Impact of the perceived importance of a hotels's corporate responsibility on tourists' complaints behaviour

This work is centered on the study of the Corporate Responsibility (CR) of hotel firms and its influence on tourists’ complaints behavior. The methodology of the empirical study, carried out among 629 customers lodging in hotels in the city of Seville, is based on structural equations modelling (PLS). The results obtained show that there is a significant relation between the perceived importance of CR and the tendency to complain. The latter also significantly affects the number of complaints a person files. Likewise, a significant and negative effect of the tourists’ satisfaction on the complaints filed is noted. The main contributions stem a better knowledge about the antecedents of complaints behavior. This comes having incorporated the variable of the importance of CR, which has not been studied before. On the other hand, the work means to offer a contribution to the field of CR research as, despite the growing interest in the topic, the effects of this construct on customers still remain little known.