ASSESSING CUSTOMER DEMAND and CUSTOMER SATISFACTION through SOCIAL and ENVIRONMENTAL PRACTICES in the HOTEL SECTOR of BANGLADESH

Abstract

This study aims to assess the customer demand and satisfaction through social and environmental CSR practices based on tourist’s perception in Bangladesh hotel sector. Data were collected through the survey questionnaire across the three famous tourist destination cities (Dhaka, Chittagong and Cox’s bazar) of Bangladesh. The valid sample size of this study was 402 and respondents were selected executing systematic sampling technique. Data were analysed through SmratPLS 3.0 software. From the findings, it was found that both social and environmental CSR has a positive association with customer demand, whereas, only social CSR is positively associated with customer satisfaction and environmental CSR has no significant association with customer satisfaction. Also, customer demand positively associated with customer satisfaction.