The Impact of Corporate Social Responsibility on Relationship Quality and Customer Citizenship Behavior: Hotel Reputation as a Moderator

Abstract

This paper aims to investigate the effect of corporate social responsibility (CSR) on relationship quality (RQ) and customer citizenship behavior (CCB) by considering hotel reputation as a moderator in the hotel industry. The study sample was customers in hotels with the highest number of bookings in selected cities that have been most visited in Iran. PLS-SEM approach was adopted for analyzing data. The results indicate that CSR in hotels improves the relationship quality with customers, and relationship quality has a positive effect on CCB. Moreover, the moderating role of hotel reputation in the relationship between relationship quality and CCB was verified. This study provides tourism practitioners and hotel managers with new insights and key points about establishing a better relationship with customers from CSR perspective and its relationship with CCB. © 2021 Taylor & Francis Group, LLC.