Journal of Sustainable Tourism

ISSN: 0966-9582 (Print) 1747-7646 (Online) Journal homepage: https://www.tandfonline.com/loi/rsus20

Understanding the role of perceived satisfaction

with autonomy, competence, and relatedness in
the CSR context

Jiseon Ahn

To cite this article: Jiseon Ahn (2020): Understanding the role of perceived satisfaction with
autonomy, competence, and relatedness in the CSR context, Journal of Sustainable Tourism, DOI:
10.1080/09669582.2020.1788040

To link to this article: https://doi.org/10.1080/09669582.2020.1788040

Published online: 01 Jul 2020.

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JOURNAL OF SUSTAINABLE TOURISM
https://doi.org/10.1080/09669582.2020.1788040

Understanding the role of perceived satisfaction with

autonomy, competence, and relatedness in the CSR context
Jiseon Ahn
School of Hospitality, Tourism and Events, Taylor’s University, Subang Jaya, Malaysia

ABSTRACT ARTICLE HISTORY

In previous studies, researchers have determined that the corporate Received 6 April 2020
social responsibility (CSR) activities of a company develop a positive atti- Accepted 22 June 2020
tude. However, empirical research that explains how CSR activities influ-
KEYWORDS
ence the behavioral intention of customers remains lacking. Thus, this
Corporate social
study aims to address gaps in the previous literature by examining cus- responsibility; self-
tomers’ responses to hotel CSR activities. On the basis of self-determin- determination theory;
ation theory, the different roles of CSR activities (i.e., feelings of autonomy; competence;
autonomy, competence, and relatedness) in increasing positive behav- relatedness; patron-
ioral intention are identified in the hotel industry. Path analysis using ized behavior
SmartPLS software confirms that participants with a high satisfaction
level with relatedness tend to develop revisit and word-of-mouth
(WOM) intentions toward hotels. Moreover, satisfaction with autonomy
is related to increased WOM intention. By contrast, perceived satisfac-
tion with competence is unrelated to revisit or WOM intention.
Therefore, although hotel CSR activities can exert a direct effect on
brand-related attitude, their effect apparently varies depending on the
types of needs satisfaction. The findings of this study verify that the
effectiveness of hotel CSR activities can be linked to company perform-
ance by meeting different types of needs satisfaction.

Introduction
The tourism and hospitality industry recognizes the impact of corporate social responsibility
(CSR) on the environment, the community, employees’ quality of work life, customers’ well-being,
and business sustainability (Ahn, 2019; Alonso-Almeida et al., 2018; Bohdanowicz & Zientara,
2009; Zientara et al., 2015). CSR refers to “context-specific organizational actions and policies that
take into account stakeholders’ expectations and the triple bottom line of economic, social, and
environmental performance” (Aguinis, 2011, p. 855). CSR activities are considered effective mar-
keting tools that can improve a company’s performance by creating positive evaluations for the
company from the community, its employees, and its customers (Gardberg & Fombrun, 2006;
Godfrey, 2005; Yuen et al., 2016). Therefore, many tourism practitioners have continued and
even expanded their CSR effort (Fjelstul, 2014; Serra et al., 2017).
Recent trends have led tourism and hospitality scholars to examine CSR in different industries,
including hotels (Ahn & Kwon, 2020; De Grosbois, 2012; Levy & Park, 2011), restaurants (Youn
et al., 2015), airlines (Lee et al., 2015; Lynes & Andrachuk, 2008), resorts (Reid et al., 2017), and

CONTACT Jiseon Ahn anji.yaongc@gmail.com Taylor’s University, Subang Jaya, Malaysia.

Supplemental data for this article is available online at https://doi.org/10.1080/09669582.2020.1788040.
ß 2020 Informa UK Limited, trading as Taylor & Francis Group
2 J. AHN

