Relationship Between Corporate Social Responsibility and Brand Loyalty in Beijing Tourism Service Industry: Mediating Role of Customer Satisfaction and Brand Identity
DOI:
https://doi.org/10.53797/ujssh.v3i2.18.2024Keywords:
Corporate Social Responsibility, Brand Loyalty, Customer Satisfaction, Brand IdentityAbstract
In the context of Beijing's dynamic tourism service industry, this study investigates the pivotal role of corporate social responsibility (CSR) in enhancing brand loyalty, with a focus on the mediating effects of customer satisfaction and brand identity. The research aims to: 1) analyze the relationship between CSR and brand loyalty; 2) examine the mediating role of customer satisfaction between CSR and brand loyalty; and 3) explore the mediating effect of brand identity between CSR and brand loyalty. Employing a quantitative research methodology, the study surveyed 400 customers across 20 leading tourism companies, utilizing tools such as SPSS and Structural Equation Modeling to analyze the data. The findings reveal a significant positive relationship between CSR and brand loyalty, mediated by both customer satisfaction and brand identity. These results not only reinforce the importance of CSR in cultivating brand loyalty but also highlight how effectively managed CSR practices can elevate customer satisfaction and strengthen brand identity, thereby contributing to sustained business success and competitive advantage in Beijing's tourism market.
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