Examining the Influence of Corporate Social Responsibility perception on Customer Behavioral Intention: The case of the Vietnam’s Hotel Industry
Keywords:
CSR, corporate social responsibility, hospitality, hotel sector, customer behavioral intentions, perceived hotel attributes, customer satisfaction
Abstract
CSR is on the rise as consumers and clients call for corporations to engage in CSR and have more social impacts, this does not only apply to manufacturers but also service providers such as the hotel industry. Research on the relationship between CSR initiatives in hotels and customer perceptions has been conducted over the years (Akbari et al., 2021; Jalilvand et al., 2017; Latif et al., 2020; Serra-Cantallops et al., 2018). However, few research were conducted in Vietnam and most did not mention the link to customer behavior intention. This research dives into corporate social responsibilities as a factor in customer behavior intention in the hotel sector of Vietnam by examining the direct effect and mediating effect of Satisfaction and perceived hotels attributes using SEM and indirect effect analysis. The result suggested a relationship between perceptions of CSR initiatives and customer behavioral intention that can aid hotels in making justified decisions for CSR plans in hotel businesses. The findings also indicated a mediating role of satisfaction in the relationship of perceived CSR and customer behavioral intention. However, the research found no mediating effects of perceived hotel attributes and little relation between perceived CSR, behavioral intention with this factor.
References
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Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139–161. https://doi.org/10.1016/0167-8116(95)00038-0
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Bowen, H. R. (1953). Graduate Education in Economics. The American Economic Review, 43(4), iv–223.
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Han, H., Yu, J., Lee, K.-S., & Baek, H. (2020). Impact of corporate social responsibilities on customer responses and brand choices. Journal of Travel & Tourism Marketing, 37(3), 302–316. https://doi.org/10.1080/10548408.2020.1746731
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Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36. https://doi.org/10.1007/BF02291575
Kasim, A. (2004). BESR in the Hotel Sector: A Look at Tourists’ Propensity Towards Environmentally and Socially Friendly Hotel Attributes in Pulau Pinang, Malaysia. International Journal of Hospitality & Tourism Administration, 5(2), 61–83. https://doi.org/10.1300/J149v05n02_04
Kim, J. (Sunny), Song, H., Lee, C.-K., & Lee, J. Y. (2017). The impact of four CSR dimensions on a gaming company’s image and customers’ revisit intentions. International Journal of Hospitality Management, 61, 73–81. https://doi.org/10.1016/j.ijhm.2016.11.005
Latif, K. F., Pérez, A., & Sahibzada, U. F. (2020). Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study. International Journal of Hospitality Management, 89, 102565. https://doi.org/10.1016/j.ijhm.2020.102565
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Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002
Lee, S., & Heo, C. Y. (2009). Corporate social responsibility and customer satisfaction among US publicly traded hotels and restaurants. International Journal of Hospitality Management, 28(4), 635–637. https://doi.org/10.1016/j.ijhm.2009.02.007
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Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2019). How CSR influences customer behavioural loyalty in the Chinese hotel industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1–22. https://doi.org/10.1108/APJML-04-2018-0160
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Martínez, P., & Rodríguez Del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89–99. https://doi.org/10.1016/j.ijhm.2013.05.009
Mccleary, K. W., Weaver, P. A., & Hutchinson, J. C. (1993). Hotel Selection Factors as They Relate to Business Travel Situations. Journal of Travel Research, 32(2), 42–48. https://doi.org/10.1177/004728759303200206
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral Perspective on the Consumer (2nd ed.). Routledge. https://doi.org/10.4324/9781315700892
Palihawadana, D., Oghazi, P., & Liu, Y. (2016). Effects of ethical ideologies and perceptions of CSR on consumer behavior. Journal of Business Research, 69(11), 4964–4969. https://doi.org/10.1016/j.jbusres.2016.04.060
Rhou, Y., & Singal, M. (2020). A review of the business case for CSR in the hospitality industry. International Journal of Hospitality Management, 84, 102330. https://doi.org/10.1016/j.ijhm.2019.102330
Robinot, E., & Giannelloni, J. ‐L. (2010). Do hotels’ “green” attributes contribute to customer satisfaction? Journal of Services Marketing, 24(2), 157–169. https://doi.org/10.1108/08876041011031127
Saleh, F., & Ryan, C. (1992). Client perceptions of hotels. Tourism Management. 13(2).
