Corporate social responsibility: Findings from the Chinese hospitality industry |
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| Affiliation: | 1. Business School Central South University, Collaborative Innovation Center of Resource-conserving & Environment-friendly Society and Ecological Civilization, Mobile E-business Collaborative Innovation Center of Hunan Province, Changsha, Hunan 41003, China;2. Management and Marketing Department, University of Wisconsin-Eau Claire, Eau Claire, WI 54701, USA;3. Management and Marketing Department, University of Wisconsin-Eau Claire, Eau Claire, WI 54701, USA;4. Department of Marketing, University of Wisconsin-Whitewater, 800 West Main Street, Whitewater, WI 53190, USA;5. Business School Central South University, Collaborative Innovation Center of Resource-conserving & Environment-friendly Society and Ecological Civilization, Mobile E-business Collaborative Innovation Center of Hunan Province, Changsha, Hunan 41003, China |
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| Abstract: | The study investigates the impact of corporate social responsibility (CSR) on consumers’ attitudinal and behavioral responses, factors closely related to a firm's social and economic performance, using data from 451 customers of three hotels. We also test the universality of such impact across various consumer groups. Results show that CSR positively affects perceived corporate reputation and customer satisfaction, which in turn, significantly affect customer commitment and behavioral responses (i.e., loyalty intentions and word-of-mouth). Perhaps more importantly, the role of CSR is not universal across consumer groups. Particularly, consumer income seems to moderate the relationship between CSR and perceived reputation. Specifically, the positive effect of CSR on perceived corporate reputation is more salient among people with a higher income. Managerial implications are discussed. |
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| Keywords: | Corporate social responsibility Attitudinal and behavioral responses |
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