The Effects of CSR in Corporate Reputation and Customer Satisfaction in Hospitality Industry in Ionian Islands

  • Antonia Kountoura Department of Accounting and Finance, University of Macedonia, Greece
Keywords: Corporate Social Responsibility, Customer Satisfaction, Corporate Reputation, Confirmatory Factor Analysis, Ionian Islands

Abstract

Background: The Ionian Islands are a group of islands in Greece and more specifically in the Ionian Sea. The region is a popular tourist destination worldwide. Corporate social responsibility is a self-regulating business model that helps a company be socially accountable, to itself, its stakeholders, and the public. There is a lot of empirical evidence in the literature about the positive effect of CSR activities on perceived corporate reputation, customer satisfaction and word to mouth. Diversely there is the need for more practical and quantitative evidence to link the perception of CSR activities in different segments of the population. This study investigates the correlation between the Corporate Social Responsibilities practices, the customer satisfaction and the corporate reputation in Hospitality industry in Greece. It will also examine the possibility of the CSR practices to affect the word-of-mouth by the customers. In order to accomplish this goal and based to the recent literature review, four hypotheses are presented. Materials and Methods: This study included 583 participants who have visited at least for one overnight at 4 and five stars hotels located in Ionian Islands. All participants completed a questionnaire consisted of 5 units. CSR practices of the hotel, corporate reputation of the hotel, customer satisfaction the word-of-mouth of the hotel were the measured variables. Research data collection started at the end of June 2019 and lasted until the end of August 2019. Descriptive statistics and inferential statistics have been used for this research including Confirmatory Factor Analysis. Results: The results have shown strong, positive correlation between CSR and the corporate reputation, customer satisfaction and word-of-mouth. Furthermore results showed that the conceptual model has good explanatory power. Conclusion: The present findings indicate that CSR practices could be one of these ways organizations try to find innovative and efficient ways to increase customer satisfaction and commitment.

Published
2020-06-23
Section
New decade on Social Sciences