cruises (Ahn, 2019). In the previous literature, research has focused on the antecedents and con-
sequences of CSR practices. For example, Park and Levy (2014) found that the perceived CSR
activities of hotel employees are related to their perceived identification. Moreover, the relative
impact of different CSR factors, including community, policy, mission and vision, workforce, and
environment, has been identified in customer attitude in the hotel context (Kucukusta et al.,
2013; Mart
ınez & Rodr
ıguez Del Bosque, 2015; Qu, 2014; Tsai et al., 2010). Previous studies have
sought to determine if a significant link exists between CSR activities and company performance
(Bagur-Femen
ıas et al., 2015; Ghaderi et al., 2019; Gonz
alez-Rodr
ıguez et al., 2019; Kang
et al., 2010).
Theory of planned behavior (Ajzen, 1985) is useful in understanding the relationship between
customers’ psychological factors and behavior. In previous studies, theory of planned behavior
has been used to understand the association between customers’ evaluation of CSR and their
corresponding behavioral intention (Ahn, 2019; Lee et al., 2010). For example, the relationship
between CSR activities and behavioral loyalty has been observed (Ahn, 2019). This finding is con-
sistent with that of the tourism and hospitality literature that examined the attitude-to-behavior
process model (Jun et al., 2014; Nunkoo et al., 2010; Nunkoo & Ramkissoon, 2010). Two types of
loyalty behavior, namely, word of mouth (WOM) and willingness to reuse services, have been
examined as major consequences of customers’ experience (Su et al., 2014, 2015; Zhang et al.,
2017). In the current study, WOM intention is considered the affirmed likelihood of spreading
positive assessments about hotel experiences through personal communications (Zhang et al.,
2017); meanwhile, revisit intention is described as a propensity for revisiting a hotel.
Recent empirical work has supported the importance of satisfying customers’ needs (Ahn,
2020; Kim & Drumwright, 2016). Self-determination theory (Deci & Ryan, 2008) identifies three
basic needs, namely, autonomy (i.e., feeling of endorsing own behavior), competence (i.e., feeling
of being skillful and effective), and relatedness (i.e., feeling of being closed to others). Self-deter-
mination theory suggests that the satisfaction of these needs is associated with engagement in
behavior and better quality outcomes. Moreover, increasing the feelings of autonomy, compe-
tence, and relatedness motivates the socially responsible behavior of stakeholders in the CSR
context (Rupp et al., 2011). Meanwhile, satisfying autonomy, competence, and relatedness needs
can lead to the ethical decision-making and social performance of an organization in the organ-
ization context (Green-Demers et al., 1997). Self-determination theory proposes three types of
needs satisfaction that influence customers’ motivation to initiate brand-related behavior. In the
current study, hotel CSR activities are considered as antecedents of customers’ positive behavior
through increasing autonomy, competence, and relatedness. CSR may provide many benefits to
an organization and the customers involved; however, the overarching benefit of using CSR to
establish opportunities only exists when customers are motivated. For example, autonomy, com-
petence, and relatedness are considered essential and fundamental needs (Reis et al., 2000)
because CSR activities influence customers’ attitude toward a company (Skudiene &
Auruskeviciene, 2012).
Previous studies have examined the concept of CSR in the business environment (Cha et al.,
2016; Shank & Robinson, 2019). For example, researchers have suggested that effective CSR prac-
tices generate a positive company image and increase the willingness to purchase of customers
(Gonz
alez-Rodr
ıguez et al., 2020; Gonz
alez-Rodr
ıguez & D
ıaz-Fern
andez, 2020; Huang et al., 2014;
Pirsch et al., 2007; Rokka & Uusitalo, 2008). However, the existing literature on this topic has
three gaps. First, CSR studies have focused on the impact of CSR activities on customers’ behav-
ior but have disregarded how to generate a positive attitude. Second, previous studies have
been unable to provide an understanding of customers’ motivation when examining CSR in the
tourism context. Third, only a few studies have applied self-determination theory to investigate
the effects of signaling the basic needs of customers in the CSR context. Accordingly, the current
study aims to address the three gaps by 1) exploring the link between customers’ responses and
hotel CSR activities, 2) analyzing the different roles of CSR activities (i.e., feelings of autonomy,
 JOURNAL OF SUSTAINABLE TOURISM 3

competence, and relatedness) in increasing positive behavioral intention, and 3) applying self-
determination theory to the CSR context. Such perspectives provide processes that can explain
the relative impact of CSR activities that lead to the formation of a positive behavioral attitude.
The psychological process that explains how CSR activities work as motivational factors that lead
to positive behavioral intention is identified. Moreover, this study offers important information to
service providers and policymakers by examining the key predictors of loyal behavior. The find-
ings of this work offer guidelines for designing CSR programs to meet the basic psychological
needs of individual customers, leading to their positive conative intention.

