Elevated emotions, elevated ideas: the CSR-employee creativity nexus in hospitality

Abstract

Purpose

The competitive nature of the hospitality industry necessitates continual adaptation and innovation. While standardization can stifle creativity, CSR has the potential to enhance employee extra-role behaviors, including creativity. The existing literature on the relationship between CSR and employee creativity is sparse, especially in developing countries, and tends to overlook the importance of emotions. This research was designed to investigate the relationship between CSR and employee creativity in the hospitality sector of an emerging economy, with a focus on the mediating effects of emotions like employee admiration and happiness and the moderating role of employees' altruistic values.

Design/methodology/approach

Data were collected from 428 hospitality employees using questionnaires. Analysis was conducted using the SMART-PLS software.

Findings

CSR has a notable influence on creativity. Emotions, specifically employee admiration and happiness, along with personal values, were found to play significant mediating and moderating roles in the CSR-employee creativity relationship.

Practical implications

The findings provide valuable insights for hospitality managers, suggesting that CSR initiatives can be leveraged to enhance competitive advantages by promoting employee creativity. The study underscores the importance of understanding the emotional and value-based dimensions of employees about CSR initiatives.

Originality/value

This research fills a critical gap in the literature, particularly in the context of emerging economies, by examining the emotional facets of the CSR-employee creativity relationship. The study’s emphasis on emotional mediators and altruistic values as moderators in the said relationship adds a unique dimension to the discourse, enriching the understanding of how CSR can influence hospitality employees' creative outcomes.

Citation

Ahmad, N., Han, H. and Kim, M. (2024), "Elevated emotions, elevated ideas: the CSR-employee creativity nexus in hospitality", Journal of Service Theory and Practice, Vol. 34 No. 6, pp. 891-914. https://doi.org/10.1108/JSTP-11-2023-0288