Examining the antecedents and effects of hotel corporate reputation on customers' loyalty and citizenship behavior: an integrated framework

This study combined service quality (SQ), corporate social responsibility (CSR), satisfaction, and trust as antecedents of corporate reputation (CR) to examine how these constructs concurrently influence a hotel's corporate reputation and subsequently customer loyalty and citizenship behavior using data collected in May 2021 on 222 US leisure travelers who stayed at mid- to upscale hotels over the previous two years. Using structural equation modeling (SEM), results revealed that while CSR positively influences a hotel's CR both directly and indirectly (through satisfaction and trust), SQ only exerts an indirect influence (again through satisfaction and trust) on a hotel's CR. Furthermore, CR has a positive influence not only on customer loyalty but also citizenship behavior. These results contribute to our understanding of the antecedents and consequences of hotel corporate reputation (CR), and help further demystify relationships among the tested variables, providing both theoretical and practical implications.