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Publication date: 16 February 2021

Li Ding and Caifen Jiang

This study aims to (1) examine the effect of customer awareness of restaurant philanthropic activities on customer loyalty; (2) investigate the mediating roles of customer social…

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Abstract

Purpose

This study aims to (1) examine the effect of customer awareness of restaurant philanthropic activities on customer loyalty; (2) investigate the mediating roles of customer social benevolence trust, perceived restaurant reputation and affective commitment on the relationship between their awareness of restaurant philanthropic activities and customer loyalty; and (3) test the path effect differences between the directed and general philanthropic activities during the COVID-19 pandemic period.

Design/methodology/approach

This study used online scenario-based surveys to collect data. Based on 293 useable surveys, partial least squares structural equation modeling was applied for data analysis.

Findings

This study finds that customer awareness of restaurant philanthropic activities positively relates to customer loyalty. Moreover, customer social benevolence trust, perceived restaurant reputation and affective commitment have positive mediating effects on the relationship between their awareness of restaurant philanthropic activities and customer loyalty. There is no significant path effect difference between the directed and general philanthropic activities.

Practical implications

This study suggests that restaurant decision-makers should conduct either directed or general philanthropic activities as a marketing tool to sustain customers during the COVID-19 recovery.

Originality/value

This study is the first study that discusses the marketing role of corporate philanthropy in the restaurant industry during the COVID-19 pandemic and stresses the importance of proactive strategic donations that helps restaurants' recovery.

Details

International Hospitality Review, vol. 35 no. 2
Type: Research Article
ISSN: 2516-8142

Keywords

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Only Open Access

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