The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust

Abstract

The purpose of this research is to empirically examine relationships between a multi-dimensional set of corporate social responsibility (CSR) initiatives, numerous dimensions of customer trust, and corporate image in an emerging economy. It also analyzes the mediating effect of customer trust on the relationship between CSR and corporate image. This study focuses on two of the most well-known hotel chains situated in Pakistan. Close-ended, self-administered questionnaires were circulated amongst a total of 300 hotel customers. The research data was analyzed using a partial least square-structural equation modeling (PLS-SEM) model. The results revealed that economic, legal, and ethical CSR significantly impacted corporate image, while philanthropic CSR did not affect the corporate image. However, economic, legal, and philanthropic CSRs were found to be in a significant relationship with customer trust, while ethical CSR was not in a significant relationship with customer trust. Finally, customer trust fully mediated the relationship between economic and legal CSR with corporate image, whereas it partially mediated the relationship between ethical and philanthropic CSR. This study is unique from earlier CSR research based on an assessment of the connection between CSR dimensions and corporate image to examine customers’ trust in an emerging economy, especially in times of crisis.

Full text

International Journal of
Environmental Research
and Public Health
Article
The Role of Corporate Social Responsibility and Corporate
Image in Times of Crisis: The Mediating Role of Customer Trust
Chih-Cheng Chen 1, Asif Khan 1, *, Tanaporn Hongsuchon 2,*, Athapol Ruangkanjanases 2, Yen-Tzu Chen 3,
Ornlatcha Sivarak 4and Shih-Chih Chen 5


Citation: Chen, C.-C.; Khan, A.;
Hongsuchon, T.; Ruangkanjanases,
A.; Chen, Y.-T.; Sivarak, O.; Chen,
S.-C. The Role of Corporate Social
Responsibility and Corporate Image
in Times of Crisis: The Mediating
Role of Customer Trust. Int. J.
Environ. Res. Public Health 2021,18,
8275. https://doi.org/10.3390/
ijerph18168275
Academic Editors: Audrey J. Murrell,
Ray Jones, Xiaoping Zhao
and Heesup Han
Received: 14 June 2021
Accepted: 25 July 2021
Published: 4 August 2021
Publisher’s Note: MDPI stays neutral
with regard to jurisdictional claims in
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iations.
Copyright: © 2021 by the authors.
Licensee MDPI, Basel, Switzerland.
This article is an open access article
distributed under the terms and
conditions of the Creative Commons
Attribution (CC BY) license (https://
creativecommons.org/licenses/by/
4.0/).
1Department of Marketing and Distribution Management, College of Management,
National Kaohsiung University of Science and Technology, Kaohsiung 824005, Taiwan; volvic@nkust.edu.tw
2Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand;
athapol@cbs.chula.ac.th
3Department of Information and Learning Technology, National University of Tainan, Tainan 70005, Taiwan;
yentzu@gm2.nutn.edu.tw
4Mahidol University International College, Mahidol University, Nakhon Pathom 73170, Thailand;
ornlatcha.siv@mahidol.ac.th
5Department of Information Management, National Kaohsiung University of Science and Technology,
Kaohsiung 824005, Taiwan; scchen@nkust.edu.tw
*Correspondence: khan_asif04@yahoo.com (A.K.); tanaporn.h@chula.ac.th (T.H.)
Abstract:
The purpose of this research is to empirically examine relationships between a multi-
dimensional set of corporate social responsibility (CSR) initiatives, numerous dimensions of customer
trust, and corporate image in an emerging economy. It also analyzes the mediating effect of customer
trust on the relationship between CSR and corporate image. This study focuses on two of the most
well-known hotel chains situated in Pakistan. Close-ended, self-administered questionnaires were
circulated amongst a total of 300 hotel customers. The research data was analyzed using a partial
least square-structural equation modeling (PLS-SEM) model. The results revealed that economic,
legal, and ethical CSR significantly impacted corporate image, while philanthropic CSR did not
affect the corporate image. However, economic, legal, and philanthropic CSRs were found to be in a
significant relationship with customer trust, while ethical CSR was not in a significant relationship
with customer trust. Finally, customer trust fully mediated the relationship between economic and
legal CSR with corporate image, whereas it partially mediated the relationship between ethical
and philanthropic CSR. This study is unique from earlier CSR research based on an assessment of
the connection between CSR dimensions and corporate image to examine customers’ trust in an
emerging economy, especially in times of crisis.
Keywords:
corporate social responsibility; multi-dimensional CSR; corporate image; customer trust;
emerging economy; times of crisis; smart PLS; mediation
1. Introduction
Corporate Social Responsibility (CSR) describes how a company manages its industry
and takes responsibility for its social impact. Corporate social responsibility encompasses
various characteristics like economic dependence, legal conformity, ethical requirement,
and societal influences [
1
]. CSR has been suggested to benefit the reciprocally advantageous
long-term and reliable relations with its participants [
2
]. Customers are key participants
of a corporation, hence, exploring corporate social responsibility from the perception of
customers has progressively drawn the attention of investigators and experts, especially
in the service industry [
3
]. Furthermore, times of crisis are described as the complex
challenges faced by the companies. These challenges are mostly related to the strategic
focus of the companies in times of economic downturns. According to public opinions,
financial challenges and profit-making ability are deemed as the core aspects of a company
in times of crisis. In contrast, other social challenges and responsibilities of the business are
Int. J. Environ. Res. Public Health 2021,18, 8275. https://doi.org/10.3390/ijerph18168275 https://www.mdpi.com/journal/ijerph

