企业社会责任是否会导致酒店客人的态度和行为忠诚度更好?
1Laboratory of Scientific Engineering of Organizations (ISO), National School of Business and Management (ENCG-Casa), University Hassan II, 2725 Ain Sebaâ, Casablanca, Morocco.
Heliyon
|August 10, 2023
概括
企业社会责任 (CSR) 显著提高了客户的忠诚度,主要是通过增强客户和公司的识别和信任. 这些因素,以及满意度,调解了这种关系,突出了酒店行业忠诚度的关键驱动因素.
科学领域:
- 工商管理 工商管理
- 营销 营销 营销 营销 营销 营销
- 消费者行为 消费者行为
背景情况:
- 客户的忠诚度对于企业的成功至关重要.
- 企业社会责任 (CSR) 越来越多地被认为是一种战略投资.
- 了解企业社会责任和客户忠诚度之间的调解因素对于有效的营销策略至关重要.
研究的目的:
- 调查企业社会责任对客户忠诚度的影响.
- 检查客户-公司识别 (C-CI),信任和满意度在CSR-客户忠诚关系中的中介作用.
- 探索C-CI,信任和满意度之间的相互关系.
主要方法:
- 使用基于部分最小方程 (PLS) 的结构方程建模 (SEM) 的定量研究.
- 数据通过在线问卷从摩洛哥酒店 (3-5星级) 的385名客户收集.
- 使用SMART PLS软件进行的分析.
主要成果:
- 企业社会责任实践显著提高客户忠诚度,通过C-CI和信任进行调解.
- 企业社会责任对客户满意度的直接影响被发现是微不足道的.
- C-CI积极影响信任和满意度;信任也提高了满意度.
结论:
- 企业社会责任是客户忠诚度的一个有价值的驱动力,特别是通过培养C-CI和信任.
- 企业社会责任通过C-CI和信任对满意度的间接影响是显著的.
- 在客户忠诚度形成过程中,C-CI,信任和满意度之间的中间关系起着至关重要的作用.
关键词:
企业社会责任公司的社会责任.客户公司标识 客户公司标识客户的忠诚度 客户的忠诚度客户满意度 客户满意度 客户满意度客户信任 客户信任 客户信任热情好客 热情好客 热情好客这就是PLS PLS.这就是SEM SEM.更多相关视频
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