期刊
JOURNAL OF TRAVEL & TOURISM MARKETING
卷 37, 期 2, 页码 185-199出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2020.1740140
关键词
Corporate social responsibility; brand relationship quality; hotel; customer experience; loyalty
资金
- Hong Kong Polytechnic University Research Grant YBNB
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.
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