CSR perception and revisit intention: the roles of trust and commitment

Abstract

PurposeAlthough corporate social responsibility (CSR) is one of the essential marketing activities in the hotel industry, the effect of CSR perception on customer's revisit intention varies depending on mediators and contexts. Thus, this study aims to examine how hotel companies can effectively influence customers' patronage behaviors by leveraging overall customers' CSR perception, trust and commitment.Design/methodology/approachFor this purpose, an online survey is conducted among hotel customers in the USA. Partial least squares–structural equation modeling is utilized to analyze the collected data.FindingsThe results show that customers' perception toward CSR does not have a direct effect on customers' revisit intention. Interestingly, the authors find that customers' perception influences their revisit intention only via increasing trust and commitment. Also, trust appears to be highly critical for positive behavioral outcomes than commitment.Research limitations/implicationsThe limitations of the current research are that the different types of CSR activities and customers' demographics were not compared.Practical implicationsCustomers' revisit intention is created when hotel companies provide not only CSR initiatives but also customers' perceived connection with the hotel brand.Originality/valueTourism and hospitality companies have focused on CSR activities because CSR activities are influential strategies to attract customers who want meaningful, responsible and sustainable experiences. By applying the cognitive consistency theory, the results of this study indicate that hotel companies can successfully use CSR activities to develop customers' revisit intention by enhancing their relational value.