Literature review
Self-determination theory
Self-determination theory has been widely applied to various areas, including consumer behavior
(Dholakia, 2006; Lin et al., 2009) and employee behavior (Greguras & Diefendorff, 2009; Meyer &
Gagne, 2008). Moreover, in the tourism and hospitality setting, self-determination theory is used
to understand the work lives of frontline employees (Gatling et al., 2016; Lee et al., 2015) and
customers’ satisfaction with their tourism experiences and its impact on their lives (Lloyd & Little,
2010). Self-determination theory explains customers’ motivation, which is associated with a spe-
cific behavior and positive outcomes, e.g., life satisfaction and well-being (Deci & Ryan, 2008,
2010). In accordance with this theory, customer motivation is related to behavioral intention. For
example, Hansen and Levin (2016) found that intrinsic or extrinsic motivation influences employ-
ees’ intention to use social media.
Self-determination theory (Ryan & Deci, 2000) suggests that intrinsic motivation is developed
through the satisfaction of the three basic psychological needs (i.e., autonomy, competence, and
relatedness). The need for autonomy is defined as a situation “in which significant others offer
choice, provide a meaningful rationale, minimize pressure, and acknowledge the target individu-
al’s feelings and perspectives” (Williams et al., 1998, p. 117). The need for autonomy is related to
customers’ experience of volitional and self-endorsed behavior (Niemiec & Ryan, 2009; Reeve
et al., 2008). For example, customers feel satisfaction with autonomy when they are willing to
invest their time and energy in a certain activity. The need for competence refers to the inherent
propensity of individuals to feel effective when engaging with their environment (Deci & Ryan,
2008). Satisfaction with competence is associated with effective enacted experiences (Kowal &
Fortier, 1999). When customers feel competent after participating in a certain activity, they tend
to feel satisfied with their competence (Niemiec & Ryan, 2009). The need for relatedness is
defined as an individual’s inherent desire to feel connected to others, experience a sense of
belonging, and share intimate relationships with others (Baumeister & Leary, 1995). Customers’
satisfaction with relatedness can be achieved when they feel connected to other people and
experience a sense of belonging (Alderfer, 1972; Van Orden et al., 2012). The satisfaction level
with autonomy, competence, and relatedness is important in explaining customer behavioral
intention by creating a positive emotion (Ahn et al., 2019). In the current study, the author sug-
gested that the CSR activities of hotel companies are positively related to customers’ needs
satisfaction.

Customers’ patronized behavior

In the service environment, customers’ loyal behavior is important because of its link to profit-
ability (Hansen et al., 2003). The service profit chain also explains how customers’ loyal behavior
toward a service company, such as price tolerance and share of wallet, is associated with the
company’s profitability (Hansen et al., 2003; Sasser et al., 1997). Thus, understanding how cus-
tomers’ service experience affects their loyal behavior and identifying its potential indicators are
4 J. AHN

important. Moreover, customers’ evaluation of service in the tourism context plays an important
role in patronizing behavior, such as length of stay (Bitner, 1990; Wakefield & Blodgett, 1996).
For example, Wakefield and Blodgett (1996) found that the physical environment of casinos,
such as their aesthetics, layout, comfort, and cleanliness, positively influences re-patronage inten-
tions. In previous studies, researchers have found that customers’ satisfaction exerts an impact
on their future behavioral intention (Oliver, 1980; Reichheld & Sasser, 1990; Ryu & Han, 2010).
The effects of intrinsic motivation on customer patronizing behavior have been studied in the
tourism and hospitality industry (Ahn, 2019; Huang et al., 2016). When customers perceive high
levels of satisfaction from their experiences, they are likely to create positive behavioral intention.
In the tourism and hospitality literature, revisit and WOM intentions have been identified as
important consequences of customers’ satisfaction (Agapito et al., 2013; Ha & Jang, 2010; Meng
& Han, 2018). Revisit intention refers to the probability that a customer will consciously repur-
chase a product or service in the near future (Oliver, 1997). A customer’s positive WOM intention
is defined as the attitude of a customer toward providing favorable WOM referrals to others
(Anderson, 1998). Given the increasing competition among hotel service providers, understand-
ing how customers’ experiences influence behavioral intention is important. Thus, the author of
the current study focused on revisit and WOM intentions as behavioral intentions.

Antecedents of customers’ patronized behavior

Among various tourism and hospitality services, CSR is important in the hotel industry because
hotels tend to face various environmental and social issues. The implementation of the CSR
activities of hotels can influence the attitude and behavior of their employees (Kim et al., 2020;
Lee & Kim, 2013; Luu, 2017) and customers (Ahn & Kwon, 2020; Gonz
alez-Rodr
ıguez et al., 2020;
Gonz
alez-Rodr
ıguez & D
ıaz-Fern
andez, 2020; Kucukusta et al., 2013). Needs satisfaction is import-
ant because it affects outcomes, such as positive emotions, negative emotions, and behavioral
intention (Ryan & Deci, 2000). Thus, researchers have applied the self-determination framework
to the CSR context to understand how feelings of autonomy, competence, and relatedness can
influence stakeholders’ behavior (Skudiene & Auruskeviciene, 2012; Tao et al., 2018). For example,
Tao et al. (2018) suggested that participative decision-making in CSR is associated with the satis-
faction of employees’ autonomy, competence, and relatedness needs, which in turn, creates their
persistent behavioral intention. Similarly, the satisfaction of autonomy, competence, and related-
ness needs from CSR activities can influence customers’ intrinsically motivated behavior in the
tourism context. In particular, the author of the current study suggests that the variety, attrib-
utes, and characteristics of a hotel’s CSR activities influence the satisfaction of customers’ auton-
omy, competence, and relatedness needs and their behavioral intention in the hotel context.

