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Although corporate social responsibility (CSR) is one of the essential marketing activities in the hotel industry, the effect of CSR perception on customer's revisit intention varies depending on mediators and contexts. Thus, this study aims to examine how hotel companies can effectively influence customers' patronage behaviors by leveraging overall customers' CSR perception, trust and commitment.

For this purpose, an online survey is conducted among hotel customers in the USA. Partial least squares–structural equation modeling is utilized to analyze the collected data.

The results show that customers' perception toward CSR does not have a direct effect on customers' revisit intention. Interestingly, the authors find that customers' perception influences their revisit intention only via increasing trust and commitment. Also, trust appears to be highly critical for positive behavioral outcomes than commitment.

The limitations of the current research are that the different types of CSR activities and customers' demographics were not compared.

Customers' revisit intention is created when hotel companies provide not only CSR initiatives but also customers' perceived connection with the hotel brand.

Tourism and hospitality companies have focused on CSR activities because CSR activities are influential strategies to attract customers who want meaningful, responsible and sustainable experiences. By applying the cognitive consistency theory, the results of this study indicate that hotel companies can successfully use CSR activities to develop customers' revisit intention by enhancing their relational value.

This study aims to ascertain the impact of customer perception of CSR activities (philanthropic, environmental and ethical) conducted on various consumer and corporate related dimensions including; customer loyalty, consumer attachment, corporate performance and repurchase intention. The study also adds value by taking customer perception of CSR as a mediator between green image and performance.

Structural equation modelling is used after using different (valid and reliable) instruments to measure latent constructs. The study has a sample size of 250 “CSR Consumers”, who had some knowledge and awareness of CSR and green image being advertised and or labelled by the company (such as printing “Recycled” or other eco-friendly images/labels on shopping bag, fliers, outlets, etc.) and are consumers/customers of such firms. The respondent’s awareness was measured by randomly asking them to recall organizations that might have eco-friendly policies.

The key findings of the study are that perceived fit of culture along with CSR capability radically influences CSR perception within consumer minds and so, subsequently, customer attachment and overall performance of the corporation. The outcomes bestow significant ramifications for marketing and advertising philosophy combined with practice.

Stakeholders exist in the form of consumers other than employees. So consumer satisfaction must be imparted its fair share of importance. Managers must make sure that initiatives for societal benefit are well accepted and well recognized by consumers in a positive array of light. Corporations enthusiastically involved in initiating CSR activities and forecast a positive income. The study guides managers into not falling in this misconception and by recognizing that the fact is that the company managers must only expect higher performance levels once their CSR is in synchronization with the firm’s culture.

A number of studies have been conducted about CSR practices in the Indian context for example (Khan and Atkinson, 1987; Krishna, 1992; Arora and Puranik, 2004; Sood and Arora, 2006; Mishra and Suar, 2010); however, there is dearth of research in its neighbouring country Pakistan about CSR practices and consumer perceptions. Therefore, this research aims to fill this gap by examining CSR practices in Pakistan which has similar historical and colonial roots with India. In doing so, this study ascertains the impact of CSR activities conducted on various consumer and corporate related dimensions that incorporate customer loyalty, consumer attachment and corporate performance.

The purpose of this paper is to examine how the perception of CSR influences different aspects of consumer behaviour, specifically focussing on the antecedents of perceived value, customer support and loyalty.

A total of 418 completed responses were obtained and provided the data to analyse and test the hypothesised research model. To test the hypotheses, structural equation modelling using PLS was employed.

Findings reveal that customer awareness of the current CSR initiatives to different stakeholder groups significantly influences their perceptions of what social initiatives are actually undertaken by firms for their economic, legal, ethical and philanthropic responsibility. In addition, customer views of what firms actually do in respect to social initiatives are significantly related to their level of CSR expectations. This indicates that the customers will always expect more from banks compared to what they actually do. Surprisingly, CSR perception is not directly related to customers’ loyalty, which contradicts the majority of previous studies indicating that CSR perception influences consumer behaviour.

This study provides an original contribution to the CSR body of knowledge, especially for developing countries where the awareness level is low. It also provides a deep understanding of the influence of CSR into consumer behaviour, as it investigates the influence of the full construct of CSR into customer loyalty. Finally, the study investigated the relationship between the perception and the expectation of CSR; this relationship has been neglected in previous studies, where either CSR perceptions or CSR expectations have been examined separately.

This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content.

The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study.

The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels.

CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media.

The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

Este estudio analiza el papel de las percepciones de RSC, la identificación cliente-empresa (CCI) y la confianza en el engagement del cliente (CE), prestando especial atención al efecto moderador de dos tipos de comunicación en redes sociales: Contenido Generado por la Empresa (FGC) y Contenido Generado por el Usuario (UGC).

