Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables
Abstract
:1. Introduction
2. Literature Review and Hypotheses
2.1. Trust
2.2. Reputation
2.3. Satisfaction
2.4. Loyalty
2.5. Performance (RevPAR)
3. Materials and Methods
3.1. Scales’ Selection
3.2. Research Scenario
3.3. Fieldwork and Data Analysis
4. Results
5. Discussion
6. Conclusions
Author Contributions
Funding
Fondo Europeo de Desarrollo Regional Una manera de hacer Europa |
Conflicts of Interest
References
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Variables/Dimensions/Indicators | Step 1 | Step 2 | ||||
---|---|---|---|---|---|---|
Loadings | ρc | AVE | Loadings | ρc | AVE | |
CSR (When applying CSR, our hotel…) | 0.9113 | 0.7742 | ||||
ECO Economic dimension | 0.9434 | 0.8064 | 0.8326 | |||
ECO1_obtains greater economic benefits. | 0.8705 | |||||
ECO2_tries to achieve long-term success. | 0.8978 | |||||
ECO3_improves its results. | 0.9309 | |||||
ECO4_ensures its survival. | 0.8919 | |||||
SOC Social dimension | 0.9459 | 0.7448 | 0.8948 | |||
SOC1_is committed to the improvement of the welfare of the local community. | 0.8163 | |||||
SOC2_actively participates in social and cultural events. | 0.8243 | |||||
SOC3_plays a role in the society that goes beyond the profit generation. | 0.8931 | |||||
SOC4_provides a fair treatment to our employees. | 0.8821 | |||||
SOC5_provides training and promotion opportunities for our employees. | 0.8647 | |||||
SOC6_helps solve social problems. | 0.8943 | |||||
ENV Environmental dimension | 0.9107 | 0.6304 | 0.9103 | |||
ENV1_collaborates in protecting the environment. | 0.8332 | |||||
ENV2_tries to reduce its consumption of natural resources. | 0.832 | |||||
ENV3_recycles. | 0.8112 | |||||
ENV4_communicates to our customers about its environmental practices. | 0.8303 | |||||
ENV6_conducts annual environmental audits. | 0.7455 | |||||
ENV7_possesses environmental certifications. | 0.7021 | |||||
TRU Trust | 0.9721 | 0.8532 | 0.9721 | 0.8532 | ||
TRU1_The services of our hotel provide a sense of security. | 0.9383 | 0.9384 | ||||
TRU2_We offer quality services. | 0.9322 | 0.9322 | ||||
TRU3_The services of our hotel are a quality guarantee. | 0.9195 | 0.9195 | ||||
TRU4_We are interested in our customers. | 0.9334 | 0.9334 | ||||
TRU5_We are honest with our customers. | 0.9112 | 0.9111 | ||||
TRU6_We keep the promises we make. | 0.9071 | 0.9071 | ||||
REP Reputation (Our hotel is…) | 0.9316 | 0.7731 | 0.9316 | 0.7731 | ||
REP1_a well-known establishment. | 0.8296 | 0.8297 | ||||
REP2_a respected establishment. | 0.8913 | 0.892 | ||||
REP3_an admired establishment. | 0.8944 | 0.894 | ||||
REP4_a prestigious establishment. | 0.9 | 0.8996 | ||||
SAT Satisfaction | 0.96 | 0.8004 | 0.96 | 0.8004 | ||
SAT1_Our customers think that it is nice to stay in our hotel. | 0.9167 | 0.9155 | ||||
SAT2_Our customers like staying in our hotel. | 0.9361 | 0.935 | ||||
SAT3_Our customers think that staying in our hotel is ideal. | 0.8994 | 0.8995 | ||||
SAT4_Our customers see the decision to stay in our hotel as the best choice. | 0.8631 | 0.8632 | ||||
SAT5_Our customers think that they have made the right decision staying in our hotel. | 0.9229 | 0.9232 | ||||
SAT6_Our hotel offers exactly what our customers need for their accommodation. | 0.8248 | 0.8268 | ||||
LOY Loyalty (Our customers…) | 0.9263 | 0.7162 | 0.9262 | 0.7162 | ||
LOY1_choose our hotel as the first option to stay. | 0.7631 | 0.7619 | ||||
