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Impact of different types of corporate social responsibility on fit, attitude and behavior

Jookyung Kwon (Department of Hotel, Tourism, and Foodservice Management, Dongguk University-WISE Campus, Gyeongju, South Korea)
Amjad Shamim (Management and Humanities Department, Universiti Teknologi PETRONAS, Seri Iskandar, Malaysia, and)
Jiseon Ahn (School of Business, Hanyang University, Seoul, South Korea)

Journal of Global Responsibility

ISSN: 2041-2568

Article publication date: 1 August 2023




Despite the fact that fit positively influences customers’ attitudes toward companies, previous research reveals differing roles of fit in the domain of corporate social responsibility (CSR) based on criteria and degree. Because the impact of fit between customers and service companies in the domain of CSR remains unclear in the hospitality context, this study aims to examine the effects of different CSR types on customer–CSR fit, attitude and behavioral intentions in hospitality settings.


A total of 219 usable hotel customer responses were collected and analyzed using SmartPLS software.


Results show that companies’ demonstration of CSR toward social/nonsocial stakeholders is most effective for increasing perceived fit by customers, followed by CSR toward employees and toward customers. Also, this study identifies perceived fit as an indicator of customers’ positive attitudes and revisit intentions. This study enhances our understanding of relationships among three dimensions of CSR activities and customers’ responses.


This study provides guidelines with which hospitality companies can create sustainable growth by engaging the welfare of communities, employees and customers.



This work was supported in part by a grant funded by Hanyang University in the Republic of Korea (HY – 202200000003501).


Kwon, J., Shamim, A. and Ahn, J. (2023), "Impact of different types of corporate social responsibility on fit, attitude and behavior", Journal of Global Responsibility, Vol. ahead-of-print No. ahead-of-print.



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Copyright © 2023, Emerald Publishing Limited

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