How is Corporate Social Responsibility Linked to Customer Citizenship Behavior? Exploring Pathways Using Social Exchange Theory

This study aims to investigate how corporate social responsibility (CSR) shapes customer citizenship behavior (CCB) in the hotel sector by integrating emotional and relational mechanisms. It examines the mediating roles of customer engagement and customer love, as well as the moderating effect of social customer relationship management (CRM). Using data from 393 hotel customers and Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings show that CSR significantly enhances customers’ emotional bonds and voluntary supportive behaviors toward hotels. The results also highlight the importance of technological and relational factors in reinforcing the CSR–CCB relationship. This study contributes to hospitality and service marketing literature by extending CSR research into emotional and social-technology domains and offering managerial insights for strengthening customer loyalty through responsible practices.