Does CSR moderate the service outcome failures of a hotel?

CHOI,, J. (2020). Does CSR moderate the service outcome failures of a hotel?. The Journal of Distribution Science, 18(8), 15-22, https://doi.org/https://doi.org/10.15722/jds.18.8.202008.15

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Abstract

Purpose: The purpose of this study is to measure the effectiveness of corporate social responsibility and service on consumers' risk perception, which ultimately influences satisfaction. Research design, data, and methodology: This study adopted experimental scenario questionnaires: 2 CSR conditions (with and without CSR) and 2 service outcomes (successful and unsuccessful). Multiple regressions were conducted to examine hypotheses. A total of 217 responses were gathered for research analysis. Results: The results of this study found that the performance risk perception and satisfaction of consumers were affected by both CSR and service. CSR was not found, however, to have a moderating effect on performance risk perception or satisfaction. Additionally, performance risk perception affected consumer satisfaction. Conclusion: The results of this study indicate that consumers respond to the conditions of company's CSR and service outcomes when they stay at hotels. Findings of this study suggest service outcomes and CSR had an effect on performance risk perception and satisfaction, although CSR did not moderate the effect of service outcomes for both performance risk perception or satisfaction. Therefore, providing satisfactory customer service and undertaking CSR activities are critical to achieving consumers' overall satisfaction.

keywords: Service, risk perception, CSR, satisfaction, consumer behaviors

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Article Contents

Vol.18 No.8

Does CSR moderate the service outcome failures of a hotel?

Abstract

Reference

The Journal of Distribution Science