Int. J. Environ. Res. Public Health 2021,18, 8275 2 of 20
important but ignored in previous research, however, these challenges are supported by
some of the previous research papers [4–6].
Consequently, corporations are expected to fulfill ethical and social responsibilities
rather than utilizing them as a differentiating approach to achieve organizational authen-
ticity [
7
]. The growing awareness and insight of CSR initiatives have driven CSR activities
as a competitive strategy between firms.
Corporations consider the use of CSR strategies crucial in determining organizational
objectives for enhancing corporate image (CI) and profitability by recognizing the need
and significance of CSR activities [
8
]. Customers are extra positive to corporations that
enthusiastically publicize their corporate social responsibility programs as compared to
those corporations that would not promote their CSR activities [
9
]. Corporations’ CSR
methods have significantly influenced corporate image in a positive manner and caused
the largest growth in market share [
10
]. Therefore, many corporations have utilized CSR
activities as a distinctive management approach. A corporation’s CSR execution can, as a
result, have both a negative and a positive impact. As CSR becomes essential, both as a key
academic course and a component of the corporate plan, customers are following up on
corporations’ commitment in CSR more enthusiastically than earlier. The corporate image
that is achieved as a consequence from CSR procedures may possibly enhance customer
social accountability conduct and the association among the company and customers [
11
].
Customers will participate actively like the firm’s employee if he/she has an optimistic
image of the corporation [
12
]. Corporate social responsibility additionally operates as a
marketing instrument since it provides to set a constructive corporate image [
1
,
13
,
14
]. Nu-
merous investigations have recognized the growing association concerning corporate image
and corporate social responsibility initiatives. Corporate social responsibility is a crucial
component in enhancing corporate image. Corresponding to a study performed in Korea
confirmed that corporate achievements of financial and legal corporate social responsibility
policies had an immediate and significant impact on the corporate image [
15
]. Moreover, a
significant association between corporate social responsibility and the corporate image was
exhibited to impact market share [
16
,
17
]. To be precise, companies’ legal and ethical status
concludes in a constructive corporate image of the company. Furthermore, companies are
expected to engage in socially responsible endeavors by their customers, and the customers
express their gratitude to the companies’ behaviors by purchasing their products [
18
]. A
few research scholars claimed that customers who believe admirably of companies are
highly prone to engage in long-term relations with those companies [19].
Corporate social responsibility has a significant influence on business interactions
with customers, and disreputable marketing conduct negatively affects the attitudes of
customers, social conduct, and satisfaction. The business and its customers can be deemed
corporate allies and their relationships are significantly influenced by their belief in mu-
tual trust [
20
,
21
]. Furthermore, services industries have to handle several additional
interactions with their customers in comparison to fast-moving consumer goods (FMCG)
industries [
21
]. Therefore, in a service commerce’s competitive framework, businesses can
not merely introduce trust via truthful, and honest communication initiatives, but they
also need to produce trust at each particular interaction phase, which forms a positive
customer experience in the minds of customers, specifically when customers communicate
with the frontline staff [
22
]. Hence, service industries have to build and represent their
dedication to corporate social responsibility policies and programs thoroughly at all the
various interaction points creating the customer experience [
23
]. In addition, the inno-
vative digitalized and linked atmosphere additionally presents customers the likelihood
of networking considerably more immediately with businesses [
24
,
25
]. Moreover, corpo-
rate social responsibility’s relationship with customers and company’s characteristics [
26
]
causes mediation in the relationship between corporate social responsibility programs and
company’s assessments [
27
]. Customers’ trust related to a corporation and its products is
strengthened by the effective execution of CSR initiatives. [
27
]. Although customers’ trust
is an important factor to be examined, yet limited research has been conducted to explore

Int. J. Environ. Res. Public Health 2021,18, 8275 3 of 20
the role of customers’ trust within the framework of CSR. This research has utilized the
rising multi-dimensional view of this construct.
To address the previous research inadequacies of CSR related to the measurement and
conceptualization of CSR and customers’ trust, this research study provides and empirically
examines the research model that integrates the relationships between a multi-dimensional
set of CSR initiatives namely legal, ethical, economic, and philanthropical CSR proposed by
Carroll [
28
] and a numerous dimensions of customer trust containing integrity, experience,
and benevolence, based on trust theory [
29
] and corporate image in an emerging economy.
This research attempts to address at least four key research gaps related to CSR. First, we
examine how CSR helps support corporate image. Second, we explore the relationship
of CSR with customer trust. The third research gap covers the impact of customer trust
on corporate image. This contributes to the fourth research gap, which is built on prior
work by assessing the mediating role of trust on CSR to illustrate the influence of corporate
social responsibility on corporate image.
2. Theoretical Background and Hypotheses Development
2.1. Corporate Social Responsibility (CSR) and Corporate Image (CI)
Carroll [
28
] conceptualized the CSR model by proposing to integrate four account-
abilities: economic (delivering required products and services), ethical (implementation
of the ethical conduct), legal (compliance to policies), and philanthropic (participating in
volunteer activities). Furthermore, Carroll [
28
] stressed that the advantages gained by the
company from CSR might also impact its stakeholders. A stakeholder can be described
as “an entity or a group which might impact or is impacted by the fulfillment of the
corporation’s objectives” [30].
CI, achieved by the company’s performance towards CSR initiatives, can be defined
as the subjective view of customers related to the performance in terms of the stakeholders’
societal concerns [
8
]. Corporate image is characterized as the reaction to the amount of
trust, concepts, and thoughts the communities have in the direction of a corporation [
31
].
Furthermore, it is also related to the stakeholders’ perception regarding the necessary
measures taken by the company for the betterment of its stakeholders. Corporate image is
an intangible asset that can improve customers’ behavior intention including customers’
need fulfillment, commitment, and repurchase intention to endorse [
8
]. Corporate Image is
significant for achieving trade gains, hence the significance of social accountability in terms
of establishing an optimistic image of a corporation is enhanced [
32
]. CSR integrates CI in
the minds of customers and a positive corporate reputation is achieved. A corporation’s
reputation is a critical tactical source for achieving viable gain [
33
]. On the Contrary, not
implementing corporate social responsibilities can eventually cause an adverse impact on
the company. Previous research suggested that companies that honestly take measures for
their social responsibilities and provided an optimistic image to their stakeholders were
further expected to generate strong financial outcomes [
34
]. Effective CSR implementation
can be achieved by the active simultaneous participation of external and internal stakehold-
ers; hence it can enable a company to forecast and take benefit of rapidly changing social
environments and beliefs. Service firms, like any other company, are required to be in
harmony with sociocultural, socioeconomic, and environmental activities. Earlier studies
confirm the relationships among corporate social responsibility and corporate image by
verifying that a company’s corporate social responsibility methods significantly impact
the company’s image, consumer attitudes and the company’s ([
8
,
11
,
35
]. These initiatives
additionally enhance relations among the customers and the company [
10
,
36
]. Park et al. (2014)
have claimed that a company’s realization of legal and economic corporate social responsibility
activities had a significant impact on a company’s reputation, however, both philanthropic
and ethical corporate social responsibility activities had a significant impact. Plewa et al. [
11
]
presented that acquaintance of customers with a company’s Corporate Volunteering (CV)
initiative is significantly associated with customer insights of the corporate image and
customer acknowledgment of other placed motivations, furthermore, customers’ percep-

