A study of consumer responses to sustainability strategies in the hotel industry : examining the efficacy of corporate social responsibility
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[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The empirical findings in the current dissertation reveal that corporate associations (i.e., CA and CSR) are a significant antecedent to customer relationship quality (i.e., satisfaction and trust) for the context of this dissertation. As expected, corporate associations exert positive effects on satisfaction and trust within the hotel context. Hence, relationship-based marketing tactics are essential for building mutually beneficial, long-term relationships. While some studies propose that CSR associations directly generate more customer loyalty without requiring the intervention of mediating variables, this study makes a contribution to the field by examining the variables that mediate the link between corporate associations and customer loyalty via satisfaction and trust, as well as the moderating variable of transparency links between CSR associations, satisfaction, trust on customer loyalty.
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