The impacts of corporate social responsibility, service quality, and transparency on relationship quality and customer loyalty in the hotel industry

Sung-Bum Kim () and Dae-Young Kim ()
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Sung-Bum Kim: Inha University
Dae-Young Kim: University of Missouri

Asian Journal of Sustainability and Social Responsibility, 2016, vol. 1, issue 1, 39-55

Abstract: Abstract The purpose of this study was to test how potential customers’ perceptions of a hotel’s corporate social responsibility activities, service quality, and transparency affect relationship quality constructs such as trust, satisfaction, and customer loyalty. Our research design consisted of utilizing a convenience survey of 487American potential hotel customers. We then followed a two-step approach, projecting a measurement model and then analyzing a structural model to test the theoretical relationships between the constructs. The following findings within the context of U.S. hotels show: Corporate social responsibility and reputation had positive relationships with trust and satisfaction, while service quality had a direct effect on customer loyalty. In addition, transparency had a significant influence on customer trust. Customer trust had a significantly positive influence on customer loyalty. The influence of satisfaction on customer loyalty is mediated by trust. This research will contribute to scholarly and managerial debates.

Keywords: Customer loyalty; Corporate social responsibility; Corporate reputation; Relationship quality; Service quality; Transparency (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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DOI: 10.1186/s41180-016-0004-1

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