Post on 17-Jan-2016
CSR and customer loyalty: The roles of trust, customer identification
with the company and satisfaction
Ma2m0209林怡辰
Abstract Corporate social responsibility (CSR) has
become a crucial construct in hospitality companies.
This paper presents a model of influence of CSR on hotel customer loyalty including trust, customer identification with the company and satisfaction as mediators by showing the direct and indirect effects among these constructs.
Research model and development of hypotheses
Consumer trustH1: Customer trust will positively influence on
customer loyalty. Customer identification with the
companyH2: C-C identification will positively influence on
customer loyalty. Customer satisfaction
H3: Customer satisfaction will positively influence on customer loyalty.
Influence of CSR associations on C-C identification, trust and satisfactionH4: CSR associations will have a positive direct effect on
C-C identification. CSR associations and customer
trustH5: CSR associations will positively influence on customer
trust. CSR associations and customer
satisfactionH6: CSR associations will positively influence on customer
satisfaction.
Research model and development of hypotheses
Identificationand satisfactionH7: C-C identification will positively influence on
customer satisfaction. Identification and trust
H8: Customer trust will positively influence on C-C identification.
Trust and satisfactionH9: Customer trust will positively influence on
customer satisfaction.
Research model and development of hypotheses
Conceptual Model
Methods
Data collection and sample non-probability sampling (Trespalacios et
al., 2005) multistage sampling by quotas :
Sax and age During the period April 4–25, 2011 400 questionnaires, 382 usable
questionnaires were returned
Methods
Measures 7-point Likert scales
Before the main study, the questionnaire was assessed for content validity from two scholars and sixteen postgraduate students who specializes in hospitality and tourism.
Results
Results
>0.7
平均變異數萃取量
>0.5
適配指標
>0.9
>0.08
λ >0.5
Results鑑別效度分析
Results結構方程式模式
標準化係數
Testing for mediation
完全中介 部分中介
Structural model estimation
Managerial implications
Although most of our hypotheses are supported, this study has a few limitations that present opportunities for further research. Test sample only from Spain. There are other antecedents of
customer loyalty such as perceived quality, perceived value and complaint.