Hotel Corporate Social Responsibility: Guest Satisfaction, and Repeat Purchase Intention in China's Domestic Hotel Market
type: CreativeWork
description: The fast development of China’s economy in the past two decades has created a series of CSR related problems, for instance, customer and employee rights, environmental pollution, natural resource shortage, and community relations. The effects of these issues on Chinese society have, to a degree, become a focus of a public debate aided by the emergence of the mobile Internet. Consequently corporate social responsibility (CSR) policies are being adopted by a growing number of Chinese companies, including those in the hotel sector. By adopting a composite methodology of qualitative and quantitative approaches, this thesis aims to obtain an understanding of hotel CSR policies in China from the guest’s perspective by identifying their assessments of a hotel’s CSR performance and the impacts that may follow for repeat purchasing intentions of hotel accommodation. Based on a literature review, this thesis first proposed a four dimensional CSR scale, which covers customer, environment, employee and community, and then attempted to measure how customers perceive hotel CSR policies and the relevant consequences for their future patronage of a hotel. Additionally this thesis also introduced for the first time as far as the author is aware, the concept that a guest’s familiarity with CSR is a possible determinant of future repeat patronage. Subsequently a research model was proposed to reveal the influence of hotel CSR policies determining guests’ choice of hotel. A total of 817 valid questionnaires were collected, and the dataset was analyzed by SPSS 19.0 using reliability and validity analysis, exploratory factor analysis, cluster and discriminant analysis, ANOVA, multi-approach regression analysis and structural equation modeling. The followings results were obtained. First, social demographic factors, that is gender, age, education background, occupation, income and marital status do not play significant roles in affecting customers’ purchase intention under the influence o…
abstract: The fast development of China’s economy in the past two decades has created a series of CSR related problems, for instance, customer and employee rights, environmental pollution, natural resource shortage, and community relations. The effects of these issues on Chinese society have, to a degree, become a focus of a public debate aided by the emergence of the mobile Internet. Consequently corporate social responsibility (CSR) policies are being adopted by a growing number of Chinese companies, including those in the hotel sector. By adopting a composite methodology of qualitative and quantitative approaches, this thesis aims to obtain an understanding of hotel CSR policies in China from the guest’s perspective by identifying their assessments of a hotel’s CSR performance and the impacts that may follow for repeat purchasing intentions of hotel accommodation. Based on a literature review, this thesis first proposed a four dimensional CSR scale, which covers customer, environment, employee and community, and then attempted to measure how customers perceive hotel CSR policies and the relevant consequences for their future patronage of a hotel. Additionally this thesis also introduced for the first time as far as the author is aware, the concept that a guest’s familiarity with CSR is a possible determinant of future repeat patronage. Subsequently a research model was proposed to reveal the influence of hotel CSR policies determining guests’ choice of hotel. A total of 817 valid questionnaires were collected, and the dataset was analyzed by SPSS 19.0 using reliability and validity analysis, exploratory factor analysis, cluster and discriminant analysis, ANOVA, multi-approach regression analysis and structural equation modeling. The followings results were obtained. First, social demographic factors, that is gender, age, education background, occupation, income and marital status do not play significant roles in affecting customers’ purchase intention under the influence o…
author: Zhao, Kuan
keywords: Corporate Social Responsibility, Hotel
license: https://researchcommons.waikato.ac.nz/bitstreams/47fa95ed-1e1f-482a-bac4-1f6a78f7d32b/download
date published: 2014
date modified: 2026-07-24T05:57:21Z
provider: University Waikato
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: University of Waikato