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How does corporate social responsibility create customer loyalty? The role of corporate image

dc.contributor.authorGurlek, Mert
dc.contributor.authorDuzgun, Ertugrul
dc.contributor.authorUygur, Selma Meydan
dc.date.accessioned2019-12-27T07:53:47Z
dc.date.available2019-12-27T07:53:47Z
dc.date.issued2017
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Further reading Erdogan, N. and Tosun, C. (2009), “Environmental performance of tourism accommodations in the protected areas: case of Goreme Historical National Park”, International Journal of Hospitality Management, Vol. 28 No. 3, pp. 406-414. Ritzer, G. (2008), Sociological Theory, Tata McGraw-Hill Education.en_US
dc.identifier.issn1747-1117
dc.identifier.issn1758-857X
dc.identifier.urihttps://doi.org/10.1108/SRJ-10-2016-0177
dc.description.abstractPurpose - This paper aims to investigate whether corporate image has a mediating effect on the influence of corporate social responsibility (CSR) on customer loyalty in independent hotels. Design/methodology/approach - Data were collected from customers of five-star hotels located in Istanbul in Turkey. The theoretical model was tested with 404 usable data. The results were analyzed by using structural equation modeling (SEM). Findings - Findings show that CSR creates customer loyalty partially through corporate image in the independent hotels. In addition, it was found that the hotels included in the study carried out moderate level of CSR activities. Research limitations/implications - The research model was tested in independent five-star hotels. Further studies could be carried out using different independent hospitality companies. In addition, the research was conducted on a limited sample, as hotel managers were not willing to allow direct contact with customers. Further studies could be carried out on larger samples. Practical implications - This study recommends that independent hotels carry out more CSR activities on social and environmental issues. In addition, direct effect of CSR on customer loyalty is lower than its indirect effect via corporate image. Therefore, if companies desire to create customer loyalty through CSR, they should introduce their CSR activities to customers via communication tools (website, media etc.) Originality/value - This study examines CSR in terms of sustainable development in the independent hotels. Furthermore, it explains relationships between CSR and corporate image and customer loyalty through the principle of generalized reciprocity specified in the theory of social change.en_US
dc.language.isoengen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofSocial Responsibility Journalen_US
dc.rightsCC0 1.0 Universal*
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.rights.urihttp://creativecommons.org/publicdomain/zero/1.0/*
dc.subjectCorporate social responsibilityen_US
dc.subjectCustomer loyaltyen_US
dc.subjectCorporate imageen_US
dc.subjectSustainable developmenten_US
dc.subjectIndependent hotelsen_US
dc.titleHow does corporate social responsibility create customer loyalty? The role of corporate imageen_US
dc.typearticleen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.description.wospublicationidWOS:000407625200001en_US
dc.description.scopuspublicationid2-s2.0-85026852891en_US
dc.departmentGümüşhane Üniversitesien_US
dc.identifier.volume13en_US
dc.identifier.issue3en_US
dc.identifier.startpage409en_US
dc.identifier.doi10.1108/SRJ-10-2016-0177
dc.identifier.endpage427en_US
dc.authorwosiduygur, selma meydan / AAK-2185-2021
dc.authorwosidGURLEK, Mert / ABH-2203-2020
dc.authorscopusid57195298795
dc.authorscopusid57195298748
dc.authorscopusid57195301468


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