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

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[Reference: Suntu Kumar Ghosh, Dr. Nazrul Islam & Amitava Bose Bapi. 92018). The Relationship
between CSR, PSQ and Behavioral Intentions of Hotel Customers in Bangladesh. M - Infiniti (Journal of
Management). Vol. 12(1):50-67]
The Relationship between CSR, PSQ and Behavioral
Intentions of Hotel Customers in Bangladesh
Suntu Kumar Ghosh
Assistant Professor of Marketing
School of Business, Uttara University, Dhaka, Bangladesh
Email: suntu_ghosh@yahoo.com
Dr. Nazrul Islam
Professor, School of Business, Uttara University, Dhaka, Bangladesh
Email: nazrulku@gmail.com
&
Amitava Bose Bapi
Assistant Professor, School of Business, Uttara University, Dhaka, Bangladesh
Email: amitav.bapi@gmail.com
Abstract
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.
Keywords: Corporate social responsibility, Perceived service quality, Consumer behavioral
intention, Consumer studies, PLS SEM, Hotel industry in Bangladesh

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The Relationship between CSR, PSQ and Behavioral
Intentions of Hotel Customers in Bangladesh
1. Background
Most companies are struggling to survive in the current competitive market, as consumer
consumption patterns and perceptions towards organization activities change within developed
countries and increasingly in developing countries. Broadly, consumers and other stakeholders
have started to become more actively concerned about the effects of a company’s activities upon
various aspects of their lives and its performance within the wider community. A company’s
performance is largely judged by its impact on the environment and on society as a whole
(Sheikh and Beise -Zee, 2011). In light of this, alongside other business disciplines, marketing
can be recognized as the discipline which makes connections between the firm and its
surrounding environment (Vaaland et al., 2008).
As a concept and as a discipline of practice, marketing is constantly changing and evolving over
time. From the American Marketing Association’s 2007 definition “Marketing is the activity, set
of institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large”, we can conclude that
marketing’s focus has perhaps shifted from the traditional shareholder and customer orientation
focus towards a boarder more stakeholder-based orientation. According to Maignan and Ferrell
(2004), stakeholders of a company should be considered as partners, with marketers giving more
focus towards stakeholders’ values and norms. Such norms relate to a variety of marketing issues
such as sales practices, environmental protection, consumer rights, product safety, appropriate
information disclosure, the support of local communities, strengthening supplier relationships
and improving the quality of life of consumers and employees, as well as, other actors within the
market place. This can be interpreted as a central aspect of corporate social responsibility (CSR).
CSR, as a construct, includes a number of different aspects, from ethical, environmental, social
and sustainability attributes, which intersect different related concepts of marketing (e.g., societal
marketing, cause-related marketing, environmental marketing, socially responsible buying and
sustainable consumption) (Vaaland et al., 2008). In addition, marketing and CSR both consider
and focus on all of the important stakeholder groups that hold the firm responsible and
accountable for its actions.
In marketing, strategic CSR is particularly important, when compared to other CSR strategic
options (Vaaland et al., 2008). This is due to strategic CSR activity expenditures being viewed as
investments, with expectation that there will be long term returns for the business (Lantos, 2001,
2002). Marketers are therefore required to incorporate and adopt CSR within the development of
their marketing strategy and to encourage CSR to attain relevant marketing objectives (e.g.,
increase sales, brand equity, corporate image, enhance customer preference), in line with
stakeholder values and norms, which can result towards benefitting both companies and their
stakeholders (Grigore, 2011).

