Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector

Tahir Islam, Mumtaz Khan, Abdul Ghaffar, Ying Wang, Muhammad Shujaat Mubarik, Imtiaz Haider Ali, Zubair Ali Shahid, Mahmood Rehmani and Anshuman Sharma

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 1, 107-132

Abstract: This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.

Date: 2023
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DOI: 10.1080/21639159.2022.2098157

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