Understanding the relationship of CSR on Customer Loyalty via Co-creation and Service Quality

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This study examines the influence of corporate social responsibility (CSR) on customer loyalty in the Indian hospitality sector, focusing on the mediating roles of co-creation and service quality. Data were collected from 564 guests of luxury hotels in Delhi and Jammu and Kashmir and analysed using PLS-SEM. Results indicate that CSR significantly enhances customer loyalty directly (β = 0.358, p < 0.001) and indirectly through co-creation (β = 0.051, p < 0.01) and service quality (β = 0.078, p < 0.001). CSR also significantly predicts co-creation and service quality. All seven hypotheses were supported, highlighting CSR’s importance in strengthening relationships, service quality, co-creation, and customer loyalty.

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