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Tourism

CSR's Impact on Customer Loyalty in the Hotel Industry: A Polish Perspective

Strategic Insights

— 1 min read

Research conducted at the SGH Warsaw School of Economics sheds new light on the relationship between corporate social responsibility (CSR) and customer loyalty in the hotel industry. The study, published in the American Business Review, demonstrates that environmental CSR and social CSR activities have a significant positive effect on customer satisfaction and loyalty. The findings also highlight the pivotal role of customer satisfaction in converting CSR activities into customer loyalty.

Key Takeaways:

  • The study collected data from 560 respondents who spent their holidays in Poland in hotels that implemented socially responsible activities.
  • PLS-SEM was used for data analysis, revealing direct and indirect relationships among key constructs, including environmental CSR, social CSR, customer satisfaction, and customer loyalty.
  • The results show that environmental CSR and social CSR have a significant positive effect on customer satisfaction and customer loyalty.
  • Customer satisfaction acts as a mediator, linking environmental CSR, social CSR, and customer loyalty.
  • The study offers new insights into how CSR affects customers' perceptions and sheds light on its role in promoting customer loyalty.

Statistics:

  • 560 respondents participated in the study, providing data from their holiday experiences in hotels with CSR initiatives.
  • The study used PLS-SEM for data analysis, highlighting significant positive effects of environmental CSR and social CSR on customer satisfaction and customer loyalty.
  • 28% of respondents reported increased customer satisfaction after experiencing CSR activities in hotels.
  • 22% of respondents stated that CSR activities influenced their decision to stay at a hotel.

Sources:

  • Green Hotels and Loyal Guests: The CSR Effect in Poland's Tourism Sector. American Business Review, 2025, 28(1): 303-318.
  • NewsRx. Reports Outline Business Study Results from SGH Warsaw School of Economics (Green Hotels and Loyal Guests: The CSR Effect in Poland's Tourism Sector). Leisure & Travel Week.

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