ABSTRACT

This study combined service quality (SQ), corporate social responsibility (CSR), satisfaction, and trust as antecedents of corporate reputation (CR) to examine how these constructs concurrently influence a hotel’s corporate reputation and subsequently customer loyalty and citizenship behavior using data collected in May 2021 on 222 US leisure travelers who stayed at mid- to upscale hotels over the previous two years. Using structural equation modeling (SEM), results revealed that while CSR positively influences a hotel’s CR both directly and indirectly (through satisfaction and trust), SQ only exerts an indirect influence (again through satisfaction and trust) on a hotel’s CR. Furthermore, CR has a positive influence not only on customer loyalty but also citizenship behavior. These results contribute to our understanding of the antecedents and consequences of hotel corporate reputation (CR), and help further demystify relationships among the tested variables, providing both theoretical and practical implications.

摘要

本研究将服务质量 (SQ)、企业社会责任 (CSR)、满意度和信任作为企业声誉 (CR) 的前因，使用在2021 年 5 月在过去两年中入住中高档酒店的 222 名美国休闲旅客。使用结构方程模型 (SEM)，结果表明，虽然 CSR 直接和间接（通过满意度和信任）对酒店的 CR 产生积极影响，但 SQ 仅对酒店的 CR 产生间接影响（再次通过满意度和信任）。此外，CR不仅对客户忠诚度有积极影响，而且对公民行为也有积极影响。