Int. J. Environ. Res. Public Health 2021,18, 8275 4 of 20
tions of a company’s corporate social responsibility reputation are significantly associated
to the company’s image. Consequently, it can be inferred that corporate social responsi-
bility initiatives can improve a firm’s corporate image for shareholders. In the research
studies related to hospitality, Kim et al. [
10
] uncovered that each element of corporate
social responsibility (ethical, economic, philanthropic, and legal) with the exception of legal
accountability had a significant impact on the CI in the casino business. Ghaderi et al. [
37
]
confirmed that each aspect of corporate social responsibility has direct and positive effect
on the performance of the hotel.
Previous research on corporate social responsibility uncovered that corporate social re-
sponsibility has a significant association with corporate image, suggesting the utilization of
corporate social responsibility as the instrument to improve corporate image. In additional
words, when service suppliers operate well at corporate social responsibility, customers
will create a constructive impression of them. This mutual association has been endorsed
by current literature [
38
–
41
]. Popoli [
42
] also assert that corporate social responsibility has
a significant impact on improving customers’ views on a corporation’s image. According
to Hillenbrand, Money, and Pavelin [
43
], an improvement in the company’s image might
be a consequence of a company’s philanthropic contributions, in that case, if the initiative
and motivations related to the donation are perceived as optimistic. Additionally, for a
company to achieve a responsible corporation reputation, the company is necessary to
be viewed as a well-behaved corporation by its stakeholders (i.e., being professional in
conducting company’s interests, transparent, sustainable, and reduce adverse social effects)
and with decent intentions (i.e., being reliable, honorable, and honestly care about the
people).
B. Kim, Lee, & Kang [
44
] hypothesized that corporate social responsibility perfor-
mances have a significant impact on company reputation in the framework of tourism.
Lee, Kim, & Ham [
45
] uncovered that CSR affects brand trust and brand image. Thus,
it is evident from the empirical and theoretical perspective that if the CSR initiatives are
perceived optimistically by the stakeholders, they might be more favorable in leading
towards the corporate image. Hence, established on Carroll’s [
28
] four corporate social
responsibility aspects and the previous study, we recommend the following hypotheses.
Hypotheses 1a (H1a).
Economic (CSR) positively influences corporate image (CI) in times of crisis.
Hypotheses 1b (H1b). Legal (CSR) positively influences corporate image (CI) in times of crisis.
Hypotheses 1c (H1c).
Ethical (CSR) positively influences corporate image (CI) in times of crisis.
Hypotheses 1d (H1d).
Philanthropical (CSR) positively influences corporate image (CI) in times
of crisis.
2.2. Corporate Social Responsibility and Customer Trust
Customer trust is the topic of significant efforts to describe it. For Barber (1983) trust
is defined as a group of “socially realized and verified beliefs” that individuals have of
other individuals or organizational bodies. Trust builds as a consequence of a company’s
belief that the trustee is trustworthy, sincere, and compassionate [
46
]. According to the
customer’s perspective trust can be defined as the customer ’s belief that a company will
operate based on the expectations concerning its capability, goodwill, and integrity. Trust is
perceived as a multidimensional concept [
47
], though most of the time it has been theorized
and operationalized as a unidimensional global concept [
27
,
48
]. The customers and brand
can be deemed corporate partners, whose relationships are impacted by their individual
opinions of shared trust [20]. Consequently, trust can be described as the belief that every
corporate partner should perform with reliability and trustworthiness throughout their
collaborations. Conventionally, numerous researchers have recommended reliability and
integrity as essential dimensions of trust. Moreover, corporate partners are prone to build
trust by staying trustworthy, altruistic, and benevolent [
21
]. In this research study, the three-
dimensional description of customer trust proposed by Mayer & Davis [
47
] is adopted,
which comprises integrity, expertise, and social benevolence.

Int. J. Environ. Res. Public Health 2021,18, 8275 5 of 20
The viewpoint regarding the dearth of devious conduct between corporate partners is
likewise vital for trust advancement, as is the viewpoint that the brand works reasonably,
accountably, and conscientiously for its customers [
20
]. Various researchers have demon-
strated that customer assessments that the business performs in a socially accountable
way are significantly associated with customer trust in that business [
49
–
51
]. Analyzing
customer experiences of corporate social responsibility, Vlachos et al. [
52
] recommended a
framework linking customer opinions of the business’s motivations for accepting corporate
social responsibility measures to customer trust. Generally, socially accountable conduct is
crucial, since a business, which is recognized as socially conscientious is further expected
to be trustworthy by its customers [
51
]. Similarly, in the service industry, García de los
Salmones et al. [
53
] discovered that the ethical conduct of a customer services business has
a significant influence on customer trust. Furthermore, Choi and La [
54
] uncovered that
corporate social responsibility has a significant effect on customer trust in several service
industries including financial services, restaurants, and airlines. In the hotel business,
Martínez and Rodríguez del Bosque [
50
] offered statistical proof of a significant impact of
corporate social responsibility on customer trust.
A community’s ethical view regarding the company is vital to construct a reliable con-
nection, hence companies are more motivated to engage in socially responsible programs to
express their dedication to the community [
55
]. According to Kim et. al [
56
], CSR is found
to be one of the top approaches to stimulate trust in customers. Trust can be described
as “the belief of ethically acceptable behavior” [
57
]. Firms, engaged in CSR initiatives,
discovered CSR to deliver advantages like customer loyalty, customer satisfaction, good
image, and high market value [
48
]. Performing company functions in an ethical fashion
affects the complete image of the company’s products or services and enhances customer
trust [
58
]. An optimistic view of the company concerning CSR will impact consumer trust.
Trust in a service industry is greatly linked to experiences of service provider’s honesty,
integrity, and morality [
54
]. Paine [
59
] asserts that devotion to moral norms offers the
foundation for trust that improves to create repute, and strengthens the supply of value
services. Similarly, ethical conduct by the staff of a business has a significant influence on
customer trust.
These research studies provide evidence that CSR initiatives must place trust in the
minds of customers’ regarding the company’s societal concern intent to engage in CSR
initiatives to establish a positive impact on corporate image. In the model (Figure 1), the
three types of trust are positioned as mediators of the effects that the four types of CSR
initiatives have on corporate image.
Hypotheses 2a (H2a). Economic (CSR) positively influences customer trust in times of crisis.
Hypotheses 2b (H2b). Legal (CSR) positively influences customer trust in times of crisis.
Hypotheses 2c (H2c). Ethical (CSR) positively influences customer trust in times of crisis.
Hypotheses 2d (H2d).
Philanthropical (CSR) positively influences customer trust in times of crisis.
2.3. Customer Trust and Corporate Image
The collaboration among employees and customers to produce an image must turn
out to be an attractive study. According to a research finding, service companies like hotels
were indicated as brands. Consequently, the values of a company are characterized by
brands. Corporate image is an element of the argument regarding brands [
60
]. Based
on this argument it can be underlined that whenever an employee presents a brand via
collaborative initiatives with customers, the view regarding the company’s image can be
influenced. Service companies like hotels perform corporate image by agents of supervisors
in conveying and delivering services to customers [
61
]. The managers and employees of
the company deliver values to customers which in turn becomes optimistic impressions
and beliefs [61,62].

