러시아ㆍ유라시아
연구정보
[기업] Exploring the Influence of Corporate Reputation and Image, Mediated by Corporate Social Responsibility (CSR) Practices, on Customer Satisfaction: A Case Study of Georgia Holiday Tourism company in Georgia
조지아 국외연구자료 연구보고서 Pontificia Universidad Catolica de Chile 발간일 : 2024-06-01 등록일 : 2024-06-05 원문링크
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This study scrutinizes the intricate dynamics between corporate reputation, corporate social responsibility (CSR) practices, branding strategies, and customer satisfaction within the tourism sector, employing Georgia Holiday as a focal point. Employing a mixed-methods approach, qualitative interviews with senior managers elucidated nuanced insights, subsequently informing the development of a comprehensive conceptual model. Subsequently, a structured questionnaire facilitated quantitative analysis, culminating in robust findings. Mediation analysis delineated the dual pathways through which CSR practices impact customer satisfaction, both directly and indirectly mediated by corporate reputation and branding strategies. Hypotheses testing affirmed the positive relationships posited, accentuating the pivotal role of CSR practices and corporate reputation in shaping customer perceptions and loyalty. This research extends scholarly understanding of the interplay between these constructs and offers strategic implicationsfor industry practitioners.
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