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

Authors

  • Dr. Bahman Moghimi (PhD, DBA), Professor Natia Gotsadze (PhD)

Keywords:

Corporate reputation, CSR practices, Branding strategies, Customer satisfaction, Tourism industry, Mixed-methods approach, Mediation analysis, Hypotheses testing.

Abstract

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 implications for industry practitioners.

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Published

2024-06-03

How to Cite

Dr. Bahman Moghimi (PhD, DBA), Professor Natia Gotsadze (PhD). (2024). 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. Onomázein, (64 (2024): June), 1–15. Retrieved from http://www.onomazein.com/index.php/onom/article/view/675

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Section

Articles