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AuthorMohammed A.
AuthorAl-Swidi A.
Available date2020-04-01T06:50:39Z
Publication Date2019
Publication NameSpanish Journal of Marketing - ESIC
ResourceScopus
ISSN24449695
URIhttp://dx.doi.org/10.1108/SJME-06-2019-0029
URIhttp://hdl.handle.net/10576/13579
AbstractPurpose: This study aims to examine how perceptions of corporate social responsibility (CSR) activities (i.e. environment, society and stakeholders) enhance perceived value, social media engagement to win customer loyalty in the hotel industry. In addition, it investigates the mediating effects of customer perceived value and social media engagement between CSR activities and customer loyalty. Design/methodology/approach: A self-administered survey was conducted on customers in Malaysia. Based on the data collected from 389 customers, the analysis used the structural equation modelling (SEM) approach. The validity and reliability of the measurements were confirmed before the hypotheses of the study have been tested. Findings: The results revealed that CSR related to the environment has significant direct and indirect impacts on customer loyalty. In addition, the effect of perceived value and social media engagement on customer loyalty has been supported. The results also demonstrated the mediating role of perceived value and social media engagement between CSR activities and customer loyalty. Research limitations/implications: This study advances the understanding of the impact of CSR activities, perceived value and social media engagement on customer loyalty in the hotel industry. Hoteliers can gain benefits by understanding how specific CSR activities can enhance customer perceived value and social media engagement value, thus leads to customer loyalty. Originality/value: This study investigates the association between CSR activities, perceived value, social media engagement and customer loyalty, which has been lacking a full investigation in the hospitality literature. - 2019, Abdulalem Mohammed and Abdullah Al-Swidi.
Languageen
PublisherEmerald Group Publishing Ltd.
SubjectCSR
Customer loyalty
Hotel industry
Perceived value
Social media
TitleThe influence of CSR on perceived value, social media and loyalty in the hotel industry
TypeArticle
Pagination373-396
Issue Number3
Volume Number23
dc.accessType Open Access


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