The Relationship between CSR, PSQ and Behavioral Intentions of Hotel Customers in Bangladesh

In recent years, hotel business became an important business in Bangladesh due to substantial increase of customers in this industry. The reasons can be attributed by the increase in health consciousness and social responsiveness of the customers. But the industry is not in a position to fulfill the demands of the customers. Hence, this study aims at examining the extent of corporate social responsibility (CSR) of the hotels that can influence perceived service quality (PSQ) and behavioral intentions of the customers in this industry of Bangladesh. In order to identify and measure the CSR activities, a quantitative approach has been applied, harnessing a survey questionnaire among the hotel customers in Bangladesh. Three hundred hotel customers from 45 hotels located in Dhaka were interviewed with a structured questionnaire. Data analysis has been performed by using Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. The results of the study confirm that the CSR activities have significant and positive relationship with perceived service quality of the customers. Perceived service quality is also positively associated with the behavioral intentions of the hotel customers. Finally, CSR demonstrated a direct and positive relationship with the customers' behavioral intentions in the hotel industry of Bangladesh