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Nowadays, CSR is becoming more regarded as a universal phenomenon (Carvalho et al., 2010)
and gaining greater recognition from both researchers and practitioners alike (Lee et al., 2012).
Within the today’s competitive environment, a number of companies are now actively
participating with CSR activities and integrating their CSR initiatives into corporate strategies.
Lai et al. (2010) noted that most companies today not only pay due attention to CSR issues, but
also actively participate in CSR activities due to the positive recognition effects of CSR
participation and the consequences of CSR omissions upon consumer behavior. To some, the
influence of CSR initiatives on customer attitudes remains subjective and only partially
empirically answered (Poolthong and Mandhachitara, 2009; Aguinis and Glavas, 2012), there is
still scarcity of facts about the reasons why organization involves in CSR activities, what would
be the outcome of CSR policies and actions on organization objectives and consumer behavior
outcomes, and the circumstances under which these outcomes are more or less likely to be
observed. To others, CSR can readily influence consumer perceptions towards value recognition
(Khan et al, 2015; Le and Ferguson, 2016).
Over the last decade in particular, CSR research has been more generally conducted across a
variety of service industries. For example, these have included: financial services (Khan et al.,
2009; Khan et al., 2015; Mandhachitara and Poolthong, 2011;McDonald and Lai,
2011;Poolthong and Mandhachitara, 2009) hospitals (Hansen et al., 2011); travel agencies
(Sheldon, 2011); airline services (Tsai and Hsu, 2008); higher education (Idowu, 2009); mobile
telephone services (Garcia de los Salmones et al., 2005); food services (Lee et al., 2012) ; hotels
(Henderson, 2007;Kabir, 2011; Le and Ferguson, 2016; Lee and Heo, 2009;Matev and
Assenova, 2012; Marin and Ruiz, 2007; Tsai et al., 2010); tourism (Guchait et al., 2011); tour
operators (Dodds and Kuehnel, 2010); life insurance companies (Hsu, 2012); aviation services
(Selvarajh et al., 2012) and theme parks (Holcomb et al., 2010). Moreover, CSR research has
been conducted in several countries. These include the USA (Hansen et al., 2011; Inoue and
Lee, 2011; Lee and Heo, 2009); Canada (Dodds and Kuehnel, 2010); Spain (Garcia de los
Salmones et al., 2005; Marin and Ruiz, 2007); UK (Idowu, 2009); France (Kakabadse and
Rozuel, 2006); Swaziland (Kabir, 2011); Bulgaria (Matev and Assenova, 2012); China (Tsai and
Hsu, 2008); South Korea (Lee et al., 2012); Taiwan (McDonald and Lai, 2011;Tsai et al., 2010);
Thailand (Mandhachitara and Poolthong, 2011); Malaysia (Selvarajh et al., 2012);Vietnam (Le
and Ferguson, 2016); Pakistan (Khan et al., 2015) and Bangladesh (Khan et al., 2009). It is
apparent that CSR is receiving distinctive assessment within theservice industries across the
world, with research emerging regarding the consumer perceptions towards CSR within Asia’s
hotel industry. No CSR research appears to have been conducted upon regarding CSR’s
perceived customer value within South Asia, notably from Bangladesh.
The roles of customer expectations and perceptions of CSR’s activities direct influence upon
perceived service quality (PSQ) have been identified within several studies (Garcia de los
Salmones et al., 2005; Mandhachitara and Poolthong, 2011; Poolthong and Mandhachitara,
2009; Senthikumar et al., 2011). From their survey research, a number of academics have
concluded that service quality leads to customer value and satisfaction, enhanced corporate
image and increased behavioral intentions (Cronin et al., 2000; Dabholkar et al., 2000; González
et al., 2007; Hu et al., 2009). Additionally, when investigating the relationships between service
quality, value, image and satisfaction at a Chinese telecoms company, Lai et al. (2009) found, in
their survey of one thousand customers, that service quality can directly influence perceived

