Determination of the role of consumers´ demographic characteristics in the loyalty formation process based on socially responsible aspects
Abstract
Corporate social responsibility (CSR) has become a crucial element in the corporate strategy of hotel companies. One of the main reasons is that the development of such initiatives favors the development of higher levels of customer loyalty. Similarly, customers´ demographic characteristics are a line of research that has traditionally focused the attention of academics since these features are considered useful tools for market segmentation and customers´ characterization. However, few studies have attempted to explore the role of demographic characteristics of consumers in their behavioral responses based on CSR aspects. Thus, the objective of this study is to analyze the role of three demographic characteristics –gender, age and educational level– in a conceptual model that relates customers´ perception of CSR and consumer loyalty. The results reveal that these demographic variables moderate various relationships in the proposed model.
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References
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