Int. J. Environ. Res. Public Health 2021,18, 8275 6 of 20
Figure 1. Theoretical Framework.
Trust is an essential concept in several academic disciplines, particularly in theories
related to marketing and organizational management. In a provided exchange association,
trust is described as the degree of trustworthiness ensured by the service provider to the
customer, and it was demonstrated to be a vital aspect in retaining a constructive connection
between the business and the customer in marketing. Customer trust is regarded as
customers’ trustworthiness about a business that is defined by a business’s ability to
genuinely fulfill the promises made to the customers. Since the corporate image is created
by trustworthy initiatives of a company, hence, trust is deemed as a critical element in the
success of a business. Providing agreed value is crucial to developing an optimistic repute.
As trustworthiness is fragile, there is a great effort to recapture trustworthiness after it is
lost [
63
]. Trust was additionally discovered to be the antecedent component of corporate
image [15,63].
The hotel industry’s psychological image can be described by several methods, com-
prising trust, favorability, status, and recognition. Corresponding to the opinion of the hotel
managers the corporate image is exhibited by the customers’ trust in the hotel [
60
]. It is
also found that the hotel management finds trust to be a major factor for attracting visitors
to the hotel. Hence, it implies that each hotel should be able to develop a psychological
understanding of the attitudes of customers so that they can be motivated to experience
the same brand one more time [
64
,
65
]. Privacy and safety are found to be vital factors
in determining trust in a hotel. Hence, managers at a hotel are found to be paying close
attention to ensuring the privacy and security of customers [60].
Based on the following discussions it can be proposed that:
Hypothesis 3 (H3).
Customer trust has a significant association with the corporate image in times
of crisis.
2.4. Mediating Role of Customer Trust
If a company is trusted by the customers, the customers would be more committed to
facing risks, and therefore, this risk-taking conduct would have certain constructive conse-
quences on the business [
29
]. A company’s CSR initiatives are found to be an important
factor in deciding the perception of customers’ trust in the company. By participating in
CSR programs, a business demonstrates to customers that it is concerned regarding the

Int. J. Environ. Res. Public Health 2021,18, 8275 7 of 20
outcomes of its actions (benevolence) and supports some key values, such as reducing its
adverse impacts on the community and the ecosystem (integrity) [66].
Consumer trust is influenced by the presence of principles that the customers and
the company communicate. Concerning CSR programs, this conduct offers knowledge
about business personality and principles, and it is valuable for boosting overall trust in
the direction of the company [
50
]. As Hosmer [
67
] reveals, by introducing ethical and trust-
worthy values into businesses’ tactical decision-making practices companies can improve
the trust of all shareholders, as well as customers. The view that a business is moral and
trustworthy promotes trust-based relations established in the principle that each exchange
partners’ activities will be plausible ahead of any legal or contractual limitations [
51
]. In
an endorsement of this viewpoint, Pivato et al. [
48
] additionally recommended that “the
establishment of the trust is one of the greatest direct outcomes of a business’s societal func-
tioning” or the direct or highly immediate consequence of CSR actions. Social relationships
have been implemented primarily via customer trust in marketing relationship studies.
Trust has been identified as the presence of a connection where one associate that is the
customer in this study, trusts in the other associate that is the hotel in this study in terms
of integrity and reliability [
3
,
68
]. Additionally, customer experiences of trust correlate to
the business’s thoughtfulness and reliability beyond its competence [
69
]. Therefore, it has
been indicated that a business’s real commitment to corporate social responsibility actions
concerning its customers is useful for enhancing overall trust and decreasing distrust for the
business [
52
]. Moreover, studies by Nicki [
3
], Swaen and Chumpitaz [
51
], and Garcı
´
a de
los Salmones et al. [
53
] discovered a significant correlation between a business’s corporate
social responsibility and customer trust in the service industry indicating that trust is the
direct or most immediate result of a business’s CSR initiatives.
According to the results of the study by Triatmanto et al [
60
] respondents approved
that the psychological insight of the corporate image was certainly perceived as trust,
awareness reputation, and favorability. Trust was found to be the most vital indicator
from the four mentioned indicators, which was viewed optimistically by the respondents,
indicating that in the hotel business, customers are more involved with hotels that are
perceived to be trustworthy. Safety and privacy offered by a hotel can earn the trust of a
hotel [
70
,
71
]. According to the model (Figure 1), the customers’ trust is placed as a mediator
of the impacts that the CSR programs have on corporate image:
Hypotheses 4a (H4a).
Customer trust mediates the association between economic CSR and
corporate Image.
Hypotheses 4b (H4b).
Customer trust mediates the association between legal CSR and
corporate Image.
Hypotheses 4c (H4c).
Customer trust mediates the association between ethical CSR and
corporate Image.
Hypotheses 4d (H4d).
Customer trust mediates the association between philanthropic CSR and
corporate Image.
3. Methodology
Sample and Procedure
This study focuses on two of the most well-known hotels situated in Pakistan. A total
of 300 hotel customers staying in Peshawar and Islamabad cities were selected. Close-
ended self-administered questionnaires were circulated amongst the customers. Instead of
requesting respondents merely whether they approve an opinion statement, the research
paper used Likert scale items, in which the customers were requested how strongly they
approve or disapprove with it, typically on a 7-point measure from 1 (=strongly disagree)
to 7 (=strongly agree), with 4 demonstrating a neutral category.
A pretest will be conducted by a sample of 50 customers located in Peshawar city.
Corporate social responsibility will be assessed by items recommended by [
10
] however, the

Int. J. Environ. Res. Public Health 2021,18, 8275 8 of 20
items to measure Corporate image was applied from Chowdhury et al [
72
] and Kim et al [
10
]
research study. Furthermore, McKnight et al [
46
] methodology was used to measure customer
trust. The questionnaire is shared in the Appendix A. The hypothesis of this study will be
tested using a structural equation model.
4. Data Analysis
Partial least squares (PLS) measurement was conducted using two measures. In the
preliminary phase, the reliability and validity evaluation was conducted, whereas, in
the next phase, the path coefficients and the structural model’s explanatory power were
analyzed and evaluated. The purpose of the two phases mentioned was to verify the con-
struct’s reliability and validity, including checking the relation among the
constructs [73,74].
PLS has been applied and deemed as the finest tool for demonstrating the causal collab-
oration among constructs and consequently can handle model measurement items and
construct variables simultaneously [
75
]. Moreover, because PLS uses simpler factors to
measure the randomness and normality of the variables, it is found to be perfect for re-
viewing the association among constructs in the distribution of the irregular results. It also
shares the advantages of assessing prediction models possessing dynamic qualities [
76
].
PLS was therefore considered to be more appropriate for this study as compared to other
SEM analysis methodologies to assess the relations between construct variables, eradicate
measurement errors, and prevent collinearity.
4.1. Convergent and Discriminant Validity
The associated external model measurements contained the internal consistency of
every measurement item, the convergent validity, reliability, and differentiating validity
of each layout. Employing an applicable loading of queries, the reliability of the results
was analyzed. Factor loading’s threshold value of individual reliability was considered to
be 0.6 [
77
]. Individual reliabilities were based on this threshold value. All the observed
variables in the study adhered to the criteria and went through the elimination process.
Table 1shows the composite reliability of each construct. The composite reliability (CR)
values of all the variables were found to be higher than 0.7 [
78
] and suggested that the
construct was adequate.
The factor loading, composite reliability, and the average variance extracted AVE
factors for all construct variables were studied. A construct would be considered to possess
an acceptable convergent validity if its related indicators were possessing values greater
than 0.5 [
79
]. Table 1reveals that the AVEs in this analysis is between 0.591 and 0.835 for
hypothetical construct variables, suggesting that there is substantial convergence.
Discriminatory validity was utilized as a measurement to analyze the discrimination
among different constructs and items. According to the results demonstrated in Table 2, the
factor loading of each item exceeds the factor loading of other constructs, hence indicating
possessing a fair discriminant validity [80].
The quality assessment of the model was done by measuring the Goodness of Fit
(GOF), which was analyzed using Tenenhaus et al. [
81
] proposed model, calculated as
follows:
GOF =pAVE ×qR2=√0.726 ×0.697 =0.711
Corresponding to the above-mentioned formula AVE is measuring the average vari-
ance, while Rsquare is the coefficient of determination. According to the outcome, the
GOF is 0.711, which achieves the 0.28 cut-off standards for a large impact size [82].

