The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction
This study explores the impact mechanism of corporate social responsibility (CSR) on hotel customer satisfaction, paying part icular attention to the mediating role of brand trust in this process. Based on stakeholder theory and signaling theory, we propose that corporate social responsibility not o...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Creative Publishing House
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/114611/ http://psasir.upm.edu.my/id/eprint/114611/1/114611.pdf |
| _version_ | 1848866545171693568 |
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| author | Niu, Li Abdullah, Zulhamri Mahamed, Mastura Long, Huiying |
| author_facet | Niu, Li Abdullah, Zulhamri Mahamed, Mastura Long, Huiying |
| author_sort | Niu, Li |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study explores the impact mechanism of corporate social responsibility (CSR) on hotel customer satisfaction, paying part icular attention to the mediating role of brand trust in this process. Based on stakeholder theory and signaling theory, we propose that corporate social responsibility not only directly affects customer satisfaction, but also indirectly affects satisfaction by enhancing customer trust in the hotel brand. We surveyed 732 guests at multiple hotels and analyzed the data using structural equation modeling. The results support our theoretical model and reveal that (1) a hotel's corporate social responsibility practices have a significant positive impact on customer satisfaction; (2) brand trust partially mediates the relationship between corporate social responsibility and customer satisfaction. relationship; (3) hotel type (luxury hotel vs. budget hotel) moderates the impact of corporate social responsibility on brand trust, and this relationship is more obvious in luxury hotels. This study enriches the literature on the impact mechanism of corporate social responsibility, reveals the key role of brand trust in hotel corporate social responsibility practices, and provides a new perspective for hotel managers to improve the effectiveness of corporate social responsibility. |
| first_indexed | 2025-11-15T14:22:18Z |
| format | Article |
| id | upm-114611 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:22:18Z |
| publishDate | 2024 |
| publisher | Creative Publishing House |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1146112025-01-21T02:24:36Z http://psasir.upm.edu.my/id/eprint/114611/ The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction Niu, Li Abdullah, Zulhamri Mahamed, Mastura Long, Huiying This study explores the impact mechanism of corporate social responsibility (CSR) on hotel customer satisfaction, paying part icular attention to the mediating role of brand trust in this process. Based on stakeholder theory and signaling theory, we propose that corporate social responsibility not only directly affects customer satisfaction, but also indirectly affects satisfaction by enhancing customer trust in the hotel brand. We surveyed 732 guests at multiple hotels and analyzed the data using structural equation modeling. The results support our theoretical model and reveal that (1) a hotel's corporate social responsibility practices have a significant positive impact on customer satisfaction; (2) brand trust partially mediates the relationship between corporate social responsibility and customer satisfaction. relationship; (3) hotel type (luxury hotel vs. budget hotel) moderates the impact of corporate social responsibility on brand trust, and this relationship is more obvious in luxury hotels. This study enriches the literature on the impact mechanism of corporate social responsibility, reveals the key role of brand trust in hotel corporate social responsibility practices, and provides a new perspective for hotel managers to improve the effectiveness of corporate social responsibility. Creative Publishing House 2024-10-29 Article PeerReviewed text en cc_by_nc_nd_4 http://psasir.upm.edu.my/id/eprint/114611/1/114611.pdf Niu, Li and Abdullah, Zulhamri and Mahamed, Mastura and Long, Huiying (2024) The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction. Journal of Ecohumanism, 3 (7). pp. 3976-3994. ISSN 2752-6798; eISSN: 2752-6801 https://ecohumanism.co.uk/joe/ecohumanism/article/view/4521 10.62754/joe.v3i7.4521 |
| spellingShingle | Niu, Li Abdullah, Zulhamri Mahamed, Mastura Long, Huiying The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction |
| title | The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction |
| title_full | The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction |
| title_fullStr | The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction |
| title_full_unstemmed | The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction |
| title_short | The mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction |
| title_sort | mediating effect of brand trust on the relationship between corporate social responsibility and hotel customer satisfaction |
| url | http://psasir.upm.edu.my/id/eprint/114611/ http://psasir.upm.edu.my/id/eprint/114611/ http://psasir.upm.edu.my/id/eprint/114611/ http://psasir.upm.edu.my/id/eprint/114611/1/114611.pdf |