CSR autonomy facet

The satisfaction of the basic psychological needs of customers is associated with their motivation
to act a certain behavior (Ryan & Deci, 2000). Autonomy refers to volition and choice. For
example, customers exhibit a low level of autonomy when they feel pressure to engage in CSR
activities. By contrast, a variety of CSR options that provide a sense of personal choice will influ-
ence the satisfaction of customers’ autonomy. In accordance with self-determination theory, sat-
isfaction with autonomy is associated with customers’ desire for self-motivated actions, i.e., when
customers tend to pursue activities of their own volition (Deci & Ryan, 1987; Ryan & Connell,
1989). Similarly, previous research has suggested that the impact of autonomy supports engage-
ment in activities and positive feelings toward activities (Black & Deci, 2000; Deci et al., 1994).
The participative CSR decision-making process influences the satisfaction of stakeholders’ auton-
omy needs (Tao et al., 2018). For example, empowering customers to determine participation in
CSR experiences (e.g., free to choose CSR programs that customers want to support) and
 JOURNAL OF SUSTAINABLE TOURISM 5

lowering the pressure (e.g., customers do not have to engage in CSR activities) can increase satis-
faction with customers’ autonomy needs (Gagn
e et al., 2000). Howie et al. (2018) suggested the
advantage of choice over no-choice campaigns in the formation of customers’ behavioral inten-
tion. Thus, higher needs satisfaction from CSR activities will generate more positive customers’
responses, including higher purchase intention. When hotel companies design autonomy-sup-
portive CSR marketing programs (e.g., sustainability reporting, social accountability, and social
accounting), customers are more likely to become intrinsically motivated to participate in CSR
activities. In line with self-determination theory, the author predicted that the CSR factors of sat-
isfaction with autonomy increase perceived behavioral intention (i.e., revisit and WOM inten-
tions). Therefore, the author posed the following hypotheses:
H1a: Perceived autonomy with CSR activities exerts a positive effect on revisit intention.

H1b: Perceived autonomy with CSR activities exerts a positive effect on WOM intention.

CSR competence facet

Competence refers to being effective and able to achieve valued outcomes in an environment
(Deci & Ryan, 1985). For example, customers feel satisfaction with competence when they have
skills and can access information to engage in activities. By contrast, a low satisfaction level for
competence is related to lack of skills, information, and help. The relationship between compe-
tence and self-determined motivation has been studied (Deci et al., 1981). In the CSR context,
Cooke et al. (2016) found the impact of perceived autonomy, competence, and relatedness on
pro-environmental behavior. Participative CSR decision-making opportunities allow customers to
engage in CSR activities based on their preference. If hotel companies help customers achieve
their personal goals via CSR experiences, then customers can feel capable of helping the com-
munity and the environment. These types of CSR experiences influence the satisfaction of cus-
tomers’ competence needs (Weinstein & Ryan, 2010). Experiences of empowerment stimulate
customers’ intrinsic motivation to consequently engage in positive behavior toward the com-
pany. In accordance with self-determination theory, the feeling of perceived competence plays
an important role in behavioral intentions (Deci & Ryan, 2008). Common and highly endorsed
CSR activities, such as saving energy by switching off lights, increase customers’ satisfaction with
competence. Customers tend to perform activities and interact with their environment when
they feel self-efficient (Bandura, 1986). Thus, the author hypothesized that competence, in rela-
tion to CSR activities, is positively related to a self-determined motivation for post-purchase
behavior. Therefore, the following hypotheses were proposed:
H2a: Perceived competence with CSR activities exerts a positive effect on revisit intention.

H2b: Perceived competence with CSR activities exerts a positive effect on WOM intention.