Int. J. Environ. Res. Public Health 2021,18, 8275 9 of 20
Table 1. Convergent validity.
Construct Item Code Factor
Loading
Cronbach’s
Alpha
Composite
Reliability
Average Variance
Extracted (AVE)
Economic CSR
ECO1
ECO2
ECO3
ECO4
0.821
0.883
0.876
0.862
0.884 0.920 0.741
Legal CSR
LEG1
LEG2
LEG3
0.833
0.889
0.879
0.835 0.901 0.753
Ethical CSR
ETHI1
ETHI2
ETHI3
0.888
0.924
0.891
0.885 0.929 0.813
Philanthropical
CSR
PHI1
PHI2
PHI3
0.803
0.790
0.675
0.870 0.920 0.793
Corporate
image
CI1
CI2
CI3
CI4
CI5
CI6
CI7
CI8
CI9
CI10
0.735
0.756
0.809
0.786
0.830
0.832
0.745
0.705
0.719
0.759
0.923 0.935 0.591
Integrity
INT1
INT2
INT3
INT4
0.870
0.917
0.924
0.918
0.929 0.949 0.824
Expertise
EXP1
EXP2
EXP3
0.898
0.936
0.907
0.901 0.938 0.835
Benevolence
SOC1
SOC2
SOC3
0.911
0.909
0.851
0.870 0.920 0.794
Customer trust
Integrity
Expertise
Benevolence
0.926
0.907
0.866
0.944 0.952 0.666
Furthermore, standardized root mean square residual (SRMR) is characterized as the
distinction between the studied relationship and the framework indicated relationship
matrix. Hence, it lets evaluating the mean of the differences among studied and anticipated
relationships as an indisputable scale of model fit standard. Consequently, if the model has
an SRMR value of less than 0.08 it has a good model fit [
83
]. Henseler et al. [
84
] propose
the standardized root mean square residual as a GOF gauge for PLS-SEM, which can be
utilized to prevent model error. Additionally, Bentler-Bonett Normed Fit Index (NFI) is a
phased gauge of GOF for a research model that is not influenced by the model’s number
of factors. The Normed Fit Index is the difference of 1 and Chi
2
divided by the model’s
Chi
2
. Thus, the Normed Fit Index scores values between the range of 0 and 1. Normed Fit
Index values exceeding 0.9 normally signify a satisfactory fit. According to the findings
of smart PLS, the value of SRMR and NFI were 0.034 and 0.951, respectively. Given that
SRMR < 0.08 and NFI > 0.90 the model is significant.

Int. J. Environ. Res. Public Health 2021,18, 8275 10 of 20
Table 2. Standardized factor loadings and cross-loadings of the outer model.
Economic
(CSR)
Ethical
(CSR)
Legal
(CSR)
Philanthropic
(CSR)
Customer
Trust
Corporate
Image
ECO1 0.821 0.249 0.344 0.298 0.293 0.432
ECO2 0.883 0.247 0.403 0.320 0.326 0.502
ECO3 0.876 0.291 0.378 0.354 0.382 0.565
ECO4 0.862 0.321 0.433 0.374 0.405 0.595
ETHI1 0.298 0.888 0.477 0.622 0.540 0.508
ETHI2 0.263 0.924 0.507 0.643 0.546 0.535
ETHI3 0.317 0.891 0.596 0.696 0.567 0.594
LEG1 0.468 0.562 0.833 0.677 0.642 0.740
LEG2 0.391 0.505 0.889 0.665 0.599 0.669
LEG3 0.318 0.452 0.879 0.681 0.638 0.635
PHI1 0.342 0.696 0.714 0.905 0.652 0.629
PHI2 0.369 0.630 0.670 0.893 0.688 0.650
PHI3 0.342 0.619 0.696 0.874 0.726 0.663
EXP1 0.328 0.495 0.612 0.657 0.816 0.592
EXP2 0.311 0.499 0.598 0.633 0.838 0.579
EXP3 0.341 0.458 0.570 0.605 0.833 0.545
INT1 0.313 0.533 0.587 0.634 0.812 0.608
INT2 0.332 0.433 0.578 0.590 0.829 0.587
INT3 0.347 0.456 0.575 0.606 0.860 0.560
INT4 0.348 0.561 0.634 0.663 0.862 0.625
SOC1 0.375 0.510 0.538 0.624 0.735 0.574
SOC2 0.368 0.494 0.598 0.641 0.768 0.590
SOC3 0.316 0.552 0.608 0.666 0.804 0.604
CI1 0.490 0.521 0.650 0.567 0.537 0.735
CI2 0.590 0.462 0.663 0.598 0.590 0.809
CI3 0.584 0.456 0.568 0.542 0.563 0.786
CI4 0.567 0.462 0.638 0.572 0.581 0.830
CI5 0.519 0.446 0.597 0.568 0.559 0.832
CI6 0.456 0.522 0.613 0.610 0.554 0.745
CI7 0.363 0.418 0.495 0.453 0.493 0.705
CI8 0.325 0.406 0.533 0.476 0.458 0.719
CI9 0.343 0.435 0.646 0.551 0.518 0.759
CI10 0.441 0.519 0.633 0.624 0.645 0.756
Note 1: ECO CSR, Economic CSR; ETHI CSR, Ethical CSR; LEG CSR, Legal CSR; PHI CSR, Philanthropic CSR;
EXP, Expertise trust; INT, Integrity trust; SOC, Social Benevolence; CI, Corporate Image.
4.2. Empirical Results
The hypothesis of this study was analyzed by using the internal PLS model. The
path coefficients are the direction and power of the correlation among the constructs that
signify cause and effect among the assessed latent and variables. Furthermore, the model’s
analytical capability can be demonstrated by the value of the R square. The degree of all
the path coefficients was analyzed by using the bootstrapping approach. Re-sampling the
data was used to improve the estimated limit value [
85
]. Consequently, this approach was
adopted by the research study to examine the significance among variables. The findings
of the study were divided into two models; model A of the study analyzed the relationship
between CSR and corporate image without the mediating effect of customer trust, while
model B integrated customer trust as a mediating variable.
According to the findings of model (A) highlighted in Table 3, and Figure 2, legal,
ethical, and philanthropical responsibilities of CSR were all found to have a positive
influence on the corporate image supporting H1b (
β
= 0.589, t-value= 7.805), H1c (
β
= 0.120,
t-value= 2.191), and H1d (
β
= 0.159, t-value= 2.304), while not supporting H1a (
β
= 0.010,
t-value=0.297), indicating that economic responsibility has no significant relationship with
corporate image.

