Impact of CSR on Service Innovation Performance in Hospitality Industry: The Strategic Role of Human Resource Management

Noor ul Hadi; Ishtiaq Ahmed Qureshi

Abstract:

The literature to date on the topic is inconsistent and lacks maturity. Thus, to promote the discipline by establishing mechanisms, the current study shed light on how employer can attract and retain employees through CSR by affecting their affective commitment and organizational citizenship behavior, which to our understanding leads to hotel service innovation performance. Drawing on Resource-based view and Social Exchange Theory this study analyzed 155 hotel managers' valid responses via PROCESS macro. Findings of the study revealed that CSR do affect service innovation performance. However, this complex relationship is parallel mediated by Strategic Human Resources, as Human Resources in its true sense are rare, valuable, inimitable and non-substitutable. The study advance knowledge in the area of service innovation in hospitality industry. The study concluded that CSR is promising area that generates innovation within the framework of SHRM.

research from:

• Foundation University - Faculty of Management Sciences

Year:

2021

Type of Publication:

Article

Keywords:

CSR; organizational citizenship behavior; human resource management

Journal:

Pacific Business Review International

Volume:

13

Number:

8

Month:

February