Does CSR influence sustained competitive advantage and behavioral outcomes? an empirical study in the hospitality sector

Tahir Islam, Mumtaz Khan, Abdul Ghaffar, Ying Wang, Muhammad Shujaat Mubarik, Zubair Ali Shahid, Mahmood Rehmani, Anshuman Sharma, Imtiaz Haider Ali

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Abstract

This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.

Original languageEnglish
Pages (from-to)107-132
Number of pages26
JournalJournal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume33
Issue number1
DOIs
Publication statusPublished - 7 Sept 2022
Externally publishedYes

Keywords

  • core capabilities
  • corporate image
  • Corporate social responsibility
  • customer loyalty
  • sustained competitive advantage

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