Int. J. Environ. Res. Public Health 2021,18, 8275 11 of 20
Table 3. Hypotheses results for model A.
Hypothesis Path Coefficient T Values pValues Results
H1a: Economic (CSR) -> Corporate image 0.010 0.297 0.766 Not Supported
H1b: Legal (CSR) -> Corporate image 0.589 7.805 0.000 Supported
H1c: Ethical (CSR) -> Corporate image 0.120 2.191 0.029 Supported
H1d: Philanthropic (CSR) -> Corporate image 0.159 2.304 0.042 Supported
Figure 2. Results of the inner model A. Note: *** p-value < 0.001, * p-value < 0.05.
According to the findings of Model B highlighted in Table 4, and Figure 3, economic,
legal, and philanthropical responsibilities of CSR were all found to have a positive in-
fluence on the corporate image supporting H1a (
β
= 0.293, t-value=6.80), H1b (
β
= 0.394,
t-value=6.198), and H1c (
β
= 0.106, t-value=2.332), while not supporting H1d (
β
= 0.091,
t-value=1.323), indicating that philanthropic responsibility has no significant relationship
with corporate image. According to the statistical results, the relationship between CSR and
corporate image has an incremental significance by including customer trust as a mediator.
Table 4. Hypotheses results for Model B.
Hypothesis Path Coefficient T Values pValues Results
H1a: Economic (CSR) -> Corporate image 0.293 6.080 0.000 Supported
H1b: Legal (CSR) -> Corporate image 0.394 6.198 0.000 Supported
H1c: Ethical (CSR) -> Corporate image 0.106 2.332 0.020 Supported
H1d: Philanthropic (CSR) -> Corporate image 0.091 1.323 0.186 Not Supported
H2a: Economic (CSR) -> Customer trust 0.076 1.936 0.053 Supported
H2b: Legal (CSR) -> Customer trust 0.272 3.627 0.000 Supported
H2c: Ethical (CSR) -> Customer trust 0.085 1.249 0.212 Not Supported
H2d: Philanthropic (CSR) -> Customer trust 0.471 5.761 0.000 Supported
H3: Customer trust -> Corporate image 0.178 3.504 0.000 Supported
The economic, legal, and philanthropic responsibilities of CSR influence customer
trust, therefore H2a (
β
= 0.076, t-value = 1.936), H2b (
β
= 0.272, t-value = 3.627), and H2d
(
β
= 0.471, t-value = 5.753) are supported. Ethical responsibility in CSR is not found to have
an influence on corporate image (
β
= 0.085, t-value = 1.249); thus, H2d is not supported.
Furthermore, customer trust was also found to have a significant impact on corporate
image (β= 0.178, t-value = 3.504).

Int. J. Environ. Res. Public Health 2021,18, 8275 12 of 20
Figure 3. Results of the inner model B. Note: *** p-value < 0.001, * p-value < 0.05.
This study applied activity theory by Kofod-Petersen & Cassens [
86
] and the indi-
rect effects as indicated in Table 5, generated by Smart pls to test the mediation results.
According to the results shown in Table 5, customer trust fully mediates the relationship
between economic and legal CSR with corporate image, while it partially mediates ethical
and philanthropic CSRs’ relationship with corporate image.
Table 5. Hypotheses and Mediating effects.
Hypothesis Indirect
Effects Mediation
Economic (CSR) -> customer trust -> corporate image 0.014 Full
Legal (CSR) -> customer trust -> corporate image 0.048 Full
Ethical (CSR) -> customer trust -> corporate image 0.015 Partial
Philanthropic (CSR) -> customer trust -> corporate image 0.084 Partial
5. Discussion
This study is linked to the success of the hospitality marketing strategy; hence, it was
imperative to perform an in-depth examination of the corporate image of the hotel. This
study provides the framework to describe how the hotel’s corporate image and customers’
trust can be impacted by the four dimensions of corporate social responsibility. This
framework will support other scholars in the hotel industry to comprehend customers’
conduct built on their experiences of multidimensional CSR initiatives, corporate image,
and customer trust.
With the growth of corporate social influence, CSR initiatives have been considered as
a crucial component for a company’s management. There is a requirement to recognize
customers’ opinions of CSR behaviors for potential corporate profitability. Consequently,
this research examines the impact of multidimensional corporate social responsibility ini-
tiatives on corporate image. The findings revealed persuasive evidence stating customers’
viewpoints regarding the CSR initiatives of a company could encourage their trust in the
company. Each of the CSR constructs was found to have a significant impact on corporate
image except, philanthropic CSR. The results of this study are somewhat similar to the
study by Kim et al. [
87
]. According to their findings, ethical, economic, philanthropic, and
legal responsibility, influenced corporate image and customer ’s citizenship behavior. The