CSR relatedness facet

Satisfaction with relatedness can be achieved when customers feel connected to and supported
by other customers or employees (Baumeister & Leary, 1995; Ryan, 1993). A low satisfaction level
of relatedness is associated with lack of engagement in CSR activities; by contrast, high related-
ness support can positively influence CSR activities (Cooke et al., 2016). In accordance with self-
determination theory, relatedness plays an important role in motivation, and customers tend to
pursue organization goals when they feel connected to group members (Deci & Ryan, 2008).
Customers perform certain activities when they feel connected to or valued by others (e.g., cus-
tomers, employees, and companies). Co-constructing and co-designing CSR experiences with cus-
tomers allow them to experience social relationships and satisfy their relatedness needs.
6 J. AHN

Figure 1. Conceptual framework of the study.

Constant communication and interaction between company and customers can facilitate custom-
ers’ relatedness to CSR activities, which in turn, promotes customers’ persistent intention
(Morsing & Schultz, 2006). Self-determination theory also supports that relatedness (e.g., feeling
connected to others, experiencing care for others, and feeling supported by others) is associated
with behavioral intention (Deci & Ryan, 2008). In the hotel context, interpersonal connection
with CSR activities, such as enhancing social welfare and promoting healthy communities, is posi-
tively related to perceived satisfaction with relatedness. Therefore, the following hypotheses
were proposed:
H3a: Perceived relatedness with CSR activities exerts a positive effect on revisit intention.

H3b: Perceived relatedness with CSR activities exerts a positive effect on WOM intention.

Figure 1 illustrates the proposed model in which customers’ perceived autonomy, compe-
tence, and relatedness with CSR activities and behavioral intention are the consequences of
needs satisfaction in the hotel context.

Methods
Data collection
The author tested the hypotheses, which examined the determinants of customers’ positive atti-
tude toward hotel CSR activities, by using data collected from an online survey. The U.S. Panel
members of Amazon Mechanical Turk (AMT) participated in this study in exchange for a small
monetary compensation. AMT allows researchers to recruit “workers” for the completion of tasks.
AMT offers the following benefits: 1) convenient access to a relatively diverse population, 2) pos-
sibility of conducting research on a common population, 3) workers provide quality data, and 4)
more representative than other convenience samples (Goodman et al., 2013). Each worker was
identified with a unique worker ID, allowing only one chance to participate in the survey unless
 JOURNAL OF SUSTAINABLE TOURISM 7

Table 1. Sample characteristics.

Criterion Frequency Percentage
Gender
Female 90 58.8%
Male 63 41.2%
Age groups
19-29 112 73.2%
30-39 30 19.6%
40-39 3 2.0%
50-59 6 3.9%
Over 60 2 1.3%
Highest education level
Highschool 5 3.3%
College degree 56 36.6%
University degree 54 35.3%
Postgraduate degree 38 24.8%
Annual income level (US dollar)
Less than 30,000 26 17.0%
30,000-40,000 39 25.5%
40,001-50,000 35 22.9%
50,001-60,000 36 23.5%
60,001-70,000 15 9.8%
Over 70,001 2 1.3%

the worker creates a new account. The researcher used several screening questions to ensure
the surveys were viewed and completed by potential respondents. Before participating, potential
respondents were informed about the study and they were able to access the study only if they
had stayed at a hotel for the past year and had approved the consent form. To ensure the valid-
ity of the CSR concept, the definition and example of CSR in the hotel context were provided to
each respondent (e.g., CSR was defined as a company’s activities that integrate social and envir-
onmental concerns. Examples include fair treatment of employees, donation to the community,
food waste reduction, and water and energy conservation in the hotel context). In particular, the
questionnaire contained several questions to determine the impact of customers’ satisfaction
with autonomy, competence, and relatedness on their positive behavioral outcomes. The author
collected information about the previous hotel experiences of customers. Information, including
gender, age, income, educational level, and nationality (Table 1), was collected from an online
survey platform. The respondents were asked to indicate the name of the hotel that they
recently visited, and this brand was embedded into the entire survey questionnaire to allow the
respondents to connect with their previous experience. The author collected the data in
September 2019. A total of 153 respondents completed the questionnaire.

Data analysis
The author applied partial least squares structural equation modeling (PLS-SEM) using SmartPLS
to examine the hypotheses (Fornell & Cha, 1994; Hair et al., 2019). SmartPLS is useful because it
allows the simultaneous testing of hypotheses with single or multi-items measurements (Fornell
& Bookstein, 1982; Ringle et al., 2005). The SmartPLS software applies a least squares estimation
procedure and is typically recommended for situations with a small sample size (Rahimnia &
Hassanzadeh, 2013). Also, in the tourism literature, PLS-SEM has been used a small sample size
and a relatively complex model (Ritchie et al., 2020). Also, the sample size of this study ensured
the minimum sample rule for PLS-SEM which states that the sample size should be at least 10
times the number of incoming paths to the construct (Barclay et al., 1995). The structural model
contains five latent variables for the different aspects of basic needs (autonomy, competence,
and relatedness) and its consequences (attitude and behavioral intention). To measure custom-
ers’ perceived autonomy, competence, and relatedness of CSR activities, the author used the
8 J. AHN

Table 2. Factor loadings.