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value and image perceptions and value, with image influencing satisfaction. Corporate image
was also detected as influencing value, with both customer satisfaction and value serving as
significant determinants of customer loyalty.
Although the important aspect of service quality and service quality measurement has received
increasing attention within the marketing literature, there has been limited research that has used
service quality concept for the hotel industry (Wilkins et al., 2007). Research on categorizing
hotel services has shown some distinguishing service attributes within the hotel industry, e.g.,
imprecise standards, short distribution channel, reliability and consistency, face to face
interaction and information exchange and fluctuating demand. This can cause difficulties in the
task of defining, delivering and measuring service quality (Akbaba, 2006). The role of PSQ in
the mind of consumers is a particularly important aspect for hotel industry (Akbaba, 2006;
Kayaman and Arasli, 2007; Tsang and Qu, 2000).
In summary, many service sectors, including hotels, appear to be engaging in CSR. It appears
significant research has been conducted, with some validation of the attraction/satisfaction
influence upon the customer as a service quality dimension. Interestingly though hotel industry
CSR research with respect to service quality and customer behavioral dimension is focused
within the EU and US, with some perceived value perceptions being detected, little to no studies
appear to have explored the PSQ and CSR interrelationships within South Asia’s hotel sector.
This study therefore will seek to explore the role of CSR and PSQ in determining behavioral
intentions of customers within Dhaka’s hotel industry.
Dhaka, as the capital city of Bangladesh, has been undergoing significant development over the
last decade. An expanding middle income domestic population is causing an upsurge in local,
domestic tourism in Bangladesh, and the hotel sector is responding by building new hotels and
accommodation facilities. The number of five-star, four star, and three star hotels are increasing
in Dhaka city, as well as expansions in other major cities of Bangladesh.
Dhaka city has about 45 hotels in the five-star, four-star and three star categories, with a good
number of similar kinds of hotels in the pipeline. Within the next two to five years, around 2,000
new rooms will be added within Dhaka city alone. In Dhaka city, around 80 percent of the hotel's
clientele are business travelers, followed by 10 percent airline crew and 10 percent leisure
travelers.
With the growing hotel sector making a significant contribution to the economic progress of
Bangladesh (Bangladesh Economic News, 2012), CSR activities within this sector could also
help attract foreign customers and contribute in towards an increasing domestic demand within
this sector also (Belal and Owen, 2007).It is still early days for CSR practices within the hotels
of Dhaka. To date, no research has been conducted to examine the roles of CSR with respect to
potential service quality attributes determining behavioral intentions of customers within the
hotel sector of Dhaka. Therefore, it is imperative to assess CSR’s contribution to the
development of behavioral intentions in the Dhaka hotel enterprises, and also to address the
potential influence of CSR initiatives in relation to the perception of Dhaka hotel image and
service quality. This study intends to fill this research gap.

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2. Objective of the Study
A major objective of this study is, therefore, to examine the role of CSR initiatives upon PSQ
and behavioral intentions of the customers from the viewpoint of Dhaka’s hotel industry. The
specific objectives are:
• To investigate the relationship between CSR and PSQ.
• To investigate the relationship between CSR and customer behavioral intentions.
• To help policy makers of the hotel industry to formulate and implement a hotel’s strategic
plan.
3. Hypothesis Development
From the introductory literature review, a number of hypotheses can be developed to help
structure the proposed research study.
3.1 CSR and PSQ
Consumer expectations and perceptions of CSR inventiveness can positively affect consumers’
attitude towards the firm service and it’s PSQ. Several studies found a direct and positive relation
between CSR initiatives and PSQ. Rummel (1999) posited and empirically tested the relationship
between the use of natural and environmental friendly ingredients in body shop and the
customer’s perceptions of its products. Garcia de los Salmones et al. (2005) findings indicated
that there is a direct and positive consequence between consumers’ perceptions of CSR behavior
and their valuation of the service quality. Poolthong and Mandhachitara (2009) found that CSR
expectations have positive and direct effects on PSQ. More recently, Mandhachitara and
Poolthong (2011) investigated the role of customer expectations of CSR activities towards repeat
patronage intentions and attitudinal loyalty within Bangkok’s retail banking sector and found a
positive and significant relationship between CSR and PSQ. Therefore
H1: CSR is positively related to PSQ.
3.2 CSR and Behavioral Intentions
Positive CSR initiatives can stimulate product trails and can enhance repeat purchase. Many
researchers agreed that CSR has a direct and indirect influence on consumer behavior (Berens et
al., 2005; Garcia de los Salmones et al., 2005; Guchait et al., 2011; McDonald and Lai, 2011;
Mohr et al., 2001). In their empirical examination of the role of CSR towards explaining
consumer behavior, Mohr et al. (2001) found that CSR exhibited a profound influence on
consumer purchasing behavior within the US. McDonald and Lai (2011) found that CSR
activities can exert strong, positive effects on customer behavioral intentions towards a bank.
Additionally, investigating the relationships among corporate associations, CSR and consumer
product responses within a financial services company, Berens et al. (2005), found that CSR had
a significant effect on both product attitudes and purchase intentions. More recently, Guchait et
al. (2011) investigated the influence of customer perceptions from CSR upon behavioral
intentions (patronage intentions, switching intentions and word of mouth) within the hospitality
industry. Their findings suggested that the consumer’s behavioral intentions are significantly
affected by the consumer’s perceptions of CSR. Consumers who are interested to purchase
products in the future tend to suggest others buy a product where they, themselves, found the
firm to be positively involved in CSR activities such as health, education, natural resource
management and the development of natural, safer ingredients within the product. Therefore

