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Abstract(s)
Firms aim at achieving their economic interests without neglecting the needs of local and
regional communities and the environment itself. The process involves defining and implementing
Social Responsibility strategies that leverage organizational competitiveness and sustainability. In
this context, the current study purposes to demonstrate how Corporate Social Responsibility (CSR)
and a sustainable orientation influence the satisfaction and loyalty of academic tourists to the Metro
of Porto (in Portugal). More specifically, our study aims to assess the satisfaction of academic tourists
with the Metro of Porto and, additionally, to analyze the variables that determine the satisfaction
and loyalty of these tourists to this specific transport company, which has never been achieved
before. Our proposed research model seeks to determine how CSR and a sustainable orientation
influence academic tourists’ loyalty to the Metro of Porto transport services as well as their link
to Service Quality, Perceived Value, Corporate Image and Tourist Satisfaction. From a sample of
256 academic tourists, customers of the Metro of Porto, a quantitative analysis was carried out using
the structural equation model (SEM-PLS). The results obtained allow us to conclude that CSR and
Service Quality have an impact on academic tourists’ satisfaction and loyalty to the Metro of Porto.
The development of a region is intrinsically linked to transport networks that promote the integration
and growth of productive systems. Our results demonstrate the relationship between regional
development and business sustainability strategies that integrate Social Responsibility practices.
We show the importance that Social Responsibility policies have for companies as a precursor to
customer satisfaction and loyalty to a company. Hence, as a guarantee of obtaining economic results,
firms must simultaneously contribute to the sustainable development of territories.
Description
Keywords
service quality social responsibility metropolitan transport customer loyalty academic tourism sustainable orientation