Customer Relationship Enhancements from Corporate Social Responsibility Activities Within the Hospitality Sector: Empirical Research from Vietnam

Le Mong Diem Hang () and David L. Ferguson ()
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Le Mong Diem Hang: Assumption University (ABAC)
David L. Ferguson: Cranfield University

Corporate Reputation Review, 2016, vol. 19, issue 3, No 4, 244-262

Abstract: Abstract Along with their reputational properties, customer bonding relationships can serve to enhance the future success of a business. This paper develops on Cross’ Customer Bonding model. It establishes a statistically relevant, empirical contribution from Corporate Social Responsibility (CSR) in relation to specific stages of customer bonding toward the firm, all from actual customers’ perspectives. For management, this clarifies and validates CSR’s capability toward providing relationship enhancing bonding features within the hospitality sector. CSR is recognized as providing generally notable features toward the consumer’s stay-over experience alongside deeper, value-based contributions. This can serve to enhance a hotel’s name/brand recognition toward the more distinctive reputational contribution of consumer satisfaction.

Keywords: corporate social responsibility (CSR); customer bonding; relationship enhancement; hospitality sector; consumer studies (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (6)

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DOI: 10.1057/s41299-016-0001-4

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