Investigating the Effect of Social Responsibility of Tourist Hotels on Customer Loyalty with the Mediating Role of Hotel Credit, Customer Satisfaction and Trust and the Hotel Management Ability Moderator

Subject Areas :

امیر گندمکار ¹ , Maryam Ashtar ² , Ali Lavafan ³

1 - Department of Geography, Najafabad Branch, Islamic Azad University, Najafabad, Iran
2 - Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran
3 - PhD in Human Resources Management, CEO and Chairman of the Board of Directors of Piroozi Hote, Isfahan, Iran

Received: 2024-08-15 Accepted : 2024-09-23 Published : 2025-01-26

Keywords: customer loyalty, social responsibility, organizational credibility, customer trust, customer satisfaction, managerial ability, Isfahan tourist hotels,

Abstract :

This study aimed to investigate the effect of hotel social responsibility on customer loyalty, considering the mediating roles of hotel reputation, customer satisfaction, and trust, as well as the moderating role of hotel management ability. The research employed a descriptive-correlational survey method with an applied focus. A questionnaire was used as the research tool to measure the variables of social responsibility, customer loyalty, satisfaction, trust, reputation, and hotel management ability. The structural equation modeling technique (SEM) was applied to test the hypotheses. The results revealed that hotel social responsibility had a significant effect on hotel reputation, customer satisfaction, and trust among hotel guests. Additionally, customer satisfaction and trust were found to significantly influence customer loyalty. However, hotel management ability did not moderate the relationship between social responsibility and customer loyalty. Lastly, the study demonstrated that customer trust and satisfaction play mediating roles in the relationship between social responsibility and customer loyalty.

References:


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