LOY2_would not be interested in staying in another hotel of the competition. | 0.793 | 0.7913 | ||||
LOY3_say that they will return to our hotel in the next few years. | 0.9028 | 0.9036 | ||||
LOY4_usually recommend our hotel. | 0.9106 | 0.9115 | ||||
LOY5_usually leave positive comments on the Internet. | 0.8519 | 0.8526 | ||||
REV RevPAR (In the last three years, our RevPAR…) | 0.9535 | 0.8369 | 0.9535 | 0.8369 | ||
REV1_has improved over previous years. | 0.9218 | 0.9221 | ||||
REV2_has improved compared with our competitors. | 0.8734 | 0.8727 | ||||
REV3_has reached our established objectives. | 0.932 | 0.9319 | ||||
REV4_has been satisfactory. | 0.9308 | 0.9314 |
TRU | LOY | REV | REP | ECO | ENV | SOC | SAT | |
---|---|---|---|---|---|---|---|---|
TRU | 0.9237 | |||||||
LOY | 0.5974 | 0.8463 | ||||||
REV | 0.4392 | 0.5971 | 0.9148 | |||||
REP | 0.5981 | 0.6808 | 0.5869 | 0.8793 | ||||
ECO | 0.3568 | 0.3161 | 0.381 | 0.2825 | 0.8980 | |||
ENV | 0.4348 | 0.3128 | 0.3844 | 0.3538 | 0.599 | 0.7940 | ||
SOC | 0.4426 | 0.2161 | 0.2635 | 0.2743 | 0.6072 | 0.7754 | 0.8630 | |
SAT | 0.6671 | 0.8406 | 0.5682 | 0.7197 | 0.2651 | 0.3303 | 0.2336 | 0.8947 |
TRU | LOY | REV | REP | CSR | SAT | |
---|---|---|---|---|---|---|
TRU | 0.9237 | |||||
LOY | 0.598 | 0.8463 | ||||
REV | 0.4391 | 0.5969 | 0.9148 | |||
REP | 0.5985 | 0.6807 | 0.5865 | 0.8793 | ||
CSR | 0.4677 | 0.3237 | 0.3942 | 0.3483 | 0.8799 | |
SAT | 0.667 | 0.841 | 0.5685 | 0.72 | 0.3182 | 0.8947 |
Hypotheses | R2 † | Direct Effect (β) ‡ | Correlation | Explained Variance | T-Statistics (Bootstrap) | Supported |
---|---|---|---|---|---|---|
Trust | 0.2187 | 21.9% | ||||
H1: CSR–trust | 0.4677 *** | 0.4677 | 21.9% | 5.8606 | Yes | |
Reputation | 0.1213 | 12.1% | ||||
H2: CSR–reputation | 0.3483 *** | 0.3483 | 12.1% | 4.4699 | Yes | |
Satisfaction | 0.6063 | 60.6% | ||||
H3: Trust–satisfaction | 0.3825 *** | 0.667 | 25.5% | 3.6842 | Yes | |
H4: CSR–satisfaction | −0.0362 ns | 0.3182 | −1.2% | 0.7933 | No | |
H5: Reputation–satisfaction | 0.5037 *** | 0.72 | 36.3% | 6.3769 | Yes | |
Loyalty | 0.7208 | 72.1% | ||||
H6: CSR–loyalty | 0.0382 ns | 0.3237 | 1.2% | 0.9044 | No | |
H7: Trust–loyalty | 0.0189 ns | 0.598 | 1.1% | 0.3103 | No | |
H8: Satisfaction–loyalty | 0.714 *** | 0.841 | 60.0% | 10.3264 | Yes | |
H9: Reputation–loyalty | 0.142 *** | 0.6807 | 9.7% | 2.6838 | Yes | |
RevPAR | 0.4466 | 44.7% | ||||
H10: Loyalty–RevPAR | 0.3001 *** | 0.5969 | 17.9% | 3.1145 | Yes | |
H11: Satisfaction–RevPAR | 0.0595 ns | 0.5685 | 3.4% | 0.5971 | No | |
H12: Reputation–RevPAR | 0.276 *** | 0.5865 | 16.2% | 3.2005 | Yes | |
H13: CSR–RevPAR | 0.182 *** | 0.3942 | 7.2% | 3.4384 | Yes |
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Mariño-Romero, J.M.; Hernández-Mogollón, J.M.; Campón-Cerro, A.M.; Folgado-Fernández, J.A. Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables. Sustainability 2020, 12, 2961. https://doi.org/10.3390/su12072961
Mariño-Romero JM, Hernández-Mogollón JM, Campón-Cerro AM, Folgado-Fernández JA. Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables. Sustainability. 2020; 12(7):2961. https://doi.org/10.3390/su12072961
Chicago/Turabian StyleMariño-Romero, José Manuel, José Manuel Hernández-Mogollón, Ana María Campón-Cerro, and José Antonio Folgado-Fernández. 2020. "Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables" Sustainability 12, no. 7: 2961. https://doi.org/10.3390/su12072961