Int. J. Environ. Res. Public Health 2021,18, 8275 13 of 20
outcomes are also consistent with the generally recognized belief [
15
,
88
] that CSR signif-
icantly impacts the corporate image. However, in terms of the insignificant relationship
of philanthropic CSR and CI, this study’s results are somewhat similar to the research
study by Park et al. [
15
]. According to their study, a company’s ethical responsibilities
did not have a significant impact on the CI of the company. This study delivers empirical
inferences for businesses by validating the result of CSR initiatives as a principal factor in
developing customers’ trust as an organizational objective in the hotel business. It implies
that the higher a company is understood to be involved in behaviors such as establishing a
reasonable pricing strategy and generating jobs, the greater its corporate image is perceived
by the customers. Additionally, companies’ voluntary endeavors in favor of ecological
sustainability and civil rights generate a positive attitude and a decent image. Furthermore,
customers tend to have a constructive image of a business that conforms with rules and
laws. Finally, a company requires to meet the expectation of the customers, perceiving
the company to be a decent representative of society by partaking in or supporting social
wellbeing. The outcomes indicate that to reinforce the corporate image, companies must
give more consideration to the economic, legal, and ethical dimensions of corporate social
responsibility.
According to the results, all CSR constructs had a significant impact on customer
trust, except ethical responsibility. The research outcomes are consistent with the previous
studies in the framework of customers’ environmental activities [
48
] concerning the con-
structive influence of customers’ corporate social responsibility experiences on their trust.
When customers consider that a hotel worries about the outcomes of its functions on the
environment and the community, they deem the hotel as a benevolent business, and they
will trust it more. A study by Shafieizadeh & Tao [
66
] examined the impact of customers’
views of a restaurant menu that comprises local food knowledge and its fundamental
mechanism. The outcomes revealed that assessments of menu information influenced
customers’ views regarding the restaurant’s openness and CSR initiatives significantly and
additionally affected customers’ trust significantly, but indirectly, via perceived corporate
social responsibility actions. However, the insignificant relationship of ethical responsibility
and trust was not found to be similar with other research studies. Previous researches
found ethical responsibility to be in a significant relationship with customer trust [54,89].
Furthermore, the results of this study showed a positive and significant relationship
between corporate image and customer trust. A study by Triatmanto et al. [
60
] revealed
how the experiences and beliefs of hotel management in East Java enhance the corporate
image as a marketing strategy of a hotel. Managers of the hospitality industry were
selected as research respondents for this study. The findings demonstrated that the hotel
management should comprehend the hotel’s corporate image to maintain customers’ trust
in the hotel. Corresponding to the view of hotel management corporate image is exhibited
by the trust presented by the hotel [
90
,
91
]. The managers in the hospitality industry also
think that the hotel can acquire many guests if the customers trust the hotel. This implies
that each hotel should be able to develop psychological recognition in the opinions of
customers so that they can be driven to experience the same hotel again [64].
This research intended to build an enhanced understanding of the connection between
corporate social responsibility and corporate image by contemplating a broader variety of
CSR programs and the position of customer trust as a mediator between the relationship
of corporate social responsibility and corporate image. Results showed that amongst the
four types of CSR programs, the company’s activities of economic and legal responsibility
were fully mediated by customer trust, while ethical and philanthropic responsibility were
partially mediated by customer trust. These outcomes are somewhat similar to the studies
of Jongchul et al.’s [
92
] and Yoon et al.’s [
88
], according to results customers have a tendency
to attach intentions to the company’s philanthropic initiatives, and that a view of honesty
and trustworthiness in the motivations results in a constructive company assessment.

Int. J. Environ. Res. Public Health 2021,18, 8275 14 of 20
6. Theoretical Implications
The research has the following theoretical implications. The first is that despite having
theoretical assistance for the association of corporate social responsibility and corporate
image in numerous service fields, little investigations have empirically examined the
impacts of CSR’s four dimensions on corporate image and customers’ trust in association
with the hotel service industry. This study is unique from earlier CSR research based
on an assessment of the connection between CSR dimensions and corporate image to
examine customers’ trust in the company. Moreover, the dimensional composition of
hotel corporate social responsibility was verified by examining the range of validity and
reliability. Furthermore, the corporate social responsibility scale was demonstrated to be
efficient in calculating the customers’ attitude, trust, and perception regarding the service
industry. Therefore, this scale might be utilized to describe additional variables, including
customers’ pro-social conduct, loyalty, and post-purchase conduct. Hence, the findings
of this research can assist to build innovative information and expand to subsequent
studies [1].
This research indicates that a company’s corporate social responsibility initiatives
affect the corporate image, which additionally affects the development of trust among
customers and companies. Via the evaluation of the framework of CSR, customers’ trust
and corporate image were observed to be vital to a workable relationship. This study
can hence be a beginning point in examining the association between corporate social
responsibility and corporate image in customers’ trust. It is assumed that customers recog-
nize a company because its features are expressive, or parallel to their individual features
or the features that they seek to possess. It is found that corporate social responsibility
constantly plans a business’s philanthropical and considerate principles that underline
the uniqueness or character of the company, therefore it could be utilized as a powerful
instrument by companies to create convincing images that appeal to customers’ societal and
emotional wants and encourage trust to a service company [
3
,
93
]. Certainly, the present
research findings discovered that corporate social responsibility strengthens the customers’
identification with a business in addition to their trust in that business. This conclusion
develops the opinion that the blend of both viewpoints proposes an additional combined
and complete method to understand the path from corporate social responsibility to the
loyalty of customers, therefore offering managers with an added insight regarding the role
and value of corporate social responsibility in developing trustworthy associations with
customers.
Consequently, it was feasible to evaluate factors that impact corporate social responsi-
bility and corporate image. By the formation and confirmation of subfactors of corporate
social responsibility and corporate image, it facilitates to comprehend the four types of
CSR and corporate image dimensions that impact customers’ trust. A company’s economic,
legal and ethical CSR have a major effect on the corporate image of that company. Corpo-
rate image has an impact on making a suggestion, and that suggestion has an impact on
the creation of customers’ trust. This research improves the current information by demon-
strating the mediation impact of customers’ trust on the association between economic
and legal CSR, and corporate image. Once customers consider that a hotel is striving to
be understandable to them, by offering comprehensive information regarding the hotel’s
actions, they believe that it appreciates the expectations of its stakeholders, and hence the
customers trust the hotel more.
7. Managerial Implications
The industrial and managerial implications of this research study are as follows. Ho-
tels must try to enhance their corporate image, as the image is impacted by both the four
dimensions of CSR and customers’ trust. Corporate social responsibility was found to
have an effect on corporate image, and economic, legal, and ethical corporate social respon-
sibility initiatives were found to have a significant impact on corporate image whereas
philanthropic responsibilities had no significant impact on corporate image. Based on this