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H2: CSR is positively related to a customer’s behavioral intentions.
3.3 PSQ and Behavioral Intentions
Positive customer expectations and positive perceptions of service quality can have the combined
effect of positively reinforcing the customer’s behavior intention. Several studies, within
different industries (e.g., banking institutions, mobile communications companies), have
identified a direct and positive link between the service quality and customer’s behavior
intention (e.g., Lai et al., 2009; Nguyen and LeBlanc, 1998; Wang et al., 2003). Hu et al. (2009)
also identified a model that indicated high levels of quality service and superior customer value
leading to high customer satisfaction, enhanced corporate image, and ultimately, improved
customer retention.
H3: PSQ is positively related to a customer’s behavioral intentions.
4. Conceptual Framework of the Study
Based on the relevant literature review and hypothesized relationships, Figure 1 demonstrates the
proposed conceptual model.
Figure 1: Conceptual Framework of the Study
5. Research Methodology
5.1 Data Collection and Sampling Procedures
A self-administered questionnaire (with minor adaptations and modifications) was used to
examine the roles of CSR and PSQ towards determining the behavioral intentions of hotel
customers. A pilot test, based on 50 questionnaires, was conducted among hotel guests within
Bangladesh to assess any insignificant or difficult to interpret indicators so as to ensure that the
wordings of the questionnaire was clear. Some minor revisions were applied to avoid confusion
and to help increase the clarity of the questionnaire within the final study. Reliability analysis
will also be performed to test the internal consistency of each of the items using Cronbach’s
alpha coefficients. As recommended by Nunnally (1978), coefficients higher than 0.70 are
deemed acceptable.
CSR
PSQ Behavioral
intentions
H1
H2
H3

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This research focused on five-star, four-star, and three-star hotel industry segments for three
reasons. First, CSR and service quality is a crucially important aspect of the hotel industry as it
provides a good impression to customer. Second, all three hotel categories meet diversified
domestic and international customer needs and expectations. Finally, to a certain extent, the
customer is prepared potentially to pay an extra premium for a better service experience.
Data was collected from five-star, four- star, and three- star hotels located in Dhaka city from the
peak season December to February. Like many capital cities, hotels within Dhaka can divided
from five through to one-star hotel ratings, with the hotel rating being issued by that national
Bangladesh Parjatan Corporation. Currently, there are sixty-five hotels in Dhaka. Of these, forty-
five (almost 70%) have been recognized as five, four and three star hotels. Of this,
approximately, five (11%) 5-star, three 4-star (6.5%) and thirty-seven (82%) are 3-star hotels
((Hotelcombined, 2012).The target population for the survey related to all the clients who were
staying in the aforementioned hotels during period of research. In selecting target population, it
is assumed that the hotel clients of Dhaka city are more sensitive in service compared to other
regions of Dhaka. There are more than 100,000 clients accessing services from different hotels
operating in Dhaka each and every year (Hotelcombined, 2012). Purposeful client sampling was
initiated whilst conducting interviews with the questionnaire survey.
Partial least squares (PLS), a variance-based structural equation modeling (SEM) method were
used for data analysis. Three hundred sample clients were selected as appropriate for this study.
Hair et al. (2006) suggests that sample sizes within a range of 150 to 400 are appropriate for
PLS- SEM. The reason is that small sample sizes (i.e., less than 150) makes PLS-SEM unreliable
whereas large sample sizes (of more than 400) makes goodness –off-fit measures prone to
suggest a poor fit.
5.2 Measurement and Scaling
All of the measurement items for each of the constructs used within this study is adopted from
previous proven research. The questionnaire was designed within five parts, where each part
independently assessed CSR expectation, PSQ and behavioral intentions respectively, with the
last part measuring basic demographic details of the respondents. Apart from the demographic
information, app items-were measured using a five-point Likert scale.
5.2.1 Corporate Social Responsibility (CSR)
CSR is a diverse concept covering numerous dimensions, with different components
emphasized, depending on the type of service industry and the specific context. Based upon a
new survey application within Bangladesh’s hotel industry, alongside the context of the specific
research design, an 18-item measurement scale related to CSR activities were adopted and
modified from Garcia de los Salmones et al. (2005), Mandhachitara and Poolthong (2011) and
McDonald and Lai (2011) studies. All of these studies were considered suitable following
comparison with other studies. Their section was based on their previous research application fit
within the service sector, their design to collect data directly from consumers, and their
successful use of multivariate analysis techniques (i.e., SEM, MANOVA) within their data
analysis process.

