The influence of corporate social responsibility on customer loyalty : evidence from the travel agencies and hotels
Other Title(s)
تأثير المسئولية الاجتماعية للمؤسسات على ولاء العملاء : دراسة عن شركات السياحة و الفندق
Joint Authors
Muhammad, Muhammad Abu Talib
Fahmi, Tuqa Mahrus
Source
Journal of Association of Arab Universities for Tourism and Hospitality
Issue
Vol. 11, Issue 1 (30 Jun. 2014), pp.101-113, 13 p.
Publisher
Suez Canal University Faculty of Tourism and Hotels
Publication Date
2014-06-30
Country of Publication
Egypt
No. of Pages
13
Main Subjects
Abstract EN
Despite the increasing interest in corporate social responsibility (CSR) marketing practices, the role of CSR has little been explored in the area of tourism and hospitality marketing, especially in regard to the potential effects of CSR initiatives on customer responses.
Also, there are few scholars, if any, who overviewed this concept in the developing countries.
By understanding the effectiveness of CSR practices in the market place and its impact on customers’ responses towards the company, travel agencies and hotel operation will be able to attract new customers as well as keep strong relationships vvdth current customers.
CSR marketing will provide the firm a competitive edge over its competitors.
This paper explores how customers’ perceptions of firms’ corporate social responsibility (CSR) determine customers’ behaviour and influence customer loyalty through satisfaction and commitment.
To investigate such influence, data were collected through a questionnaire distributed to a sample of 350 customers of Egyptian hotels and 300 customers of Egyptian travel agencies.
A total of 335 responses from hotels’ customers and 260 responses of travel agencies’ customers were collected and analyzed using structural equation modelling method.
Results showed that CSR contribute to achieving customer loyalty in both sectors and confirmed the roles of satisfaction and commitment as mediating variables.
These results imply that CSR can be used as a main tool for marketing strategy.
Certain CSR marketing actions could work better than others to create positive identification and image of the company.
American Psychological Association (APA)
Muhammad, Muhammad Abu Talib& Fahmi, Tuqa Mahrus. 2014. The influence of corporate social responsibility on customer loyalty : evidence from the travel agencies and hotels. Journal of Association of Arab Universities for Tourism and Hospitality،Vol. 11, no. 1, pp.101-113.
https://search.emarefa.net/detail/BIM-813046
Modern Language Association (MLA)
Muhammad, Muhammad Abu Talib& Fahmi, Tuqa Mahrus. The influence of corporate social responsibility on customer loyalty : evidence from the travel agencies and hotels. Journal of Association of Arab Universities for Tourism and Hospitality Vol. 11, no. 1 (Jun. 2014), pp.101-113.
https://search.emarefa.net/detail/BIM-813046
American Medical Association (AMA)
Muhammad, Muhammad Abu Talib& Fahmi, Tuqa Mahrus. The influence of corporate social responsibility on customer loyalty : evidence from the travel agencies and hotels. Journal of Association of Arab Universities for Tourism and Hospitality. 2014. Vol. 11, no. 1, pp.101-113.
https://search.emarefa.net/detail/BIM-813046
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 109-113
Record ID
BIM-813046