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Unlocking Loyalty: Exploring CSR’s Influence on Customer Value in the Hotel Industry - A Cross-Country Analysis of Poland and China

Author

Listed:
  • Johann Maria

    (SGH, Warsaw School of Economics - Institute of Markets and Competition, Al. Niepodległości 162, Warsaw, 02-554 Poland)

  • Ghose Sanjoy

    (Sheldon B. Lubar College of Business, University of Wisconsin-Milwaukee, Milwaukee, United States)

  • Shahzad Mohsin

    (LNU-MSU College of International Business (CIB), Liaoning Normal University, Dalian, China)

  • Bostani Ahmed

    (SGH Warsaw School of Economics - The SGH Doctoral School, Al. Niepodległości 162, Warsaw, 02-554 Poland)

Abstract

Purpose The study aims to estimate the influence of CSR (environmental and social dimensions) on customer value (quality, price, emotional, social, and reputation dimensions) and customer loyalty in the hotel industry in Poland and China. Design/methodology/approach Data was gathered from respondents in Poland (n = 560) and China (n = 560) who spent holidays in hotels with a CSR orientation. The study employs PLS-SEM. Findings The study results show that CSR has a positive influence on both customer value and loyalty. The mediating effect of customer value between CSR and customer loyalty is observed. Furthermore, we find that CSR’s effect on customer value is greater for Polish hotel guests than for Chinese hotel guests. In contrast, the influence of customer value on loyalty is greater for Chinese hotel guests than for Polish hotel guests. Practical implications Based on our study findings, we suggest that hotel managers can design CSR strategies that effectively address the needs of customers from different countries. The study suggests that while CSR influences customer value and loyalty, its effects vary by country, underscoring the importance of tailored CSR practices to enhance customer loyalty. Social implications This research highlights the role of CSR in promoting sustainable practices and building customer loyalty in the hotel industry. Examining customers from two different countries underscores how CSR can bring positive social change and community well-being. Originality The study contributes to the body of knowledge on CSR’s role in the hotel industry from a customer value perspective across countries and provides useful insights into how CSR is perceived in different contexts.

Suggested Citation

  • Johann Maria & Ghose Sanjoy & Shahzad Mohsin & Bostani Ahmed, 2026. "Unlocking Loyalty: Exploring CSR’s Influence on Customer Value in the Hotel Industry - A Cross-Country Analysis of Poland and China," International Journal of Contemporary Management, Sciendo, vol. 62(1), pages 39-50.
    • Handle: RePEc:vrs:ijcoma:v:62:y:2026:i:1:p:39-50:n:1003
    DOI: 10.2478/ijcm-2026-0003
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    References listed on IDEAS

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    1. Zakaria Abbass & Omar Benjelloun Andaloussi & Fatimazahra Rais, 2023. "The role of CSR practices in generating consumer perceived value: empirical evidence from Moroccan banking sector," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 19(10), pages 1809-1829, March.
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