Int. J. Environ. Res. Public Health 2021,18, 8275 15 of 20
conclusion, operators can concentrate on economic CSR to boost the corporate image and
promote customers’ trust. Economic CSR initiatives produce profit via the delivery of
attractive services. Customers wish for quality services at a satisfactory price. Firms can
meet economic CSR initiatives by offering services much better than customers’ beliefs. A
company’s economic initiatives mostly ignore the ecosystem or social responsibilities. Eco-
nomic corporate social responsibility initiatives must hence be endorsed for profit-making
purposes as a marketing strategy and an attractive answer to the social and ecological diffi-
culties faced by a company. The hotel industry is engaged in organizing environmentally
friendly marketing related to the ethical responsibilities to avoid pollution in the environ-
ment. Regarding legal responsibilities, the hotel industry must conform with sanitation
and security procedures. Ethical and legal corporate social responsibility initiatives are
considered to be vital, particularly in a competitive market. To satisfy philanthropic CSR,
firms have maintained to organize charitable events or sponsor donations besides giving
extra benefits to their employees. Businesses are now needed to engage with their society
and give earnings back to society.
The results of this study can be utilized by employees to promote customers’ trust,
which can be useful to businesses. Maintaining constructive connections with customers
can assist a business. Businesses want optimistic communications with customers to boost
customers’ trust. A business can build a community to accelerate the interaction between
customers. Furthermore, if customers are paid with a souvenir or a coupon for their work
and time, they may gain an emotional inclination to assist the business. As a consequence,
customers will be extra loyal to the business.
Managers ought to be careful and tactical in using ethical and philanthropic respon-
sibilities. Once a company performs philanthropic initiatives for a worthy reason, the
company expects that customers consider a constructive acknowledgment regarding the
company’s motivations. Though businesses must contemplate the optimistic impacts
of corporate social responsibility on their employees with discretion, as they might also
possess some detrimental adverse outcomes like the staffs’ inclination to engage in extra
hard work and therefore result in labor dependence [
94
]. Accountable entrepreneurship is
an enduring action and its initiation into the business delivers even greater advantages
when there is an awareness for these initiatives [95,96].
This study made further practical contributions in offering hotels management un-
derstandings into the insight of corporate social responsibility dimensions and evaluating
a hotel’s corporate social responsibility operations. Consequently, hotel commerce must
signify the necessity of smart customers and society, alongside worldwide developments
regarding environmental safety. A hotel can comprehend its competition by frequently
assessing and evaluating its corporate social responsibility endeavors with other hotels.
Moreover, corporate social responsibility initiatives would additionally help enable inter-
nal organizational marketing by keeping decent relationships with personnel [
1
]. Service
managers need to concentrate on corporate image protection and take into attention the
significance of a corporation’s image for their shareholders. More precisely, by skillfully con-
trolling corporate image and corporate social responsibility as the prediction/interaction
instrument of the company, they can encourage business relationships that may stimulate
long-term relations and trust with customers [3,97].
8. Limitations and Future Research
This research has some shortcomings that have the possibility for potential research.
The survey of this research was conducted in Pakistan; hence it has a shortage of represen-
tativeness and self-selection bias. To produce more generalized conclusions, the research
survey can be done in numerous countries. Moreover, Pakistan is an emerging economy,
future research can be conducted in developed economies and their results can be com-
pared. Corporate image is an individual construct, therefore for a thorough investigation
in the service perspective, several attitudinal and cognitive antecedents of corporate social
responsibility should be considered for future potential research.

Int. J. Environ. Res. Public Health 2021,18, 8275 16 of 20
Furthermore, although Carroll’s four CSR dimensions have been used recently in the
service industry research [
98
,
99
]. Carroll’s four corporate social responsibility dimension
model has been extensively presented in the studies related to the hotel industry. Nev-
ertheless, the hotel business varies from other businesses in conditions of stakeholders,
customers, policies, organizational culture, and products due to its distinctive qualities
that are indivisible, and intangible [
100
]. Additionally, the business neglects to indicate an
expanding understanding of ecology, sustainability, renewable resource, and ecological
safety [
1
,
101
–
104
]. Hence, future researchers can utilize the modified version of Carroll’s
CSR model while studying the service industry
Finally, since customers can act as effective agenda planners via various online plat-
forms, they can become key influencers in times of crisis. Hence, future researchers can
target the impact of customers communication on the periods of pre and post-crisis situa-
tions related to CSR.
9. Conclusions
The purpose of this is to analyze the connection between CSR dimensions and cor-
porate image to examine customers’ trust in an emerging economy, especially in times of
crisis. This research empirically examines the relationships between a multi-dimensional
set of corporate social responsibility (CSR) initiatives, numerous dimensions of customer
trust, and corporate image in an emerging economy. It also analyzes the mediating ef-
fect of customer trust on the relationship between CSR and corporate image. The results
revealed that economic, legal, and ethical CSR significantly impacted corporate image,
while philanthropic CSR did not affect the corporate image. However, economic, legal, and
philanthropic CSRs were found to be in a significant relationship with customer trust, while
ethical CSR was not in a significant relationship with customer trust. Finally, customer trust
fully mediated the relationship between economic and legal CSR with corporate image,
whereas it partially mediated the relationship between ethical and philanthropic CSR.
Author Contributions:
Conceptualization, C.-C.C.; Formal analysis, A.K., T.H., A.R. and Y.-T.C.;
Investigation, A.K.; Methodology, C.-C.C., A.K., A.R. and Y.-T.C.; Supervision, T.H., S.-C.C. and
O.S.; Validation, A.R. and Y.-T.C.; Writing—original draft, A.K., C.-C.C., S.-C.C., O.S., A.R., T.H. and
Y.-T.C.; Writing—review & editing, A.K., C.-C.C., S.-C.C., A.R., O.S., T.H. and Y.-T.C. All authors have
read and agreed to the published version of the manuscript.
Funding: This research received no external funding.
Informed Consent Statement:
Informed consent was obtained from all subjects involved in the study.
Conflicts of Interest: The authors declare no conflict of interest.
Appendix A
Scales
Corporate Social Responsibility
•The hotel improves the tourism industry.
•The hotel generates employment through its operations.
•The hotel strives to activate the local economy.
•The hotel strives to achieve sustainable growth.
•The hotel properly implements health and safety rules and regulations.
•The hotel has established appropriate regulations for customers to abide by.
•The hotel strives to abide by regulations related to its customers’ well-being.
•The hotel has established ethical guidelines for business activities.
•The hotel tries to become an ethically trustworthy company.
•The hotel makes efforts to fairly treat customers.
•
The hotel participates in a variety of volunteer activities by starting the company’s
volunteer group.
•The hotel supports social welfare projects for the underprivileged.

Int. J. Environ. Res. Public Health 2021,18, 8275 17 of 20
•The hotel supports education programs.
Corporate Image (CI)
•I think the hotel emphasizes the rights of customers.
•I have good impressions of the hotel.
•In my opinion, the hotel has a good image in the minds of consumers.
•I think the service value provided by the hotel is high.
•I think the employees are very friendly.
•The appearance of the hotel is appealing.
•The area around the hotel is clean.
•The hotel is located in a nice area.
•The prices at the hotel are fair.
•I obtain value for my money at the hotel.
Consumer Trust
•The hotel performs its role of providing hoteling services very well.
•Overall, the hotel is a capable and proficient hoteling services provider.
•In general, the hotel is deeply knowledgeable about customer care.
•The hotel is truthful in its dealings with me.
•I would characterize the hotel as honest.
•The hotel would keep its commitments.
•The hotel is sincere and genuine.
•I believe that the hotel would act in my best interest.
•If I required help, the hotel would do its best to help me.
•The hotel is interested in my well-being, not just its own.
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