EXPLORING MEDIATING ROLES BETWEEN CSR AND CUSTOMER SATISFACTION IN HOTELS

This study investigates the complex relationship between multidimensional corporate social responsibility (CSR) initiatives and customer satisfaction within Malaysia’s dynamic hospitality industry. Anchored in stakeholder theory, the research specifically examines the mediating roles of brand image and corporate reputation in influencing how customers perceive and respond to CSR initiatives implemented by hotel operators. Using empirical data collected from 438 hotel guests in Kuala Lumpur and applying Partial Least Squares Structural Equation Modeling (PLS-SEM), the study analyzes the distinct effects of economic, legal, ethical, and philanthropic CSR dimensions on customer satisfaction. The results reveal that ethical and philanthropic CSR practices significantly enhance brand image, while economic and philanthropic dimensions positively impact corporate reputation. Moreover, legal and ethical CSR initiatives are also found to play a crucial role in strengthening corporate reputation, reflecting the growing importance of socially responsible operations in shaping public perception. Importantly, the findings confirm that both brand image and corporate reputation serve as vital mediators between CSR initiatives and customer satisfaction, highlighting their essential role in building consumer trust, loyalty, and favorable brand evaluations. These insights carry meaningful managerial implications for hotel managers, suggesting that the strategic integration of comprehensive CSR practices, along with active efforts to enhance corporate image and reputation, can substantially boost customer satisfaction, loyalty, and long-term business success in the highly competitive hospitality sector.