The Effect of Corporate Social Responsibility on Organizational Performance in The Case of Haile Hotels and Resorts
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Date
2024-06-05
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A.A.U
Abstract
This research investigates the effect of corporate social responsibility (CSR) on organizational
performance within the context of Haile Hotels and Resorts Group. Descriptive and
explanatory research design was used. The target population comprises 180 employees and
125 samples were drawn. Stratified sampling techniques were utilized, and data were collected
through questionnaires and interviews with upper management. In order to test the reliability
of instruments, the Cronbach alpha test was used. Multiple linear regression analysis was
employed to estimate the relationships between Corporate Social Responsibility and
organizational performance. Finally, the responses of the respondents were analyzed using
descriptive statistics and regression. The study reveals that environmental issues constitute the
primary CSR focus for Haile Hotels and Resorts Group. Statistical analyses of multiple linear
regression, demonstrate significant effects of CSR on various dimensions. Specifically, CSR
positively influences customers’ loyalty and local communities’ perception of the brand, while
its impact on employee’s loyalty is indirect. In conclusion, this research underscores the
importance of CSR in enhancing organizational performance in fostering customers loyalty
and shaping the brand perception of Haile Hotels and Resorts Group within the local
communities. The study recommends that the company should enhance its corporate social
responsibility efforts and shall collaborate with other stakeholders to enhance its CSR
initiatives.