How does CSR of food company affect customer loyalty in the context of COVID-19: a moderated mediation model

Responsible Tourism and Hospitality: The Intersection of Altruistic Values, Human Emotions, and Corporate Social Responsibility

The burgeoning tourism and hospitality industry is plagued by numerous challenges that pose significant hurdles to its long-term success and sustainability. These challenges encompass a range of factors, including fierce competitive convergence, rapid obsolescence of innovative strategies, and the relentless pursuit of ever-greater competitiveness in the marketplace. In such a service-oriented industry, where customer satisfaction is the sine qua non of success, the role of corporate social responsibility (CSR) in shaping consumer attitudes and behavior cannot be overstated. Despite this, the empirical evidence on the impact of CSR on brand advocacy behavior among hospitality consumers (BADB) remains somewhat underdeveloped and incomplete. In light of this knowledge gap, the basic objective of our study is to examine the complex interplay between CSR and BADB in the context of a developing country’s hospitality sector. The authors place a particular emphasis on the mediating role of consumer emotions and the moderating influence of altruistic values (ALVS) in shaping this relationship. Through rigorous empirical analysis, the authors demonstrate that CSR positively and significantly impacts BADB, with consumer engagement (CENG) serving as a crucial mediating variable that facilitates this relationship. These findings have significant theoretical and practical implications for the tourism and hospitality industry. Specifically, the authors show that the judicious deployment of CSR initiatives in a hospitality context can foster a positive behavioral psychology among consumers and, in turn, enhance their advocacy intentions towards the brand. This underscores the importance of carefully crafted CSR strategies to secure a competitive advantage in this dynamic and rapidly evolving sector.

Café Food Safety and Its Impacts on Intention to Reuse and Switch Cafés during the COVID-19 Pandemic: The Case of Starbucks

We explored the definition of food safety in the coffee service business during the 2019 coronavirus disease (COVID-19) pandemic because consumer values and decision-making may have been affected by the pandemic. The food safety dimensions are freshness, quarantine, hygiene, and healthiness. We evaluated the effects of café food safety on both the consumer intention to revisit a café and their intention to switch to other cafés. We used the Amazon Mechanical Turk system for data collection. In total, 474 individuals responded to the survey questions. We used the statistical package for the social sciences (SPSS) ver. 20.0 and the analysis of moment structure (AMOS) ver. 21.0. We subjected the definition of café food safety to confirmatory factor analysis and then used structural equations to test the research hypotheses. The four dimensions adequately defined food safety. The results indicated that food safety positively influenced the intention to revisit, although it had no significant impact on the intention to switch cafés. Our findings will assist managers because we identify the implications of food safety for the coffee service business.

Measuring the impact of CSR practices on customer satisfaction during pandemic: a quantitative study in the Philippines

Purpose

This study aims to analyze how consumers perceive the corporate social responsibility (CSR) practices carried out by a local water district in Angeles City, Philippines. The main objective of the study is to investigate how CSR practices influence customer satisfaction. To achieve this, several pieces of literature were mentioned to prove that CSR has an important role to its stakeholders.

Design/methodology/approach

The study used a descriptive and quantitative approach to test the hypotheses. The participants of the study were the residents of the top three barangays in Angeles City, Philippines, in terms of the most consumed water supply, namely: Cut-cut, Pampang and Anunas. Using the Raosoft sample size calculator, the computed sample size was 382 respondents and distributed using stratified sampling. Methodologically, the study used statistical treatment to test all the variables and validated the instrument.

Findings

The result of the study shows that CSR practices significantly impact customer satisfaction. In the test of the degree of relationship between the dimensions of CSR and customer satisfaction, it was found that there is a significant relationship between the two variables.

Research limitations/implications

The future study may explore the relationship between CSR and the resource-based view theory of the firm. The resource-based perspectives are useful to understand why firms engage in CSR activities and disclosure. From a resource-based perspective, CSR is seen as providing internal or external benefits, or both.

Practical implications

The water district must promote social welfare and behave as good corporate citizens; they must spend the resources allocated to CSR initiatives in ways that yield optimum benefits to society as well as to the stakeholders of the company.

Social implications

The paper points out that the water supply industry is one of the most regulated sectors, as the operation requirements are tighter than any other activity. The authors emphasize that water companies must assume special responsibility because their activities are directly related to the use of natural resources, environmental pollution, and public health.

Originality/value

This study used a descriptive-explanatory strategy to determine the significant variables using PLS-SEM. This paper addressed how consumers perceive the CSR practices carried out by the local water district in Angeles City, Philippines.