The impact of employees’ perceived CSR on customer orientation: an integrated perspective of generalized exchange and social identity theory

Purpose Prior marketing and hospitality studies have largely ignored the role of corporate social responsibility (CSR) in shaping frontline employees’ customer orientation. This study aims to investigate the impacts of employee perceived CSRs on customer orientation in hotel industry. Design/methodology/approach Through an onsite data collection from 642 frontline employees of 14 hotels in China, the moderated mediation model that links...