INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY WITH REGARD TO THE ROLE OF CUSTOMER TRUST AND SATISFACTION AS MEDIATORS

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SAEIDA ARDAKANI SAEID

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Journal: Tourism Management Studies Year:2016 | Volume:11 | Issue:33 Page(s): 63-83

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Title

INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY WITH REGARD TO THE ROLE OF CUSTOMER TRUST AND SATISFACTION AS MEDIATORS

Author(s)

SAEIDA ARDAKANI SAEID | | Issue Writer Certificate

Keywords

CORPORATE SOCIAL RESPONSIBILITYQ2

CUSTOMER TRUSTQ2

CUSTOMER SATISFACTIONQ2

CUSTOMER LOYALTYQ2

Abstract

With its ever-increasing significance, CORPORATE SOCIAL RESPONSIBILITY is becoming a main topic in hotel industry. A reason is that CORPORATE SOCIAL RESPONSIBILITY affects CUSTOMER LOYALTY. Hence, corresponding allocation of resources is not regarded as a cost here, rather, it is an investment towards improved status of competitive advantages. The present paper aims to investigate the influence of CORPORATE SOCIAL RESPONSIBILITY on CUSTOMER LOYALTY with regard to the roles of CUSTOMER TRUST and satisfaction as mediators. A Questionnaire was used to gather the data. For this purpose, 106 questionnaires were distributed among costumers of 3-star and 4-star hotels in Yazd. Content validity, convergent and divergent validity, and reliability of the questionnaire were approved by experts’ comments, PLS method, Cronbach’s Alpha and composite reliability, respectively. The survey is descriptive in terms of purpose and the method is metrical. Data were analyzed by PLS and SPSS using a Partial-Least-Squares modeling of structural equations. Results showed that CORPORATE SOCIAL RESPONSIBILITY has significant and positive influences on CUSTOMER TRUST and satisfaction. CUSTOMER TRUST has significant and positive influences on CUSTOMER SATISFACTION and loyalty, and CUSTOMER SATISFACTION has a significant and positive influences on CUSTOMER LOYALTY.

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APA: Copy

SAEIDA ARDAKANI, SAEID. (2016). INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY WITH REGARD TO THE ROLE OF CUSTOMER TRUST AND SATISFACTION AS MEDIATORS. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), 11(33), 63-83. SID. https://sid.ir/paper/202620/en

Vancouver: Copy

SAEIDA ARDAKANI SAEID. INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY WITH REGARD TO THE ROLE OF CUSTOMER TRUST AND SATISFACTION AS MEDIATORS. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES)[Internet]. 2016;11(33):63-83. Available from: https://sid.ir/paper/202620/en

IEEE: Copy

SAEID SAEIDA ARDAKANI, “INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY WITH REGARD TO THE ROLE OF CUSTOMER TRUST AND SATISFACTION AS MEDIATORS,” TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), vol. 11, no. 33, pp. 63–83, 2016, [Online]. Available: https://sid.ir/paper/202620/en

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