Contracts Items Loadings
Autonomy needs satisfaction This hotel makes me feel free to 0.88
express my ideas and opinions 0.76
participating in CSR activities. This
hotel makes me feel free
participating in CSR activities.
Competence needs satisfactionThis hotel makes me master my tasks 0.89
participating in CSR activities. This 0.86
hotel makes me doubt whether I
am able to participate in
CSR activities.
Relatedness needs satisfaction This hotel makes me feel connected 0.91
with other people participating in 0.87
CSR activities. This hotel makes me
feel part of a group of people
participating in CSR activities.
Revisit l intention I am likely to check reviews regarding 0.87
this hotel. I am likely to consider 0.89
this hotel next time I think about
staying at the hotel.
Word of mouth intention I am likely to spread positive word of 0.88
mouth about this hotel. I would 0.79
recommend this hotel to
my friends.

items from Broeck et al. (2010). Broeck et al. (2010)’s needs satisfaction items have been widely
used in the brand management context to understand the link between customers’ psycho-
logical mechanism of brand-related behavior (Ahn, 2020; Hsieh & Chang, 2016). Validity and reli-
ability were examined across previous studies. To measure attitude and behavioral intention, the
author used existing scales from previous hospitality and tourism studies (Ahn, 2019). The author
adopted multiple items for all the constructs (Table 2). The self-administered questionnaire was
used in on a 7-point Likert scale (see Appendix A for the questionnaire).
Autonomy, competence, and relatedness scales presented Cronbach’s alpha scores of over
0.70, achieving reliability and indicating high internal consistency (Ali et al., 2018; Nunnally,
1994). Moreover, the alpha scores were greater than 0.70 for the consequences of needs satisfac-
tion (i.e., revisit and WOM intentions). Composite reliability was greater than 0.75 for all the con-
structs (Chin, 1998; Fornell & Cha, 1994; Fornell & Larcker, 1981). As suggested in the previous
studies (Christensen, 2001), this study used random sampling to increase external validity (gener-
alizability). Convergent validity was ensured because all the factor loadings were significant and
exceeded 0.70 (Hulland, 1999). Also, in PLS-SEM, Hair et al. (2011) suggested that AVE should be
higher than 0.50 to ensure convergent validity. As shown in Table 3, discriminant validity was
checked by comparing the square root of AVE for individual variables with the correlations
among latent variables (Chin, 1998). Also, the heterotrait-monotrait ratio of correlations (HTMT)
showed that all values below the recommended threshold, 0.90 (Henseler et al., 2015). All values
were ranged from 0.43 to 0.75.

Results
To examine the proposed relationships, the author used a bootstrapping procedure with 5,000
resamples (Hair et al., 2017; Streukens & Leroi-Werelds, 2016). Table 4 presents the path coeffi-
cients, t-values, and total effects of the variables. The model explained 44.3% of customers’
revisit and 48.6% of WOM intentions. All the parameters were examined to test the hypotheses.
As proposed in H1b, the level of customers’ autonomy satisfaction with hotel CSR activities
increased their WOM intention (path coefficient ¼ 0.52, p < 0.05). By contrast, support for auton-
omy did not exhibit an impact on revisit intention, and thus, H1a was rejected. The author found
 JOURNAL OF SUSTAINABLE TOURISM 9

Table 3. Descriptive statistics and correlations.

Mean SD AVE CR 1 2 3 4 5
1. Autonomy needs satisfaction 5.49 1.01 0.53 0.80 0.82
2. Competence needs satisfaction 5.51 1.04 0.73 0.88 0.62 0.88
3. Relatedness needs satisfaction 5.51 1.09 0.71 0.87 0.72 0.68 0.89
4. Revisit intention 5.59 1.06 0.76 0.89 0.54 0.51 0.66 0.88
5. Word of mouth intention 5.62 0.96 0.60 0.82 0.68 0.44 0.60 0.71 0.84
SD: Standard deviation, AVE: Average variance extracted, CR: Composite reliability.

Table 4. Impact of determinants of CSR behavior.

