Unlocking Loyalty: Exploring CSR’s Influence on Customer Value in the Hotel Industry - A Cross-Country Analysis of Poland and China

Maria Johann; Sanjoy Ghose; Mohsin Shahzad; Ahmed Bostani

doi:10.2478/ijcm-2026-0003

Figures & Tables

Reliabilities, validities, and variance inflation factors of the studies

Constructs	FL		α		rho_A		CR		AVE		VIF
Constructs
Country	PL	CN	PL	CN	PL	CN	PL	CN	PL	CN	PL	CN
CSR
Environmental CSR (ECSR)			0.91	0.84	0.92	0.84	0.93	0.89	0.75	0.62
ECSR1	0.83	0.81									3.90	2.99
ECSR2	0.86	0.73									3.80	2.52
ECSR3	0.83	0.82									3.93	2.19
ECSR4	0.71	0.74									1.58	1.57
ECSR5	0.82	0.80									3.12	1.94
Social CSR (SCSR)			0.78	0.87	0.79	0.88	0.85	0.90	0.54	0.66
SCSR 1	0.78	0.90									1.76	4.36
SCSR 2	0.71	0.88									1.58	4.25
SCSR 3	0.76	0.75									1.66	1.97
SCSR 4	0.79	0.72									1.65	2.11
SCSR 5	0.61	0.79									1.34	1.90
Customer Value (CV)
Quality (CVQ)			0.73	0.88	0.75	0.88	0.83	0.91	0.56	0.73
CVQ1	0.77	0.85									1.71	3.45
CVQ2	0.60	0.81									1.30	2.50
CVQ3	0.70	0.90									2.12	4.22
CVQ4	0.76	0.86									2.02	3.16
Price (CVP)			0.83	0.82	0.87	0.83	0.88	0.88	0.66	0.66
CVP1	0.77	0.77									2.88	1.78
CVP2	0.87	0.87									2.52	2.39
CVP3	0.86	0.79									2.47	1.84
CVP4	0.74	0.80									2.77	1.77
Emotional (CVE)			0.94	0.89	0.94	0.90	0.95	0.92	0.81	0.69
CVE1	0.81	0.82									3.31	2.20
CVE2	0.74	0.84									2.61	2.43
CVE3	0.82	0.79									4.31	1.89
CVE4	0.80	0.85									3.50	2.58
CVE5	0.81	0.85									4.52	2.24
Social (CVS)			0.85	0.83	0.85	0.84	0.91	0.91	0.71	0.66
CVS1	0.86	0.86									2.97	2.76
CVS2	0.89	0.78									3.86	1.82
CVS3	0.70	0.84									1.25	2.62
CVS4	0.88	0.76									3.63	1.84
Reputation (CVR)			0.92	0.92	0.92	0.93	0.90	0.94	0.76	0.77
CVR1	0.89	0.88									3.13	2.87
CVR2	0.86	0.88									2.62	3.20
CVR3	0.85	0.86									2.51	2.69
CVR4	0.89	0.89									3.21	3.44
CVR5	0.86	0.86									2.77	2.91
Customer Loyalty (CL)			0.90	0.84	0.90	0.85	0.92	0.85	0.72	0.60
CL1	0.88	0.82									3.42	2.05
CL2	0.86	0.79									3.09	1.88
CL3	0.85	0.78									2.97	1.99
CL4	0.77	0.79									1.79	1.73
CL5	0.86	0.69									3.04	1.61

Discriminant validity of the studies (HTMT method)

	Poland								China

Constructs	1	2	3	4	5	6	7	8	1	2	3	4	5	6	7	8
1. CL
2. CVE	0.784								0.203
3. CVP	0.628	0.558							0.314	0.659
4. CVQ	0.798	0.810	0.711						0.368	0.143	0.298
5. CVR	0.759	0.784	0.532	0.808					0.703	0.106	0.322	0.225
6. CVS	0.636	0.666	0.578	0.745	0.717				0.684	0.195	0.409	0.302	0.654
7. ECSR	0.606	0.603	0.579	0.722	0.608	0.704			0.441	0.157	0.128	0.604	0.297	0.375
8. SCSR	0.728	0.687	0.688	0.778	0.730	0.800	0.773		0.415	0.160	0.142	0.440	0.231	0.368	0.645

Formative construct evaluation of the studies

	Poland			China

Latent Variables	Outer Weight	T Statistics	P Value	Outer Weight	T Statistics	P Value
Customer Value
CVE -> CV	0.324	43.144	0.000	0.213	5.319	0.000
CVP -> CV	0.179	22.264	0.000	0.262	19.345	0.000
CVQ-> CV	0.176	26.861	0.000	0.248	11.764	0.000
CVR -> CV	0.302	39.945	0.000	0.445	20.784	0.000
CVS-> CV	0.207	25.798	0.000	0.326	20.072	0.000
CSR
ECSR-> CSR	0.630	49.223	0.000	0.546	48.713	0.000
SCSR-> CSR	0.467	45.943	0.000	0.585	41.692	0.000

Respondents’ characteristics

	Poland		China

Variables	Frequency	%	Frequency	%
Total number of respondents	560	100	560	100
Gender
Male	334	59.6	289	51.6
Female	226	40.4	271	48.4
Age group
18 – 24	56	10.0	203	36.2
25 – 34	189	33.7	117	20.8
35 – 44	166	29.6	108	19.2
45 – 54	89	15.8	73	13.0
55 – 64	41	7.2	59	10.5
65 or above	19	3.3	0	0
Educational level
High school graduate or below	6	1.0	0	0
Technical/vocational school graduate	138	24.6	81	14.4
BA degree	111	19.8	292	52.2
MA degree or higher	251	44.8	187	33.4
Monthly household income
Less than 2,500	18	3.2	0	0
2,501–5,000	123	21.9	159	28.3
5,001–7,500	165	29.4	216	38.6
7,501–10,000	158	28.2	134	23.9
Above 10,000	96	17.1	51	9.1

Path coefficient results

Hypothesis	Variables	Beta (β)	T Statistics	P Value	Decision
Direct relationships
H1	CSR -> CV	0.377	10.975	0.000	Accepted
H2	CSR -> CL	0.221	5.760	0.000	Accepted
H3	CV -> CL	0.581	19.275	0.000	Accepted
Indirect relationships
H4	CSR -> CV -> CL	0.219	10.002	0.000	Accepted

Unlocking Loyalty: Exploring CSR’s Influence on Customer Value in the Hotel Industry - A Cross-Country Analysis of Poland and China

Figures & Tables

Figure 1.

Reliabilities, validities, and variance inflation factors of the studies

Discriminant validity of the studies (HTMT method)

Formative construct evaluation of the studies

Respondents’ characteristics

Path coefficient results

Paradigm

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