The influence of corporate social responsibility, ability, reputation, and transparency on hotel customer loyalty in the U.S.: a gender-based approach

Sung-Bum Kim, Dae-Young Kim

This research explored a conceptual framework incorporating interrelationships among corporate social responsibility (CSR), corporate ability (CA), corporate reputation (CR), and CSR-related transparency on customer loyalty within the hotel context. In this study, we also analyzed consumers' propensity to support CSR initiatives through the socio-demographic indicator of gender. We used independent sample t test and multiple regression analysis to test hypotheses based on 487 responses from American participants. Four antecedents (i.e., CSR, CA, CR, and transparency) exhibited favorable effects on customer loyalty. Among these four factors, the positively perceived CSR initiatives had a greater impact on customer loyalty. In addition, according to our findings, female participants were more likely to have a positive perception of the four antecedents than males.