Abstract
Studies on the relationship between customers’ experiences in participating in corporate social responsibility (CSR) activities of a company (CSRE) and brand relationship quality (BRQ) are scarce. A survey was conducted with guests of two resort hotels in Asia, who have participated in these hotels’ CSR activities during their stays. Partial least square structural equation modeling was used for the analysis. Results suggested that CSRE had a significant effect on BRQ, whereas BRQ had a significant effect on LY and FE. Insights for hotel managers into developing a strong customer brand relationship by engaging customers with appropriate and relevant CSR activities.
| Original language | English |
|---|---|
| Pages (from-to) | 185-199 |
| Number of pages | 15 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 37 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 12 Feb 2020 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 12 Responsible Consumption and Production
Keywords
- brand relationship quality
- Corporate social responsibility
- customer experience
- hotel
- loyalty
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing
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