Influence of Corporate Social Responsibility on Customer Loyalty with Regard to the Role of Customer Trust and Satisfaction as Mediators
With its ever-increasing significance, corporate social responsibility is becoming a main topic in hotel industry. A reason is that corporate social responsibility affects customer loyalty. Hence, corresponding allocation of resources is not regarded as a cost here; rather, it is an investment towar...
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2016-04-01
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doaj-004cc736b7aa4418b11c4850af1af00e2020-11-24T22:31:23ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942016-04-011133638310.22054/TMS.2016.4164Influence of Corporate Social Responsibility on Customer Loyalty with Regard to the Role of Customer Trust and Satisfaction as MediatorsSaeid Saeida ArdakaniWith its ever-increasing significance, corporate social responsibility is becoming a main topic in hotel industry. A reason is that corporate social responsibility affects customer loyalty. Hence, corresponding allocation of resources is not regarded as a cost here; rather, it is an investment towards improved status of competitive advantages. The present paper aims to investigate the influence of corporate social responsibility on customer loyalty with regard to the roles of customer trust and satisfaction as mediators. A Questionnaire was used to gather the data. For this purpose, 106 questionnaires were distributed among costumers of 3-star and 4-star hotels in Yazd. Content validity, convergent and divergent validity, and reliability of the questionnaire were approved by experts’ comments, PLS method, Cronbach’s Alpha and composite reliability, respectively. The survey is descriptive in terms of purpose and the method is metrical. Data were analyzed by PLS and SPSS using a Partial-Least-Squares modeling of structural equations. Results showed that corporate social responsibility has significant and positive influences on customer trust and satisfaction. Customer trust has significant and positive influences on customer satisfaction and loyalty, and customer satisfaction has a significant and positive influences on customer loyalty http://tms.atu.ac.ir/article_4164_4c156c1ff134e3132f26c300bbeeb801.pdfCorporate Social Responsibility; Customer Trust; Customer Satisfaction; Customer Loyalty |
collection |
DOAJ |
language |
fas |
format |
Article |
sources |
DOAJ |
author |
Saeid Saeida Ardakani |
spellingShingle |
Saeid Saeida Ardakani Influence of Corporate Social Responsibility on Customer Loyalty with Regard to the Role of Customer Trust and Satisfaction as Mediators Muṭāli̒āt-i Mudīriyyat-i Gardishgarī Corporate Social Responsibility; Customer Trust; Customer Satisfaction; Customer Loyalty |
author_facet |
Saeid Saeida Ardakani |
author_sort |
Saeid Saeida Ardakani |
title |
Influence of Corporate Social Responsibility on Customer Loyalty with Regard to the Role of Customer Trust and Satisfaction as Mediators |
title_short |
Influence of Corporate Social Responsibility on Customer Loyalty with Regard to the Role of Customer Trust and Satisfaction as Mediators |
title_full |
Influence of Corporate Social Responsibility on Customer Loyalty with Regard to the Role of Customer Trust and Satisfaction as Mediators |
title_fullStr |
Influence of Corporate Social Responsibility on Customer Loyalty with Regard to the Role of Customer Trust and Satisfaction as Mediators |
title_full_unstemmed |
Influence of Corporate Social Responsibility on Customer Loyalty with Regard to the Role of Customer Trust and Satisfaction as Mediators |
title_sort |
influence of corporate social responsibility on customer loyalty with regard to the role of customer trust and satisfaction as mediators |
publisher |
Allameh Tabataba'i University Press |
series |
Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
issn |
2322-3294 |
publishDate |
2016-04-01 |
description |
With its ever-increasing significance, corporate social responsibility is becoming a main topic in hotel industry. A reason is that corporate social responsibility affects customer loyalty. Hence, corresponding allocation of resources is not regarded as a cost here; rather, it is an investment towards improved status of competitive advantages. The present paper aims to investigate the influence of corporate social responsibility on customer loyalty with regard to the roles of customer trust and satisfaction as mediators. A Questionnaire was used to gather the data. For this purpose, 106 questionnaires were distributed among costumers of 3-star and 4-star hotels in Yazd. Content validity, convergent and divergent validity, and reliability of the questionnaire were approved by experts’ comments, PLS method, Cronbach’s Alpha and composite reliability, respectively. The survey is descriptive in terms of purpose and the method is metrical. Data were analyzed by PLS and SPSS using a Partial-Least-Squares modeling of structural equations. Results showed that corporate social responsibility has significant and positive influences on customer trust and satisfaction. Customer trust has significant and positive influences on customer satisfaction and loyalty, and customer satisfaction has a significant and positive influences on customer loyalty
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topic |
Corporate Social Responsibility; Customer Trust; Customer Satisfaction; Customer Loyalty |
url |
http://tms.atu.ac.ir/article_4164_4c156c1ff134e3132f26c300bbeeb801.pdf |
work_keys_str_mv |
AT saeidsaeidaardakani influenceofcorporatesocialresponsibilityoncustomerloyaltywithregardtotheroleofcustomertrustandsatisfactionasmediators |
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