EXPLORING MEDIATING ROLES BETWEEN CSR AND CUSTOMER SATISFACTION IN HOTELS
DOI:
https://doi.org/10.55197/qjssh.v6i6.924Keywords:
brand image, corporate reputation, corporate social responsibility, customer satisfaction, Malaysia hotelsAbstract
This study investigates the complex relationship between multidimensional corporate social responsibility (CSR) initiatives and customer satisfaction within Malaysia’s dynamic hospitality industry. Anchored in stakeholder theory, the research specifically examines the mediating roles of brand image and corporate reputation in influencing how customers perceive and respond to CSR initiatives implemented by hotel operators. Using empirical data collected from 438 hotel guests in Kuala Lumpur and applying Partial Least Squares Structural Equation Modeling (PLS-SEM), the study analyzes the distinct effects of economic, legal, ethical, and philanthropic CSR dimensions on customer satisfaction. The results reveal that ethical and philanthropic CSR practices significantly enhance brand image, while economic and philanthropic dimensions positively impact corporate reputation. Moreover, legal and ethical CSR initiatives are also found to play a crucial role in strengthening corporate reputation, reflecting the growing importance of socially responsible operations in shaping public perception. Importantly, the findings confirm that both brand image and corporate reputation serve as vital mediators between CSR initiatives and customer satisfaction, highlighting their essential role in building consumer trust, loyalty, and favorable brand evaluations. These insights carry meaningful managerial implications for hotel managers, suggesting that the strategic integration of comprehensive CSR practices, along with active efforts to enhance corporate image and reputation, can substantially boost customer satisfaction, loyalty, and long-term business success in the highly competitive hospitality sector.
References
[1] Adewole, O. (2024): Translating brand reputation into equity from the stakeholder’s theory: an approach to value creation based on consumer’s perception & interactions. – International Journal of Corporate Social Responsibility 9(1): 1-12.
[2] Akbari, M., Nazarian, A., Foroudi, P., Seyyed Amiri, N., Ezatabadipoor, E. (2021): How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit? – Current Issues in Tourism 24(13): 1897-1917.
[3] Chung, K.H., Yu, J.E., Choi, M.G., Shin, J.I. (2015): The effects of CSR on customer satisfaction and loyalty in China: the moderating role of corporate image. – Journal of Economics, Business and Management 3(5): 542-547.
[4] Farmaki, A. (2019): Corporate social responsibility in hotels: a stakeholder approach. – International Journal of Contemporary Hospitality Management 31(6): 2297-2320.
[5] Gezahegn, M.A., Durie, A.D., Kibret, A.T. (2025): Examining the relationship between corporate social responsibility, customer satisfaction and customer loyalty in Ethiopian banking sector. – International Journal of Organizational Analysis 33(7): 1702-1725.
[6] Jensen, M.C. (2010): Value maximization, stakeholder theory, and the corporate objective function. – Journal of applied corporate finance 22(1): 32-42.
[7] Karim, R.A., Rabiul, M.K. (2024): The relationships of corporate sustainability, customer loyalty, and word of mouth: the mediating role of corporate image and customer satisfaction. – Journal of Quality Assurance in Hospitality & Tourism 25(3): 421-441.
[8] Khalil, N., Che Abdullah, S.N., Haron, S.N., Hamid, M.Y. (2024): A review of green practices and initiatives from stakeholder’s perspectives towards sustainable hotel operations and performance impact. – Journal of Facilities Management 22(4): 653-682.
[9] Khan, F.A. (2024): Sustainable Business Management: Balancing Profit and Purpose. – Journal of Management Science Research Review 2(1): 24-32.
[10] Mamakou, X.J., Zaharias, P., Milesi, M. (2024): Measuring customer satisfaction in electronic commerce: The impact of e-service quality and user experience. – International Journal of Quality & Reliability Management 41(3): 915-943.
[11] Peña‐Miranda, D.D., Guevara‐Plaza, A., Fraiz‐Brea, J.A., Camilleri, M.A. (2022): Corporate social responsibility model for a competitive and resilient hospitality industry. – Sustainable Development 30(3): 433-446.
[12] Srivastava, V.K. (2024): Impact of Corporate Social Responsibility (CSR) initiatives on brand reputation: A study on how CSR activities enhance brand reputation and consumer loyalty in the context of sustainable marketing practices. – International Journal of Science and Research Archive 13(1): 1910-1930.
[13] Tingchi Liu, M., Anthony Wong, I., Shi, G., Chu, R., Brock, L.J. (2014): The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. – Journal of services marketing 28(3): 181-194.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 LI NIU, ZULHAMRI ABDULLAH, MASTURA MAHAMED
This work is licensed under a Creative Commons Attribution 4.0 International License.
