CSR Dimensions and Customer Satisfaction: The Mediating Role of Brand Image from the Perspective of the Hotel Industry

Abstract

The concept of corporate social reasonability (CSR) is still considered to be in the initial phases in the research and academic arena especially in Asian developing economies. Current research embraces a more comprehensive and integrated approach with regard to the assessment of CSR dimensions (economic and ethical) on customer satisfaction with a mediating role of brand image. This article investigates the relation amongst CSR dimensions (ethical and economic) intervened by brand image.  Data were collected, from 212 hotels based in Pakistan, and the research model was analyzed by employing the PLS-SEM technique. The statistical findings show that both CSR dimensions (economic and ethical) positively impact firm performances whereas brand image acts a strong mediator among CSR dimensions and customer satisfaction.