Effects of customer experience in engaging in hotels' CSR activities on brand relationship quality and behavioural intention

Studies on the relationship between customers' experiences in participating in corporate social responsibility (CSR) activities of a company (CSRE) and brand relationship quality (BRQ) are scarce. A survey was conducted with guests of two resort hotels in Asia, who have participated in these hotels' CSR activities during their stays. Partial least square structural equation modeling was used for the analysis. Results suggested that CSRE had a significant effect on BRQ, whereas BRQ had a significant effect on LY and FE. Insights for hotel managers into developing a strong customer brand relationship by engaging customers with appropriate and relevant CSR activities.