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The Impact of CSR Dimensions on Customer Loyalty, Brand Image, and Satisfaction in the Hospitality and Tourism Sector: The Role of Customer Trust and Perceived Value

Research Article

Authors: Alhassan Fatawu; Vijaya Kittu Manda; Theodore Tarnanidis; Bruno Sousa

DOI: https://doi.org/10.1080/08911762.2025.2557214

Journal Name: Journal of Global Marketing; ISSN: 0891-1762, 1528-6975

Publisher: Taylor & Francis

Volume Number: 39(4)

Journal Paper Link on Publisher Website

Publication Date: September 16, 2025

Pages: 559-583

Abstract: The differential effects of Corporate social responsibility (CSR) dimensions—Environmental Sustainability (ES), Community Engagement (CE), and Ethical Practices (EP)—remain underexplored in the hospitality and tourism industry. This study examines how the CSR dimensions impact customer loyalty, brand image, and satisfaction, and investigates the mediating roles of perceived value (PV) and customer trust (CT) among hospitality and tourism customers in Ghana. A customer sample of 486 participants is picked from select hotels, resorts, and travel agencies. The collected data is analyzed using PLS - SEM. The study finds that CSR dimensions strongly impact customer outcomes. ES and CE increased brand image, value, trust, loyalty, and satisfaction. However, EP negatively correlated with perceived value. The study shows how perceived value and customer trust mediate CSR efforts to meaningful customer outcomes. These findings suggest that companies must focus on functional and psychological CSR benefits to increase brand loyalty and customer satisfaction.

Keywords: CSR; tourism; hospitality;customer satisfaction;environmental sustainability;ethical practices; structurale quation modelling

Cited References: 87

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