Corporate Social Responsibility (CSR) and Internal Consequences: The Moderating Role of Employees’ Position Levels

Abstract

Before understanding customers’ perceptions of hotel CSR, it is important to understand service providers’ responses to hotel CSR because they are the key person to implement the CSR strategy. Therefore, this study investigates the structural relationship among multidimensional CSR performance, attitude, emotions, and resultant behaviors as perceived by hotel employees. In addition, moderating role of employees’ positional levels in the proposed model is evaluated. The findings show that environmental, ethical, and financial/economic domains consisting of hotel CSR performance effectively explain the resultant behaviors that follow. However, social/philanthropic and legal domains do not have considerable effects. The positions held by hotel employees partially moderate the relationships between the proposed constructs. The results of this study add important insights to the existing literature and help hotel practitioners better understand how multidimensional CSR causes positive attitudes, emotions, and behaviors and how the structural model changes depending on the position levels. These results are achieved by using the newly developed hotel CSR measurement scale, which was made through careful and rigorous six-stage procedures.