Effect of On Path coefficient p-value t-value Results
Autonomy needs satisfaction Revisit intention 0.11 0.30 1.03 Not supported
Word of mouth intention 0.52 0.00 4.36 Supported
Competence needs satisfaction Revisit intention 0.18 0.10 1.65 Not supported
Word of mouth intention 0.07 0.46 0.74 Not supported
Relatedness needs satisfaction Revisit intention 0.48 0.00 4.75 Supported
Word of mouth intention 0.27 0.01 2.41 Supported

that the level of relatedness satisfaction increased the extent of revisit (path coefficient ¼ 0.48,
p < 0.05) and WOM (path coefficient ¼ 0.27, p < 0.05) intentions, as proposed in H3a and H3b.
However, customers’ competence satisfaction did not significantly influence customers’ behav-
ioral intention; hence, H2a and H2b were rejected.

Discussion
The primary objective of CSR activities is enabling businesses to benefit tangibly (economically)
and intangibly (non-economically) from engaging in CSR activities and practices (Carroll &
Shabana, 2010). Although CSR has undergone numerous manifestations throughout the year, the
impact of CSR activities on corporate performance remains questionable. Thus, effort to under-
stand CSR across different settings is significant for the development of CSR practices and con-
duct. In particular, distinguishing types of CSR development on attitude toward a company is
important to understand the impact of CSR implementation on practice in the tourism setting. In
the current study, self-determination theory was applied to identify and examine success factors
for hotel CSR activities. In line with previous studies (Lavergne et al., 2010; Villacorta et al., 2003),
the self-determination of hotel customers’ motivation was associated with engagement in a cer-
tain behavior. To the author’s knowledge, the current research was the first to examine the rela-
tionship of customers’ perceived autonomy, competence, and relatedness to CSR activities and
its consequences in the hotel context.
Although needs satisfaction through CSR activities is important to customers, previous
research has also suggested that reactions toward CSR activities can differ (Rodrigo & Arenas,
2008). Considering this scenario, the current study also identified the different roles of needs sat-
isfaction in customers’ behavioral intention. The CSR activities of a hotel brand may not equally
affect all three types of needs satisfaction because customers may have different needs through
CSR activities. These activities are expected to influence the basic needs satisfaction of custom-
ers. However, the positive impact of hotel CSR activities on needs satisfaction can vary. For
example, customers may seek more relatedness and autonomy from CSR activities in the hotel
setting. Thus, the findings suggested that autonomy and relatedness attributes are the key to
developing positive behavioral intentions among hotel customers.

Theoretical implications
Similar to previous studies (Deci & Ryan, 2008; Sheldon & Filak, 2008), customers’ satisfaction
with autonomy is associated with behavioral intention (i.e., WOM intention). When customers
10 J. AHN

feel less controlled, they tend to experience higher self-determined motivation for CSR activities,
leading to their intention to spread positive WOM about hotels. The role of autonomy in self-
determined motivation has been widely studied (Mancini, 2008; Oh et al., 2013; Su & Reeve,
2011). The current work adds to the findings that autonomy is related to the behavioral intention
of customers. This result provides implications for encouraging autonomy in the CSR context,
such as providing information about environmental and social issues and solutions. Knowledge
regarding a hotel’s CSR activities can be used as a prerequisite for taking action and leading a
self-directed behavior.
The relatedness facet of CSR activities also exhibits a direct association with revisit and WOM
intentions. Relatedness has emerged as an important indicator of behavioral intention.
Customers who experience relatedness support tend to be satisfied with CSR activities. In line
with previous CSR studies (Cooke et al., 2016), relatedness is associated with a high level of self-
determined motivation to engage in CSR activities. For example, perceiving that other customers
or employees support CSR practices may trigger a sense of belonging or group identity motives
(Baumeister & Leary, 1995; Leary & Baumeister, 2000). CSR advertising or marketing styles that
develop social interactions between customers and employees can support relatedness with
other social beings. Relatedness in CSR activities is strongly linked to how customers connect
with others, and thus, develop high revisit and WOM intentions toward hotels. Therefore, satisfy-
ing relatedness must be considered when examining the effects of CSR messages, including how
different advertising tools (e.g., company website, mobile apps, social media platforms, and print
advertising) affect customers’ subsequent needs satisfaction.
Lastly, this study found that competence in CSR activities is not related to behavioral inten-
tion. Feeling capable to participate in CSR activities is not related to a self-determined motivation
to develop revisit or WOM intention. Although the impact of competence needs on behavior is
supported in previous studies (De Young, 1996; Mancini, 2008), satisfaction with autonomy and
relatedness through CSR activities is an important indicator of customers’ behavioral intention in
the hotel context. Needs satisfaction has been demonstrated to vary on a daily basis (Gagn
e
et al., 2003); thus, this result shows that with regard to customers’ competence and future
chance of success, self-confidence is less preferred over relatedness and autonomy through CSR
activities. In line with previous academic studies that have suggested the different roles of self-
determined needs satisfaction in customers’ behavior (e.g., willingness to pay a premium and
WOM behavior), the current study explored the differences in the relationship between needs
satisfaction and customers’ behavioral intention. The results implied that although CSR activities
can meet customers’ autonomy, relatedness, and competence needs, customers do not always
develop a positive behavior toward a hotel brand. The current study offers useful guidelines for
future studies in the tourism field given the popularity of CSR research in the hotel industry
(Gonz
alez-Rodr
ıguez et al., 2020). The results of the current study suggested that supporting the
needs for autonomy and relatedness to other people of hotel customers can be adopted in the
CSR domain. CSR activities may increase or decrease the impact of satisfaction with competence
on customers’ further actions across different sectors of the tourism industry (e.g., airlines,
cruises, restaurants, and meetings).

