Exploring the Role of Corporate Social Responsibility and Customer Satisfaction in Fostering Brand Loyalty in Beijing Tourism Service Industry
DOI:
https://doi.org/10.53797/ujssh.v4i1.9.2025Keywords:
Corporate social responsibility, customer satisfaction, brand loyalty, tourism service industry, Beijing cityAbstract
The rapid expansion of Beijing’s tourism industry has intensified competition, prompting companies to adopt Corporate Social Responsibility (CSR) as a strategic tool to enhance customer satisfaction and foster brand loyalty. This study aims to examine the influence of CSR on customer satisfaction and brand loyalty in Beijing’s tourism service sector, while also exploring the mediating role of customer satisfaction. A quantitative research design was employed, utilizing structured surveys to gather data from customers of major tourism companies, followed by Structural Equation Modeling (SEM) analysis to evaluate the relationships among the variables. The findings indicate that CSR has a significant positive effect on both customer satisfaction and brand loyalty, with customer satisfaction mediating the relationship between CSR and brand loyalty. These results underscore the importance of integrating CSR into core business strategies to enhance customer experiences and build a loyal customer base. The study contributes to the existing literature by providing empirical evidence on the dual role of CSR in shaping consumer perceptions and behavior in the context of Beijing’s tourism market.
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