ABSTRACT

This paper aims to investigate the effect of corporate social responsibility (CSR) on relationship quality (RQ) and customer citizenship behavior (CCB) by considering hotel reputation as a moderator in the hotel industry. The study sample was customers in hotels with the highest number of bookings in selected cities that have been most visited in Iran. PLS-SEM approach was adopted for analyzing data. The results indicate that CSR in hotels improves the relationship quality with customers, and relationship quality has a positive effect on CCB. Moreover, the moderating role of hotel reputation in the relationship between relationship quality and CCB was verified. This study provides tourism practitioners and hotel managers with new insights and key points about establishing a better relationship with customers from CSR perspective and its relationship with CCB.

摘要

本文旨在通过将酒店声誉作为酒店行业的调节因素来研究企业社会责任 (CSR) 对关系质量 (RQ) 和客户公民行为 (CCB) 的影响。研究样本是在伊朗访问量最大的选定城市中预订量最高的酒店的客户。采用PLS-SEM方法进行数据分析。结果表明，酒店企业社会责任提高了与客户的关系质量，关系质量对建行有正向影响。此外，酒店声誉在关系质量与建行关系中的调节作用得到了验证。