Impacts of cruise industry corporate social responsibility reputation on customers’ loyalty: Mediating role of trust and identification |
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| Institution: | 1. School of Hospitality, Tourism and Events, Taylor’s University Lakeside Campus, Malaysia;2. Department of Management & Humanities, Institute of Self-Sustainable Building, Universiti Teknologi PETRONAS, Malaysia;3. Business School, Hanyang University, South Korea;1. School of Hotel Administration, Cornell University, 552 Statler Hall, Ithaca, NY 14853-6902, United States;2. School of Hotel Administration, Cornell University, 545 Statler Hall, Ithaca, NY 14853-6902, United States;1. Bertolon School of Business, Salem State University, Salem, MA, USA;2. Hospitality Management, College of Education, Health and Human Services, Kent State University, Kent, OH, USA;3. School of Hotel, Restaurant, and Tourism Management, University of South Carolina, Columbia, SC, USA;1. Department of Management, Room No.-6068-U, NAB, BITS Pilani, Pilani Campus, Pilani-333031, Rajasthan, India;2. Department of Management, Room No.-6068-W, NAB, BITS Pilani, Pilani Campus, Pilani-333031, Rajasthan, India;1. Departamento de Economía Financiera y Contabilidad I, Facultad de Ciencias Jurídicas y Sociales Universidad Rey Juan Carlos, Madrid, Spain;2. International Centre for Research in Events, Tourism and Hospitality, School of Events, Tourism & Hospitality, Leeds Metropolitan University, Leeds, UK |
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| Abstract: | Despite the high relevance of Corporate Social Responsibility (CSR) in service businesses, investigations of its influence on the cruise sector are scarce. Relying on institutional theory, this study proposes a model with cruise customers’ trust and identification as the key factors between CSR reputation and customers’ loyalty. Using data from 292 cruise customers, results support the impact of customers’ perceived CSR reputation of cruise companies on two relational constructs and loyal behavior. Only customers’ identification mediates the relationships between reputation and brand loyalty. Thus, findings suggest that cruise customers likely form high-level loyal behavior when they perceive companies’ CSR activities and their similarities with such companies. From these significant findings, the authors draw several theoretical and practical implications, including the importance of enhancing the company’s focus on its CSR reputations. This study also provides directions to promote identity strengths for enhancing the impact of CSR reputation on company performance. |
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| Keywords: | Cruise vacation CSR reputation Brand trust Brand identification Brand loyalty |
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