An Analysis of Structural Path Modelling of CSR Dimensions with the Mediation Effect of Customer Demand and Satisfaction on Revisit Intention

Md. Ibrahim Khalil
MAHSA University, Malaysia.

Rasheedul Haque
MAHSA University, Malaysia.

Abdul Rahman Bin S Senathirajah
INTI International University, Persiaran Perdana BBN Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia..

Shaikhah Al-Ainati
Business Department, College of Business Studies, PAAET, Kuwait..

Hala Alkhatib
Business Department, College of Business Studies, PAAET, Kuwait.

Saif Ahmed
MAHSA University, Malaysia..

Binoy Chowdhury
MAHSA University, Malaysia.

Abstract:

This study investigates the relationship between the three dimensions of corporate social responsibility (CSR) and guests' likelihood of revisiting the same hotel. Corporate social responsibility can be divided into three main categories: Economic CSR, Environmental CSR, and Social CSR. This allows for a more comprehensive examination of the topic. This study employed a quantitative research approach to examine potential causes. Data was collected using a structured questionnaire. A total of 203 participants were randomly selected for the sample. The results clearly demonstrate that customer satisfaction plays a crucial role in connecting economic CSR, environmental CSR, and social CSR with revisit intention. However, it does not serve as a mediator between revisit intention and any other CSR component in the study. The relationships between independent and dependent variables can be observed through direct and indirect means. This research addresses gaps in our understanding of how customer satisfaction and demand mediate the relationship between CSR components, customer satisfaction, and revisit intention. The findings of this study have practical implications for hotel management, as they can be used as a strategic tool to promote CSR. This article provides a thorough evaluation of CSR components and their connection to customer demand, customer satisfaction, and revisit intentions in the Bangladesh hotel industry. It emphasises the importance of customer demand and satisfaction as mediators in this context.