Corporate Social Responsibility: The Effect of Green Practices in a Service Recovery

Keywords

corporate social responsibility (CSR), green practices, service recovery, halo effect

Abstract

This research builds on the halo effect of corporate social responsibility (CSR) literature in marketing to provide insight into the positive effect of CSR in a service encounter. Using a company’s green practices as CSR, this research examines how customers’ perceptions of CSR might spill over into their evaluations of the company and behavioral intentions in a service recovery context. The results, from 418 participants of the scenario-based role-playing experiment, indicate that CSR and service recovery have a significant effect on customer satisfaction, trust, word-of-mouth recommendations, and repeat patronage intentions in a casual-dining restaurant setting. Also, an interaction effect suggests that the CSR effect is more pronounced in a positive service recovery compared to a negative service recovery. The findings of this research provide researchers and practitioners with a better understanding of CSR and the positive influence it has on customer responses in a service encounter.

Publication Date

1-1-2017

Original Citation

Albus, Heidi & Ro, Heejung. (2015). Corporate social responsibility: The effect of green practices in a service recovery. Journal of Hospitality & Tourism Research, 41(1), 41-65.

Document Type

Paper

Language

English

Source Title

Journal of Hospitality and Tourism Education

Volume

41

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

This document is currently not available for download.

View via DOI


Share

COinS