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Within this study, the economic dimension of CSR was not considered as a relevant consumer-
based attribute for assessment. This was based on the assessment that the customer does not
necessarily recognize economic dimensions as explicitly important components of social
responsibility and that customer tend to give more emphasize towards non-economic dimensions
rather than economic dimensions (Garcia de los Salmones et al., 2005). Generally, all items are
measured on a five-point Likert scale from very low (1) to very high (5).
5.2.2 Perceived Service Quality (PSQ)
PSQ has been conceptualized as a multidimensional construct, but it has been operationalized
with different components depending upon the type of hotel service. SERVQUAL is the most
useful instrument for measuring service quality. This study has adopted the Akbaba (2006) 29-
item service quality attribute measurement scale which was developed and used specially for
hotels. Akbaba (2006) prepared a questionnaire adopted from the SERVQUAL instrument and
identified five service quality dimensions named as “tangibles, “adequacy in service supply”,
“understanding and caring”, “assurance”, and “ convenience” to measure service quality in
business hotels. All items were also measured on a five-point Likert scale from very low (1) to
very high (5).
5.2.3 Behavioral Intentions of the Customers
Based on the Zeithaml et al. (1996) definition, behavioral intentions within this study refers to a
hotel customer’s stated likelihood to return to the hotel, speak positive things regarding the hotel,
recommend the hotel to family, friends, and others in the future, spend more time with the hotel
and whether they would be prepared to pay more for their hotel stay. These five items were
adopted as measures for the behavioral intentions construct, based on modifications from the
studies of Han et al. (2009), Ryu et al. (2008), Cronin et al. (2000) and Zeithaml et al. (1996). All
items were measured on a five-point Likert scale.
5.3 Scale Dimensionality and Validation
In order to check scale dimensionality and validation of the four constructs of CSR expectations,
PSQ, corporate image and behavioral intentions, exploratory factor analysis (EFA) and
confirmatory factor analysis (CFA) were conducted. EFA was employed in order to examine the
structure of the data, and where required, to reduce the data. As illustrated in Table 1, according
to EFA results, the percentages of variance ranged from 61.95 percent to 79.95 percent. This is
higher than the suggested verge. The high Cronbach’s alpha results of 0.823 to 0.857 positively
indicate high internal consistency for each of the items.
Confirmatory factor analysis (CFA) was applied in order to test how sufficiently well the
different measured items represent the constructs of CSR expectations, PSQ, corporate image
and behavioral intentions. As a result, CFA tests the co-relational structure of a data set against a
hypothesized structure and, subsequently, rates the “goodness-of-fit”. Several goodness-of-fit
indices (i.e., Chi-Squared test, RMSEA, SRMR, GFI and AGFI) can be applied in order to test
convergent and divergent validity. A summary of the CFA results are shown in Table 2