Se emplean métodos mixtos: un experimento de un factor usando publicaciones de Twitter como estímulo con 227 huéspedes del hotel, cuyo modelo estructural se analizó con SmartPLS 3.2.7., y 3 entrevistas en profundidad con expertos de la industria hotelera.

Los resultados muestran que, cuando un cliente confía en el hotel y se identifica con sus valores corporativos, los tweets de RSC generan engagement. La comunicación de RSC emitida por usuarios refuerza el impacto de los tweets de RSC en la confianza del cliente más que los tweets publicados por hoteles. Los expertos de la industria hotelera aportan nociones para explicar estos resultados en diferentes tipos de hoteles.

La comunicación de RSC realizada a través de Twitter afecta las percepciones del cliente sobre las actividades de RSC del hotel y la confianza en el mismo, especialmente si proceden de una fuente externa a la empresa. Este resultado puede ser útil para gerentes de hoteles que no se benefician de la comunicación activa de RSC o la interactividad de las redes sociales.

Se valida el efecto moderador del UGC en la relación entre las percepciones de RSC y la confianza de los clientes, contribuyendo así a la investigación sobre la efectividad de las redes sociales. Se emplea un diseño mixto para incrementar la validez de los resultados.

Comunicación de RSC, Engagement del Consumidor, Fuente del mensaje, Contenido generado por la empresa, Contenido generado por el usuario, Twitter, Compromiso con el cliente

Trabajo de investigación

The purpose of this paper is to investigate the impact of customers’ perceptions of corporate social responsibility (CSR) on affective and continuance commitment. It analyses the moderation effect of relationship age on the CSR-commitment relationships in the banking industry of an emerging economy.

Partial least squares based structural equation modeling was used to test the proposed hypotheses in a sample of 360 respondents collected from the retail banking sector of Pakistan.

Customers’ CSR perceptions directly and positively influence affective and continuance commitment. The findings also confirm that relationship age is a positive moderator of the CSR-continuance commitment relationship, but does not influence the CSR-affective commitment relationship.

Marketers should use CSR activities to enhance customers’ commitment. Given the moderating role of relationship age, marketers should devise different strategies for new and long-term customers. The results clearly show that relationship age affects the CSR-continuance commitment relationship. Long-term banking customers will more likely be in a binding relationship when their banks do CSR activities and disseminate those activities to long-term customers. The study explicitly indicates that maintaining long-term customers’ base through CSR activities helps the marketers in achieving sustainable competitive advantage.

First, it is the pioneering study to empirically investigate the understudied relationship between CSR and continuance commitment. Second, it examines the moderation effect of relationship age on CSR-commitment relationships in the banking industry of an emerging economy.

This study aims to analyse a proposed model depicting the direct and indirect relationship between consumer perceptions of corporate social responsibility (CSR) and customer citizenship behaviour (CCB) in the banking industry.

In this study, data was collected from banking consumers in India. The final sample included 505 responses. The hypotheses were tested using structural equation modelling.

The findings suggest that consumer perceptions of CSR are positively related to consumer identification with the company and CCB. Also, the relationship between consumer perception of CSR and CCB is mediated through consumer–company identification. This suggests that CSR activities are positively related with the consumer identification with their company, which encourages CCB.

This study contributes empirically and theoretically to expand the limited knowledge about the cognitive link between CSR and consumer behaviour. This study provides new insights about the proposed relationships related to the effects of consumer perception of CSR on CCB.

This study aims to investigate employees’ perceptions of socially responsible financial services brands in Saudi Arabia. The study also identifies the motives and challenges for Islamic banks for higher involvement in social responsibility initiatives to enhance their brand values.

An inductive approach was used in this study to identify the motives and challenges related to corporate social responsibility (CSR) activities. The research design uses a qualitative approach where in-depth interviews were carried out among the employees in the financial services sector in Saudi Arabia.

Findings provide insights about how CSR initiatives for financial services brands in a developing and Islamic country are perceived. Results show that the focus of CSR activities is on the attribute of CSR, the magnitude of CSR and attitude towards CSR. Results show two main motives to engage in CSR activities, which are instrumental and ethical motives. The main challenges are related to the government, business, charitable organisations and customers and society.

Implications exist for how CSR is perceived in a new context and in the financial services industry. Understanding the current perception of CSR from a financial service brand perspective helps policymakers to develop appropriate platforms for financial service providers to become more socially involved.

The major contribution of this study lies in investigating the CSR perception among the key stakeholder (i.e. the employees) from a brand management perspective in the Saudi Arabian financial services sector. Further, this study shows the main motives and challenges, which local financial service brands face to become socially responsible. The categories of attributes, magnitude and attitudes can be used to enhance brand value in one of the economically advanced countries in the Arabic world, Saudi Arabia. In the first category “attribute”, the perception of socially responsible banks are highlighted, while the elements of CSR, including its dimensions, are emphasised in the second category “magnitude”. The third category “attitude” shows two themes, including stakeholders’ issues and business-related issues.

