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Islam Tahir,Khan Mumtaz,Ghaffar Abdul,Wang Ying,Mubarik Muhammad Shujaat,Ali Imtiaz Haider,Shahid Zubair Ali,Rehmani Mahmood,Sharma Anshuman 한국마케팅과학회 2023 마케팅과학연구 Vol.33 No.1
This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.