1. CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction Ma2m0209 林怡辰

2. Abstract  Corporate social responsibility (CSR) has become a crucial construct in hospitality companies.  This paper presents a model of influence of CSR on hotel customer loyalty including trust, customer identification with the company and satisfaction as mediators by showing the direct and indirect effects among these constructs.

3. Research model and development of hypotheses  Consumer trust H1: Customer trust will positively influence on customer loyalty.  Customer identification with the company H2: C-C identification will positively influence on customer loyalty.  Customer satisfaction H3: Customer satisfaction will positively influence on customer loyalty.

4.  Influence of CSR associations on C-C identification, trust and satisfaction H4: CSR associations will have a positive direct effect on C-C identification.  CSR associations and customer trust H5: CSR associations will positively influence on customer trust.  CSR associations and customer satisfaction H6: CSR associations will positively influence on customer satisfaction. Research model and development of hypotheses

5.  Identificationand satisfaction H7: C-C identification will positively influence on customer satisfaction.  Identification and trust H8: Customer trust will positively influence on C-C identification.  Trust and satisfaction H9: Customer trust will positively influence on customer satisfaction. Research model and development of hypotheses

6. Conceptual Model

7. Methods  Data collection and sample  non-probability sampling (Trespalacios et al., 2005)  multistage sampling by quotas :  Sax and age  During the period April 4–25, 2011  400 questionnaires, 382 usable questionnaires were returned

8. Methods  Measures  7-point Likert scales  Before the main study, the questionnaire was assessed for content validity from two scholars and sixteen postgraduate students who specializes in hospitality and tourism.

9. Results

10. >0.7 平均變異數萃取量 >0.5 適配指標 >0.9 >0.08 λ >0.5

11. Results 鑑別效度分析

12. Results 結構方程式模式 標準化係數

13. Testing for mediation 完全中介 部分中介

14. Structural model estimation

15. Managerial implications  Although most of our hypotheses are supported, this study has a few limitations that present opportunities for further research.  Test sample only from Spain.  There are other antecedents of customer loyalty such as perceived quality, perceived value and complaint.