Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector

Tahir Islam; Mumtaz Khan; Abdul Ghaffar; Ying Wang; Muhammad Shujaat Mubarik; Imtiaz Haider Ali; Zubair Ali Shahid; Mahmood Rehmani; Anshuman Sharma

doi:10.1080/21639159.2022.2098157

Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector

Tahir Islam, Mumtaz Khan, Abdul Ghaffar, Ying Wang^*, Muhammad Shujaat Mubarik, Imtiaz Haider Ali, Zubair Ali Shahid, Mahmood Rehmani, Anshuman Sharma

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

18 Citations (Scopus)

Abstract

This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.

Original language	English
Pages (from-to)	107-132
Number of pages	26
Journal	Journal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume	33
Issue number	1
Early online date	7 Sept 2022
DOIs	https://doi.org/10.1080/21639159.2022.2098157
Publication status	Published - 2 Jan 2023

Keywords

core capabilities
corporate image
Corporate social responsibility
customer loyalty
sustained competitive advantage

ASJC Scopus subject areas

Arts and Humanities (miscellaneous)
Social Sciences (miscellaneous)
Marketing

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1080/21639159.2022.2098157

Cite this

Islam, T., Khan, M., Ghaffar, A., Wang, Y., Mubarik, M. S., Ali, I. H., Shahid, Z. A., Rehmani, M., & Sharma, A. (2023). Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 33(1), 107-132. https://doi.org/10.1080/21639159.2022.2098157

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abstract = "This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.",

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Islam, T, Khan, M, Ghaffar, A, Wang, Y, Mubarik, MS, Ali, IH, Shahid, ZA, Rehmani, M & Sharma, A 2023, 'Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector', Journal of Global Scholars of Marketing Science: Bridging Asia and the World, vol. 33, no. 1, pp. 107-132. https://doi.org/10.1080/21639159.2022.2098157

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AU - Islam, Tahir

AU - Khan, Mumtaz

AU - Ghaffar, Abdul

AU - Wang, Ying

AU - Mubarik, Muhammad Shujaat

AU - Ali, Imtiaz Haider

AU - Shahid, Zubair Ali

AU - Rehmani, Mahmood

AU - Sharma, Anshuman

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AB - This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.

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Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

Access to Document

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