Exploring Corporate Social Responsibility and Ability, and Reputation as Antecedents of the Effects of Relationship Quality on Customer Loyalty in the U.S. Hotel Industry

The goal of this research was to model and test the effects of the interrelationship among corporate social responsibility, corporate ability, and reputation on customer loyalty through trust and customer satisfaction within the U.S. hotel industry. To test the proposed model, this research collected data from 487 respondents in the United States. Using structural equation modeling, our findings indicated that corporate social responsibility and corporate reputation significantly impacted trust and/or customer satisfaction, which, in turn, affected customer loyalty. Corporate ability affected customer loyalty directly. Customer trust fully mediated the relationships between corporate social responsibility and customer loyalty.