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Customer Relationship Enhancements from Corporate Social Responsibility Activities Within the Hospitality Sector: Empirical Research from Vietnam

Author

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  • Le Mong Diem Hang

    (Assumption University (ABAC))

  • David L. Ferguson

    (Cranfield University)

Abstract

Along with their reputational properties, customer bonding relationships can serve to enhance the future success of a business. This paper develops on Cross’ Customer Bonding model. It establishes a statistically relevant, empirical contribution from Corporate Social Responsibility (CSR) in relation to specific stages of customer bonding toward the firm, all from actual customers’ perspectives. For management, this clarifies and validates CSR’s capability toward providing relationship enhancing bonding features within the hospitality sector. CSR is recognized as providing generally notable features toward the consumer’s stay-over experience alongside deeper, value-based contributions. This can serve to enhance a hotel’s name/brand recognition toward the more distinctive reputational contribution of consumer satisfaction.

Suggested Citation

  • Le Mong Diem Hang & David L. Ferguson, 2016. "Customer Relationship Enhancements from Corporate Social Responsibility Activities Within the Hospitality Sector: Empirical Research from Vietnam," Corporate Reputation Review, Palgrave Macmillan, vol. 19(3), pages 244-262, October.
    • Handle: RePEc:pal:crepre:v:19:y:2016:i:3:d:10.1057_s41299-016-0001-4
    DOI: 10.1057/s41299-016-0001-4
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    References listed on IDEAS

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    1. Hongwei He & Yan Li, 2011. "CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality," Journal of Business Ethics, Springer, vol. 100(4), pages 673-688, June.
    2. Longinos Marin & Salvador Ruiz & Alicia Rubio, 2009. "The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior," Journal of Business Ethics, Springer, vol. 84(1), pages 65-78, January.
    3. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
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    Cited by:

    1. Nhat Tan PHAM & Nga VO & Lien H.L. NGUYEN & Huong Minh NGUYEN, 2018. "Why Human Resource Management Should Go Green In Hotels: Internal Benefit Perspective," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1), pages 39-47, November.
    2. Van Huong, Vu & Mai, Yong & Hau, Bui Duc & Cuong, Ly Kim & Van Dao, Le, 2023. "Do firm characteristics in their local context promote corporate ecological and social responsibility? Evidence from a multi-hierarchical analysis," International Review of Economics & Finance, Elsevier, vol. 85(C), pages 722-743.
    3. Minh Nguyen & Jo Bensemann & Stephen Kelly, 2018. "Corporate social responsibility (CSR) in Vietnam: a conceptual framework," International Journal of Corporate Social Responsibility, Springer, vol. 3(1), pages 1-12, December.
    4. Hyewon Youn & Jong-Hyeong Kim, 2022. "Corporate Social Responsibility and Hotel Employees’ Organizational Citizenship Behavior: The Roles of Organizational Pride and Meaningfulness of Work," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    5. Pham Nhat Tan & Phan Quyen Phu Thi & Tučková Zuzana & Vo Nga & Nguyen Lien H.L., 2018. "Enhancing the organizational citizenship behavior for the environment: the roles of green training and organizational culture," Management & Marketing, Sciendo, vol. 13(4), pages 1174-1189, December.

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