Corporate Social Responsibility in the Hotel Industry

Running head: CORPORATE SOCIAL RESPONSIBILITY
Corporate Social Responsibility
Name of the Student
Name of the University
Author note

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CORPORATE SOCIAL RESPONSIBILITY
Mohammed, A. and Rashid, B., 2018. A conceptual model of corporate social responsibility
dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart
Journal of Social Sciences, 39(2), pp.358-364.
Literature Review/Synopsis
The corporate social responsibility is one of the core concepts of the hotel industry
wherein this is considered as significant factor in competition along with survival of the
different firms in the organizations. The main essence of CSR is inclusive of customer
satisfaction which helps the companies in becoming more effective in their
approaches(Mohammed and Rashid 2018).
The article discusses about the relationship between the CSR which is inclusive of
economic, legal, ethical and philanthropic aspects along with the customer satisfaction (Fraj,
Matute and Melero 2015). Moreover, CSR helps in indirectly affecting the customer
satisfaction. For example- Calveras (2015), has commented that CSR is a construct which
have many dimensions which is complying of different kinds of rules and regulations which
will address the different responsibilities.
Key Themes
The different key themes which have been discussed in the respective article are as follows:
 Brand image of the hotel industry
 Customer Satisfaction
 Linkage between CSR activities in hotel industry
Research Methodology

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CORPORATE SOCIAL RESPONSIBILITY
The research methodology which have been used in the respective article is
qualitative in nature. The different information relating to the hotel industry along with
linkage with the different corporate social responsibility practices are based on the different
kinds of journals that helped in analyzing the conceptual framework between the CSR
activities and customer satisfaction level as well. Furthermore, as per the equity theory which
are being applied in different hotels, the different customers are termed as the stakeholders
who are more concerned with the economic value of consumption and overall stance of the
entire company as well.
Results
From the methodology and the entire article, this can be analyzed that corporate social
responsibility is becoming one of the major topics which helps in creating long term
relationships with the different clients. Nevertheless, from the analysis this has been analyzed
that the entire research is scarce particularly in the entire hotel industry or sector. Moreover,
the equity theory helped in managing the different economic requirements of the different
customers which will help in indirectly affecting performance of the hotels.
Ettinger, A., Grabner-Kraeuter, S. and Terlutter, R., 2018. Online CSR communication in
the hotel industry: Evidence from small hotels. International Journal of Hospitality
Management, 68, pp.94-104.
Literature Review/Synopsis
The paper helps in examining the impact of the CSR certified hotels which helps in
communicating CSR on the different websites along with the comments of the guests on such
hotels as well. The different kinds of CSR engagement strategies of the information of
stakeholder, response along with involvement of Morsingand Schultz which are being used as