Serra-Cantallops, A., Peña-Miranda, D. D., Ramón-Cardona, J., & Martorell-Cunill, O. (2018). Progress in Research on CSR and the Hotel Industry (2006-2015). Cornell Hospitality Quarterly, 59(1), 15–38. https://doi.org/10.1177/1938965517719267
Spoerr, D. (2021). Factor Analysis of Hotel Selection Attributes and Their Significance for Different Groups of German Leisure Travelers. Journal of Quality Assurance in Hospitality & Tourism, 22(3), 312–335. https://doi.org/10.1080/1528008X.2020.1774032
Su, L., Huang, S. (Sam), Van Der Veen, R., & Chen, X. (2014). Corporate Social Responsibility, Corporate Reputation, Customer Emotions and Behavioral Intentions: A Structural Equation Modeling Analysis. Journal of China Tourism Research, 10(4), 511–529. https://doi.org/10.1080/19388160.2014.958606
Thirumalesh Madanaguli, A., Dhir, A., Kaur, P., Mishra, S., & Srivastava, S. (2023). A systematic literature review on corporate social responsibility (CSR) and hotels: Past achievements and future promises in the hospitality sector. Scandinavian Journal of Hospitality and Tourism, 23(2–3), 141–175. https://doi.org/10.1080/15022250.2023.2221214
Tingchi Liu, M., Anthony Wong, I., Rongwei, C., & Tseng, T.-H. (2014). Do perceived CSR initiatives enhance customer preference and loyalty in casinos? International Journal of Contemporary Hospitality Management, 26(7), 1024–1045. https://doi.org/10.1108/IJCHM-05-2013-0222
Verma, V. K., & Chandra, B. (2018). Sustainability and customers’ hotel choice behaviour: A choice-based conjoint analysis approach. Environment, Development and Sustainability, 20(3), 1347–1363. https://doi.org/10.1007/s10668-017-9944-6
Akbari, M., Nazarian, A., Foroudi, P., Seyyed Amiri, N., & Ezatabadipoor, E. (2021). How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit? Current Issues in Tourism, 24(13), 1897–1917. https://doi.org/10.1080/13683500.2020.1800601
Arli, D. I., & Lasmono, H. K. (2010). Consumers’ perception of corporate social responsibility in a developing country. International Journal of Consumer Studies, 34(1), 46–51. https://doi.org/10.1111/j.1470-6431.2009.00824.x
Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139–161. https://doi.org/10.1016/0167-8116(95)00038-0
Berezan, O., Raab, C., Yoo, M., & Love, C. (2013). Sustainable hotel practices and nationality: The impact on guest satisfaction and guest intention to return. International Journal of Hospitality Management, 34, 227–233. https://doi.org/10.1016/j.ijhm.2013.03.010
Bowen, H. R. (1953). Graduate Education in Economics. The American Economic Review, 43(4), iv–223.
Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39–48. https://doi.org/10.1016/0007-6813(91)90005-G
Carroll, A. B. (1999). Corporate Social Responsibility: Evolution of a Definitional Construct. Business & Society, 38(3), 268–295. https://doi.org/10.1177/000765039903800303
Carroll, A. B. (2016). Carroll’s pyramid of CSR: Taking another look. International Journal of Corporate Social Responsibility, 1(1), 3. https://doi.org/10.1186/s40991-016-0004-6
Clemes, M. D., Gan, C., & Ren, M. (2011). Synthesizing the Effects of Service Quality, Value, and Customer Satisfaction on Behavioral Intentions in the Motel Industry: An Empirical Analysis. Journal of Hospitality & Tourism Research, 35(4), 530–568. https://doi.org/10.1177/1096348010382239
Dahlsrud, A. (2008). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1–13. https://doi.org/10.1002/csr.132
De Grosbois, D. (2012). Corporate social responsibility reporting by the global hotel industry: Commitment, initiatives and performance. International Journal of Hospitality Management, 31(3), 896–905. https://doi.org/10.1016/j.ijhm.2011.10.008
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument. MIS Quarterly, 18(4), 453. https://doi.org/10.2307/249524
Dolnicar, S., & Otter, T. (2003). Which Hotel attributes Matter? A review of previous and a framework for future research.