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Latent construct No. of items Variance explained %
CSR 18 79.95 0.854
PSQ 29 61.95 0.857
Behavioral intentions 5 76.51 0.844
Table 1: Summary of EFA Results
X2
Df X2/df
P value GFI AGFI RMSEA SRMR
CSR expectations
All 18 items included 185.119 71 2.607 0.000 0.911 0.869 0.086 0.076
PSQ
All 29 items included 233.124 91 2.899 0.000 0.902 0.801 0.89 0.087
Table 2: Summary of CFA Results
6. Data Analysis
PLS SEM, a partial least squares variance-based structural equation modeling method is used for
this data analysis purpose. PLS SEM is considered as an appropriate approach in this study
because of its ability to test a series of multiple and interrelated dependence relationship at one
time (Hair et al., 2006). PLS SEM results are distributed into outer relations (or measurement
models), or inner relations (or hypothesis testings).
6.1 Outer Relations (Measurement Models)
As illustrated in Table 3, the loadings of each construct ranges from 0.749 to 0.907. This is
greater than the recommended minimum 0.71 threshold. The critical ratios (C.R.) exceed the t-
value of 1.96 (p<0.05). Since the composite reliabilities are greater than 0.70 and the average
variance extracts (AVEs) range from 0.606 to 0.799, the construct reliability of the measurement
model has been achieved. A summary of the PLS factor loadings and other measurement indices
are shown in Table 3.
6.2 Inner Relations or Hypothesis Testing
Critical ratios at levels greater than 1.96, p <0.05 indicate the significance of the structural path.
Individual R2
values are greater than 0.10 indicate a high relevance for the model. The path
coefficients and their critical ratios for each hypothesized relationship are shown in Figure 2.
Table 4 summarizes the result of hypothesis testing based on PLS analysis.
Construct Loadings Critical ratio
CSR expectation
(AVE=0.690, Composite reliability=0.870, Cronbach’s
alpha=0.776)
Community support (5 items)
Employee relations (4 items)
Product and service-oriented( 6 items)
Environmental support( 3 items)
0.774
0.808
0.813
0.799
24.889
20.828
37.071
19.833

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Perceived Service Quality
alpha=0.784)
Tangibles (8 items)
Adequacy in service supply (8 items)
Understanding and caring (6 items)
Assurance (4)
convenience (3)
0.829
0.851
0.786
0.793
0.789
51.456
25.779
21.236
25.307
19.871
Behavioral intentions
alpha=0.749)
Come back to the hotel in the future
Say positive things about the hotel
Recommend the hotel to friends or my others
Visit the hotel more frequently
Like to pay more for the hotel
0.883
0.907
0.785
0.786
0.749
46.514
70.791
16.784
28.277
18.973
Table 3: Summary of Measurement Models Results
7. Analysis and Interpretations
Fundamental to the success of this research study, all three of the hypothesized relationships
were supported by the analysis of the consumer study data gathered.
CSR was shown to have a positive, significant relationship with both perceived service quality
(B= 0.659, CR=8.722) and behavioral intentions (B= 0.221, CR= 4.108). As core considerations
within this research, both H1 and H2 are supported. Perceived service quality was verified as
illustrating significant relations towards behavioral intentions (B= 0.483; CR=6.204). Therefore,
H3 is supported.
All the significant path relationships verified within this research within Bangladesh is also
supported by previous research studies conducted in other countries. For example, Poolthong and
Mandhachitara (2009) and Garcia de los Salmones et al. (2005) have reported that CSR is
positively related to PSQ. The positive and significant link between CSR and behavioral
intentions is supported by McDonald and Lai (2011). The association between PSQ and
behavioral intentions is demonstrated in the studies of Nguyen and LeBlanc (1998) and Wang et
al. (2003).

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Figure 2: Graphical Model and Results
Hypothesis Independent Dependent CR R2
H1 CSR Perceived service
quality
0.659 8.722 0.434 Supported
H2 CSR Behavioral
intensions
0.221 4.108 0.280 Supported
H3 Perceived service
quality
Behavioral
intensions
0.483 6.204 0.310 Supported
Table 4: Result of hypothesis testing based on PLS analysis
8. Conclusions
Though the interest is growing, research on CSR and behavioral intentions of the customer is still
relatively low. This study builds on existing knowledge within the academic world as there is
general lack of research studies within this area. This study has incorporated CSR, perceived
serviced quality and behavioral intentions into one theoretical framework which indicates the
direct contributions from CSR upon the customer’s perception of service quality (PSQ) and
CSR’s direct influence upon the customer’s behavioral intentions. For practitioners, the findings
of the study will help policy strategy makers of the hotel industry to formulate and implement a
hotel’s strategic plan relevant to Bangladesh. The study has carried out in Bangladesh and data
were collected from five-star, four-star and three-star categories hotel in Dhaka city. So, the
findings will not be generalized for the entire hotel segment in Dhaka. However, there is an
ample scope to conduct further study on this important topic by taking more samples into
account for better and more precise results on these relationships.
CSR
PSQ
Behavioral
Intentions
H3 ( =0.483; CR=6.204)
R2
=0.434
R2
=0.310
R2
=0.280
H2 ( =0.221; CR=4.108)
H1 ( =0.659;
CR=8.722)

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