The Impact of Corporate Social Responsibility on Behavioral Intention: Customers’ Responses to Two Types of Fit

ABSTRACT Although interest is increasing in understanding customers’ corporate social responsibility (CSR) behavior, empirical research examining potential mediators between CSR activities and customers’ patronized behavior remains lacking. Thus, based on congruence theory, this article explores the role of CSR fit in behavioral outcomes. This study further developed and introduced dual types of fits, including customer–CSR fit and company–CSR fit in the hotel context. The two fits are tested as the consequence of CSR perception and antecedent of revisit intention. By using SmartPLS, results show that customers tend to exhibit revisit intention when they perceived the similarity between hotel and CSR activities than personal value relevance. The findings suggest that hotel companies need to design their CSR strategies to enhance congruence through effective communication.