Emir, O., & Kozak, M. (2011). Perceived importance of attributes on hotel guests’ repeat visit intentions. 59(2).
Farmaki, A., & Farmakis, P. (2018). A stakeholder approach to CSR in hotels. Annals of Tourism Research, 68, 58–60. https://doi.org/10.1016/j.annals.2017.11.009
Font, X., Walmsley, A., Cogotti, S., McCombes, L., & Häusler, N. (2012). Corporate social responsibility: The disclosure–performance gap. Tourism Management, 33(6), 1544–1553. https://doi.org/10.1016/j.tourman.2012.02.012
Freeman, R. E., & McVea, J. (2005). A Stakeholder Approach to Strategic Management. In M. A. Hitt, R. E. Freeman, & J. S. Harrison (Eds.), The Blackwell Handbook of Strategic Management (1st ed., pp. 183–201). Wiley. https://doi.org/10.1111/b.9780631218616.2006.00007.x
Gao, Y. (Lisa), & Mattila, A. S. (2014). Improving consumer satisfaction in green hotels: The roles of perceived warmth, perceived competence, and CSR motive. International Journal of Hospitality Management, 42, 20–31. https://doi.org/10.1016/j.ijhm.2014.06.003
Gao, Y. (Lisa), Mattila, A. S., & Lee, S. (2016). A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research. International Journal of Hospitality Management, 54, 107–115. https://doi.org/10.1016/j.ijhm.2016.01.010
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis 6th Edition. (Vol. 6).
Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4), 659–668. https://doi.org/10.1016/j.ijhm.2010.01.001
Han, H., Yu, J., Lee, K.-S., & Baek, H. (2020). Impact of corporate social responsibilities on customer responses and brand choices. Journal of Travel & Tourism Marketing, 37(3), 302–316. https://doi.org/10.1080/10548408.2020.1746731
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Huong L. P., & Thuan L. T. (2017). Corporate social responsibility—A literature review and future research directions. Can Tho University Journal of Science, 50, 19. https://doi.org/10.22144/ctu.jvn.2017.049
Huynh, C. T. (2022). The role of implementing corporate social responsibility practice on consumers in brand image reinforcement – the case of accommodation business in Khanh Hoa. Tạp Chí Quản Lý và Kinh Tế Quốc Tế, 148, 17–35.
Jalilvand, M. R., Nasrolahi Vosta, L., Kazemi Mahyari, H., & Khazaei Pool, J. (2017). Social responsibility influence on customer trust in hotels: Mediating effects of reputation and word-of-mouth. Tourism Review, 72(1), 1–14. https://doi.org/10.1108/TR-09-2016-0037
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36. https://doi.org/10.1007/BF02291575
Kasim, A. (2004). BESR in the Hotel Sector: A Look at Tourists’ Propensity Towards Environmentally and Socially Friendly Hotel Attributes in Pulau Pinang, Malaysia. International Journal of Hospitality & Tourism Administration, 5(2), 61–83. https://doi.org/10.1300/J149v05n02_04
Kim, J. (Sunny), Song, H., Lee, C.-K., & Lee, J. Y. (2017). The impact of four CSR dimensions on a gaming company’s image and customers’ revisit intentions. International Journal of Hospitality Management, 61, 73–81. https://doi.org/10.1016/j.ijhm.2016.11.005
Latif, K. F., Pérez, A., & Sahibzada, U. F. (2020). Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study. International Journal of Hospitality Management, 89, 102565. https://doi.org/10.1016/j.ijhm.2020.102565
Le, V. H., Nguyen, H. T. T., & Tran, T. T. D. (2024). EFFECT OF HOTEL’S CORPORATE SOCIAL RESPONSIBILITIES ON CUSTOMER ATTITUDES AND PREFERENCES FOR HOTEL BRANDS IN VIET NAM. Journal of Economic Science, 11(1), 19–34.
Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002
Lee, S., & Heo, C. Y. (2009). Corporate social responsibility and customer satisfaction among US publicly traded hotels and restaurants. International Journal of Hospitality Management, 28(4), 635–637. https://doi.org/10.1016/j.ijhm.2009.02.007
Lewis, R. C. (1984). Isolating Differences in Hotel Attributes. Cornell Hotel and Restaurant Administration Quarterly, 25(3), 64–77. https://doi.org/10.1177/001088048402500316
Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2019). How CSR influences customer behavioural loyalty in the Chinese hotel industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1–22. https://doi.org/10.1108/APJML-04-2018-0160
MacCallum, R. C., Widaman, K. F., Zhang, S., & Hong, S. (1999). Sample size in factor analysis. Psychological Methods, 4(1), 84–99. https://doi.org/10.1037/1082-989X.4.1.84
Martínez, P., & Rodríguez Del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89–99. https://doi.org/10.1016/j.ijhm.2013.05.009
Mccleary, K. W., Weaver, P. A., & Hutchinson, J. C. (1993). Hotel Selection Factors as They Relate to Business Travel Situations. Journal of Travel Research, 32(2), 42–48. https://doi.org/10.1177/004728759303200206
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral Perspective on the Consumer (2nd ed.). Routledge. https://doi.org/10.4324/9781315700892
Palihawadana, D., Oghazi, P., & Liu, Y. (2016). Effects of ethical ideologies and perceptions of CSR on consumer behavior. Journal of Business Research, 69(11), 4964–4969. https://doi.org/10.1016/j.jbusres.2016.04.060
Rhou, Y., & Singal, M. (2020). A review of the business case for CSR in the hospitality industry. International Journal of Hospitality Management, 84, 102330. https://doi.org/10.1016/j.ijhm.2019.102330
Robinot, E., & Giannelloni, J. ‐L. (2010). Do hotels’ “green” attributes contribute to customer satisfaction? Journal of Services Marketing, 24(2), 157–169. https://doi.org/10.1108/08876041011031127
Saleh, F., & Ryan, C. (1992). Client perceptions of hotels. Tourism Management. 13(2).
Serra-Cantallops, A., Peña-Miranda, D. D., Ramón-Cardona, J., & Martorell-Cunill, O. (2018). Progress in Research on CSR and the Hotel Industry (2006-2015). Cornell Hospitality Quarterly, 59(1), 15–38. https://doi.org/10.1177/1938965517719267
Spoerr, D. (2021). Factor Analysis of Hotel Selection Attributes and Their Significance for Different Groups of German Leisure Travelers. Journal of Quality Assurance in Hospitality & Tourism, 22(3), 312–335. https://doi.org/10.1080/1528008X.2020.1774032
Su, L., Huang, S. (Sam), Van Der Veen, R., & Chen, X. (2014). Corporate Social Responsibility, Corporate Reputation, Customer Emotions and Behavioral Intentions: A Structural Equation Modeling Analysis. Journal of China Tourism Research, 10(4), 511–529. https://doi.org/10.1080/19388160.2014.958606
Thirumalesh Madanaguli, A., Dhir, A., Kaur, P., Mishra, S., & Srivastava, S. (2023). A systematic literature review on corporate social responsibility (CSR) and hotels: Past achievements and future promises in the hospitality sector. Scandinavian Journal of Hospitality and Tourism, 23(2–3), 141–175. https://doi.org/10.1080/15022250.2023.2221214
Tingchi Liu, M., Anthony Wong, I., Rongwei, C., & Tseng, T.-H. (2014). Do perceived CSR initiatives enhance customer preference and loyalty in casinos? International Journal of Contemporary Hospitality Management, 26(7), 1024–1045. https://doi.org/10.1108/IJCHM-05-2013-0222
Verma, V. K., & Chandra, B. (2018). Sustainability and customers’ hotel choice behaviour: A choice-based conjoint analysis approach. Environment, Development and Sustainability, 20(3), 1347–1363. https://doi.org/10.1007/s10668-017-9944-6
Published
2025-05-22
How to Cite
Huynh, K. (2025, May 22). Examining the Influence of Corporate Social Responsibility perception on Customer Behavioral Intention: The case of the Vietnam’s Hotel Industry. Journal of Tourism and Heritage Research, 8(2), 70-93. Retrieved from http://www.jthr.es/index.php/journal/article/view/632
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