It is important to consider factors that influence post-purchase behavior, especially in the highly competitive hotel industry. 13 Andrea Ettinger, Sonja Grabner-Kräuter and Ralf Terlutter, 'Online CSR Communication in the Hotel Industry: Evidence from Small Hotels', International Journal of Hospitality Management. 15 Igor Trišić and others, 'Perspectives on Sustainable Tourism Development in the Hotel Industry — A Case Study from Southern Europe', Sustainability.
The theoretical framework on Corporate Social Responsibility was first developed in the United States in the second half of the 20th century. Internal (such as service quality) and external (such as reputation) factors influence customer satisfaction in the service sector. Social responsibility is sure to grow as the hospitality industry's influence in the area continues to grow.
Due to their ingrained motives, hotel industry stakeholders are eager to take part in green initiatives.
Philanthropic CSR
Companies in the hotel and tourism sector can successfully integrate environmental practices into their strategies in this decade by acting more proactively and proactively. The hotel industry can benefit greatly from green goals in terms of instrumental, relational and moral motivations. Leading hotels around the world are increasingly focusing on sustainability and including it in their business plans34.
Attention to environmental issues through the sustainability initiative began to have an impact on the increase in customer numbers. Companies that participate in charitable efforts give the impression that they are "giving back," which satisfies the "expectation" component of accountability. The agreement between companies and society also shows that, as with individuals, citizens expect companies to be decent corporate citizens.
Low-level charitable efforts, such as modest community service, can be used to accuse a company of being unethical. Companies that actively participate in charitable endeavors, on the other hand, are typically viewed by the public as being excellent corporate citizens. Hotel companies have created CSR programs in conjunction with their charitable efforts to strengthen their competitive climate and improve their reputation among customers.
CP hotels' actions, including sponsorship, contributions, charity, employee volunteering, NGO support, community involvement and project assistance, can increase brand image, generating high levels of positive customer feedback.
Physical quality
Perceived value, according to39, has a direct effect on consumer behavior and on the results of the perception of service excellence. Based on economic value and the theory of consumer behavior40, they define the value perceived by the consumer as indirect value created under external influences.
Staff behaviour
According to theory, good service interactions lead to the spread of positive word-of-mouth, while bad service interactions lead to the spread of negative word-of-mouth. Customer needs extend beyond just welcoming and assisting guests to include the "warmth" and "sincerity" of the welcome as well as the. Service employees must maintain customer relationships; consequently, employee behavior and customer happiness are tightly linked.
Brand attitude
Employee behavior is important in the hotel industry because it affects how customers and workers interact, resulting in a favorable rating. To ensure that participants had been to a hotel before, the survey included many screening questions about previous stay experiences, such as the frequency with which a hotel was used in the previous year and the most recent hotel name. The hotel brand name was then included throughout the questionnaire (eg Koa Surfer Hotel regularly donates to charity, Koa Hotel staff were helpful and friendly).
Measurement
Result
The structural model test findings revealed that customers' perceptions of environmental CSR assistance had a marked impact on their satisfaction, while it had no impact on their revisit intention. This hotel brand makes every effort to reduce pollution from their facility 0.887 This hotel brand uses recycled materials in exterior and interior facilities and amenities 0.894. 0.787 For me, it is good to stay at this hotel that actively practices and promotes CSR activities.
0.916 For me, staying in this hotel that actively implements and promotes CSR activities is valuable. Finally, H6 was rejected by finding that customer satisfaction was not positively related to their intention to return to the hotel brand (b = 0.071, p> 0.05). According to the findings of this study, CSR aspects of hotels are expected to significantly influence customer satisfaction and revisit intention.
Our findings indicated that environmental CSR had an impact on customer satisfaction, but had no significant positive effect on the intention to return. This happens because customer satisfaction is the perception that the customer completely evaluates regardless of whether they actually experience it or not, while intention to revisit is the actual and immediate perception that is evaluated based on what the consumer actually feels. This is consistent with the findings of a previous study by (Wu & Wang, 2014), which found a strong and favorable association between environmental CSR actions and customer satisfaction.
Regarding service quality, it turns out that there is no significant impact on customer satisfaction and review intention, both from physical quality and from staff behavior. Also in brand attitude, it did not have a significant impact on both customer satisfaction and review intention. Regarding hypotheses 1 and 2, the results revealed a strong impact of environmental and philanthropic CSR activity on customer satisfaction, while regarding hypotheses 5 and 6, our findings revealed that brand attitude and customer satisfaction do not have an impact important in the purpose of revisiting.
Theoretical Implications
This is because CSR, which is philanthropic in nature, has a visible direct impact and provides greater social benefits to society. From this study, it shows that customers will be able to return and become loyal customers if the hotel has better CSR activities, rather than better service quality and brand attitude. However, the results of this study suggest that guests' perceptions of a hotel's CSR initiatives do not significantly influence their evaluation.
By demonstrating the influences of CSR-related characteristics on consumer responses to the hotel's brand, this study broadens the scope of CSR research. This study's identification of service-related attributes as the antecedents of consumer responses is another unexpected finding. These results provide credibility 48 hypothesis, which expresses the idea that hotel experiences that guests perceive as sensory, emotional, behavioral and intellectual affect their desire to return by increasing their level of satisfaction with the hotel environment.
This research makes an important contribution to the CSR literature by defining the many roles that physical quality and staff behavior play in the construction of post-purchase consumer attitudes and actions, providing a comprehensive analysis of the elements that determining customer satisfaction, and by emphasizing its consequences. aspects of return intent and customer satisfaction. In the hotel industry, little emphasis is placed on the meaning of service-related characteristics. Academics can conduct an empirical study to determine whether the physical quality and behavior of staff are more effective in achieving behavioral effects in different hotel types.
The findings also revealed that customer satisfaction influences guests' intentions to return to the hotel. Customer satisfaction is essential as it is the precursor to repeat business, word of mouth and customer loyalty, as well. Customer satisfaction is central to the tourism and hospitality sectors because it influences consumers' decision-making processes, including their choice of location, consumption choices and intention to return50.
Managerial Implications
Customer responses to travel and hospitality experiences can vary depending on the type of service provided (eg restaurant, casino, airline and hotel). Based on the results, guests' good reviews of their hotel experiences can have a significant positive impact on their post-purchase behavior. This finding is important because interactions between customers and employees have a significant impact on consumer satisfaction.
Limitations and future Research
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