Abstract Purpose The study aims to estimate the influence of CSR (environmental and social dimensions) on customer value (quality, price, emotional, social, and reputation dimensions) and customer loyalty in the hotel industry in Poland and China. Design/methodology/approach Data was gathered from respondents in Poland (n = 560) and China (n = 560) who spent holidays in hotels with a CSR orientation. The study employs PLS-SEM. Findings The study results show that CSR has a positive influence on both customer value and loyalty. The mediating effect of customer value between CSR and customer loyalty is observed. Furthermore, we find that CSR’s effect on customer value is greater for Polish hotel guests than for Chinese hotel guests. In contrast, the influence of customer value on loyalty is greater for Chinese hotel guests than for Polish hotel guests. Practical implications Based on our study findings, we suggest that hotel managers can design CSR strategies that effectively address the needs of customers from different countries. The study suggests that while CSR influences customer value and loyalty, its effects vary by country, underscoring the importance of tailored CSR practices to enhance customer loyalty. Social implications This research highlights the role of CSR in promoting sustainable practices and building customer loyalty in the hotel industry. Examining customers from two different countries underscores how CSR can bring positive social change and community well-being. Originality The study contributes to the body of knowledge on CSR’s role in the hotel industry from a customer value perspective across countries and provides useful insights into how CSR is perceived in different contexts.
Johann et al. (Fri,) studied this question.