Application of Social Identification Processes and Service Dynamics to Corporate Social Responsibility Initiatives and Tourism Consumer Behavior

Abstract

This study explores the effect that socially responsible initiatives have on tourism consumer behavior. The authors based their contribution on two theories that have been identified by previous studies as key to explore the effects of corporate social responsibility on the behavioral responses of various stakeholders toward organizations: the social identification theory and the dynamic of services. To test the validity of this proposal the authors developed a conceptual model relating the perception of a socially responsible behavior by consumers with their level of satisfaction (both affective and cognitive), their degree of identification with the company and level of loyalty. To fulfill these objectives an empirical study based on surveys was conducted. The results show how CSR initiatives have a positive and direct effect on customer identification with the company and customer satisfaction as well as an indirect effect on loyalty. It also shows that their level of identification with the company has a positive and direct effect on consumer loyalty.