical supply chain practices in bolstering corporate reputation and financial outcomes, providing valuable insights for organizational leaders to align CSR initiatives with company objectives and foster sustainable and successful business practices.

隨著科技的迅速發展，全球化的進程，商業競爭的激烈程度眾所週知，企業為了應對更激烈的競爭態勢，採取多種手段各出奇招，力求聚集人氣，提升銷售額，以獲得更多的經濟效益。近年來，面對氣候變遷帶來的威脅，企業社會責任與永續發展已成為全球的公共議題，在市場上大家愈來愈強調企業社會責任，但是關於企業社會責任對消費者產生的影響卻所知有限。緣此，本研究將從消費者的角度來探討企業社會責任、企業聲譽、顧客滿意與忠誠度間之關聯性。 在確定研究動機、擬定研究方向及研究目的後，對國內外之相關文獻加以歸納整理，再根據其理論基礎建立本研究之架構與假說。本研究選擇統一超商7-11為履行社會責任行為之主體，採取問卷調查方式訪問消費者，以瞭解消費者對統一超商7-11，在社會責任表現上與相關問卷內容之看法，並針對回收的有效樣本334份資料，進行敘述性統計、因素分析、信度分析、相關分析及迴歸分析，最後根據實證之結果提出主要研究結論如下： 1. 企業社會責任對企業聲譽具有顯著正向影響。 2. 企業社會責任對顧客滿意度具有顯著正向影響。 3. 企業社會責任對顧客忠誠度具有顯著正向影響。 4. 企業聲譽對顧客滿意度具有顯著正向影響。 5. 顧客滿意對顧客忠誠度具有顯著正向影響。