Impacts of cruise industry corporate social responsibility reputation on customers' loyalty: Mediating role of trust and identification
- Title
- Impacts of cruise industry corporate social responsibility reputation on customers' loyalty: Mediating role of trust and identification
- Author
- 박정근
- Keywords
- Cruise vacation; CSR reputation; Brand trust; Brand identification; Brand loyalty
- Issue Date
- 2021-02
- Publisher
- ELSEVIER SCI LTD
- Citation
- INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, v. 92, article no. 102706, page. 1-9
- Abstract
- Despite the high relevance of Corporate Social Responsibility (CSR) in service businesses, investigations of its influence on the cruise sector are scarce. Relying on institutional theory, this study proposes a model with cruise customers' trust and identification as the key factors between CSR reputation and customers' loyalty. Using data from 292 cruise customers, results support the impact of customers' perceived CSR reputation of cruise companies on two relational constructs and loyal behavior. Only customers' identification mediates the relationships between reputation and brand loyalty. Thus, findings suggest that cruise customers likely form high-level loyal behavior when they perceive companies' CSR activities and their similarities with such companies. From these significant findings, the authors draw several theoretical and practical implications, including the importance of enhancing the company's focus on its CSR reputations. This study also provides directions to promote identity strengths for enhancing the impact of CSR reputation on company performance.
- URI
- https://www.sciencedirect.com/science/article/pii/S0278431920302589?via%3Dihubhttps://repository.hanyang.ac.kr/handle/20.500.11754/176170
- ISSN
- 0278-4319; 1873-4693
- DOI
- 10.1016/j.ijhm.2020.102706
- Appears in Collections:
- GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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