The impact of corporate sustainability on customer engagement: The mediation role of hotels organic marketing practices

Abstract

 The primary aim of this research was to investigate the effect of hotels' corporate sustainability on customer engagement. The study sought to conduct an empirical investigation into the potential mediating impact of organic marketing practices on the association between corporate sustainability and customer engagement within the context of hotels in Egypt. In order to ascertain the perspectives of the individuals who were selected to take part in the research about the elements of the study (CS, OM, and CE), a questionnaire was developed and sent out to 401 customers in green Sharm El Sheikh hotels. AMOS v. 26 and SPSS v. 25 were used to analyze the data in this study. The findings of the study confirmed the significant direct and indirect effects (via corporate sustainability) of hotel organic marketing practices on enhancing customer engagement. Additionally, it indicated a significant, partial mediating effect of hotels' corporate sustainability on the relationship between organic marketing practices and customer engagement. Furthermore, the study assured that hotels' corporate sustainability, alongside the adoption of organic marketing practices, significantly contributes to customer engagement enhancement. In order to improve customer engagement in Egyptian hotels, a number of recommendations were developed based on the data that were taken into consideration.