The purpose of this paper is twofold: to empirically analyse how customer corporate social responsibility (CSR) perceptions impact on the perceived service quality (PSQ)-loyalty relationship in the banking industry of Pakistan; and to evaluate the mediating role of customer trust in that model.

Based on a field survey of 408 customers of five different banks of Pakistan, the hypothesized model is tested through partial least squares based structural equation modelling.

The findings demonstrate that banking customers in Pakistan recognise CSR as a multidimensional construct that serves as a direct determinant of PSQ, trust, repurchase and word of mouth (WOM) intentions. PSQ also influences customer trust directly and positively and trust has a direct and positive impact on repurchase and WOM intentions. On the contrary, PSQ does not influence repurchase and WOM intentions directly. Its effect is mediated by customer trust.

Contrary to the previous mixed findings reported in the literature, this research confirms the explicit contribution of CSR towards customer perceptions and intentions in the context of the banking industry. The findings suggest that banking companies should take great care over preparing their CSR initiatives and include them in their marketing plans in order to improve customer loyalty intentions. In this way, CSR can enhance PSQ and customer trust, which are two key constructs in the loyalty model proposed in this paper.

The originality of the paper lies in the context in which the research was developed. The banking industry of Pakistan had not previously been extensively researched. The proposal for a comprehensive model that evaluates the role of customer trust is another key contribution of the paper. Previous research has not extensively studied the role of trust in loyalty models that evaluate CSR perceptions along with PSQ.

Many research findings depicted corporate social responsibility (CSR) as a strategic tool for influencing customer behavior, especially customer trust. Nevertheless, rare is research that considered a business ecosystem infested by a low level of cultural trust, political and economic problems, perceived corruption and low level of CSR awareness and engagement as obstacles that may prevent companies from influencing their customers’ behavior. Therefore, this study aims to evaluate whether CSR activities positively influence consumer/user trust toward companies operating within a low-cultural-trust context and also the consistency of empirical finds on CSR regardless of the cultural context.

The model of this study consisted of four variables: perceptions of CSR, customer trust, service quality and customer satisfaction. The target sample constituted respondents belonging to six different occupational categories namely health-care services, media services, law and public security, agriculture and earth sciences, training and education services and administrative sciences. This study used a quantitative approach based on a paper–pencil questionnaire to collect the data.

The results of this study indicated that perceptions of CSR correlated positively with service quality, customer satisfaction and customer trust. The results also indicated that perceptions of CSR, service quality and customer satisfaction are good predictors of customer trust.

This study is significant because it was conducted in a developing country (Haiti) that has long been struggling with political instability, systemic corruption, serious environmental damages and continuous economic crises and inequality along with a low level of CSR engagement and awareness.

The purpose of this paper is to examine the effect of incumbent employees’ corporate social responsibility (CSR) perceptions toward multiple stakeholders on their organizational citizenship behavior (OCB) within the context of the tourism and hospitality sector in Turkey. It also aims to examine the mediating role of job satisfaction in these relationships.

Data were collected from 215 white-collar employees working full-time in non-managerial positions of hotels and travel services in Istanbul and Antalya regions of Turkey, using a self-administrated questionnaire. The research hypotheses were tested using multiple regression analysis.

The result of the study showed that two of the four CSR dimensions, namely, CSR toward society and environment and government, had a significant and positive effect on OCB. On the other hand, CSR toward employee was the only variable among the four dimensions of CSR perception that had a significant and positive effect on employee job satisfaction. The finding of the mediation analysis unfortunately failed to support the mediation effect of job satisfaction on the relationship between CSR perceptions and OCB.

The study was limited to the Turkish tourism and hospitality sector. Thus, these findings may not be generalized to other sectors or countries. Future research should consider other sectors both in Turkey and other countries to extend the generalizability of the findings of this study.

This paper indicates that employees working in tourism and hospitality sector are highly concerned about their organizational, legal, societal and environmental social activities, which subsequently make them engage in extra role behaviors. Organizations are hereby advised that government law and regulation abiding, society and environmental social activities are very important in the effective functioning of the organizations and improving their service quality, which in turn can help increase their profits and long-term value creation.

Scholars in the area of CSR often explore the effect of a single dimension of CSR. Therefore, this paper contributes to the body of literature by examining the effect of employees’ CSR perceptions toward multiple stakeholders on employee behavior. Further, it is one of the few papers that highlights the positive effect of legal dimension of CSR on employee behavior within the context of the tourism and hospitality sector.