Purpose

In the service industry, corporate social responsibility (CSR) is considered a strategic valuable resource. Although previous studies emphasized CSR activities in the service industry, a limited number of studies have examined the combined effect with the service experience. Thus, this study aims to examine the potential antecedents of cruise customers’ positive responses toward the cruise company.

Design/methodology/approach

The proposed model includes CSR activities, service experiences, satisfaction and revisit intention. The model is tested using samples of cruise customers from the USA. Tests of the proposed model produce significant results for path coefficients from two-dimensional service experience (i.e. physical quality and staff behavior) and not from CSR activities (i.e. environmental and philanthropic).

Findings

Hypothesis testing indicates that among cruise customers, perceived physical quality and staff behavior are more relevant for creating satisfaction and revisit intention than environmental and philanthropic CSR support.

Research limitations/implications

The results provide important implications for scholars concerning the effects of CSR activities on customer behavior for efficaciously managing customers’ positive experience with facilities and employees.

Originality/value

There has been a paradigm shift in the cruise industry. The recent trend shows an increasing number of cruise businesses leading to intense competition. Yet, researchers have not adequately examined the impact of service experience and CSR experience simultaneously. Thus, this study contributes to the existing CSR literature by identifying the important determinants of cruise customers’ behavior.

中文翻译：

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考察企业社会责任活动和服务体验对邮轮客户行为的相关作用

目的

在服务行业，企业社会责任（CSR）被视为具有战略价值的资源。尽管以前的研究强调了服务行业的企业社会责任活动，但少数研究已经检验了服务经验的综合效应。因此，本研究旨在检验邮轮客户对邮轮公司的积极反应的潜在前因。

设计/方法/方法

所提出的模型包括企业社会责任活动、服务体验、满意度和重访意图。该模型使用来自美国的邮轮客户样本进行了测试。对所提出模型的测试产生了来自二维服务经验（即身体素质和员工行为）而不是来自企业社会责任活动（即环境和慈善）的路径系数的显着结果。

发现

假设检验表明，在邮轮客户中，感知的身体素质和员工行为与创造满意度和重访意图比环境和慈善 CSR 支持更相关。

研究限制/影响

研究结果为有关 CSR 活动对客户行为的影响的学者提供了重要的启示，以有效地管理客户对设施和员工的积极体验。

原创性/价值

邮轮行业发生了范式转变。最近的趋势表明，越来越多的邮轮业务导致竞争激烈。然而，研究人员并未同时充分检验服务体验和企业社会责任体验的影响。因此，本研究通过确定邮轮客户行为的重要决定因素，为现有的企业社会责任文献做出了贡献。