Practical implications
This study supports the importance of managing hotel CSR activities to promote customers’ per-
ceived autonomy and relatedness as predictors of revisit and WOM intentions. Hotel service pro-
viders must understand the antecedents of positive behavioral intention given the importance of
such intention in the service industry. In accordance with the findings of this study, practitioners
can use training and communication with their customers to manage their emotions and behav-
ior in the CSR context. Understanding the needs and motivations of customers with regard to
 JOURNAL OF SUSTAINABLE TOURISM 11

CSR activities and practices will influence their satisfaction, leading to their revisit and WOM
intentions. Suitable CSR programs that fit the needs of individual customers and support their
basic psychological needs should be developed. By identifying the two important indicators of
customers’ behavioral intention, these variables can be prioritized in CSR advertising and market-
ing. On the basis of the findings, supporting customers’ needs for autonomy and relatedness in
CSR activities produces positive consequences.
Hotel companies can assess customers’ CSR experiences to ensure that they do not feel overly
controlled by CSR activities and that activities are appropriate for their skills and capacities (e.g.,
acknowledge customers’ CSR perspective, provide meaningful CSR information, offer the choice
to participate, and encourage customers’ self-initiative). To increase customers’ sense of auton-
omy, companies can provide customers with the freedom to choose the type of CSR programs
(e.g., saving the environment, helping the community, caring for employees) to participate in
and their manner of participation (e.g., donation, less use of towels, training CSR education).
Employees can also attempt to increase interactions with customers when engaging in CSR activ-
ities (e.g., continuous feedback, encourage customers’ CSR participation). Changing the interper-
sonal style of communication can be effective in increasing the impact of needs satisfaction on
behavioral intention. Hotel service providers can use mixed communication that comprises face-
to-face interaction, interactive websites, and mobile apps. CSR communication can increase cus-
tomers’ basic needs satisfaction.
The results of this study proposed that the level of customers’ positive behavioral decision is
influenced by self-determined motivation. The findings provide useful guidelines for policy-
makers. This study suggests that customers should behave because they want to and not
because they have to (i.e., satisfaction of autonomy needs). Therefore, allowing autonomy in CSR
activities can be more effective than required compliance (e.g., environmental protection laws) in
the hotel context. Moreover, customers’ feeling of relatedness (e.g., emotional closeness and
acceptance) was identified as a strong indicator of positive outcomes. Customers can satisfy
relatedness when CSR-related policies are similar to their personal values or goals. Thus, policy-
makers should communicate and implement CSR activities in ways that satisfy customers’
relatedness needs. For example, public relations practitioners can design CSR messages that
encourage customers’ bonding with the local community. Thus, an investigation of customers’
needs satisfaction that influences positive behavioral outcomes is necessary to provide an
increased understanding of the functions of policymakers in the CSR context.

Limitations and suggestions for future studies

The limitations of the current study should be acknowledged. First, this work did not examine
possible moderating variables and control variables (e.g., age, gender, and income) in the rela-
tionship between CSR activities and behavioral intention. For example, customers’ fit with CSR
programs and expertise level can influence the impact of competence on revisit or WOM inten-
tion. Examining the proposed model with demographic and situational variables can expand the
findings of this study. Second, this study used self-reported data. Although a survey that uses
self-reported data is useful in understanding customers’ behavior, it may not provide an in-depth
understanding of their substantive motivations. This issue can be addressed by conducting a
qualitative study. Future research can apply a mixed method that comprises interviews and in-
depth case studies of individual hotels to identify the roles of different needs satisfaction. Third,
the findings of this study provided strong evidence that customers will create positive behavioral
intention if they experience needs satisfaction. To test this hypothesis further, a longitudinal
study is required to measure the actual behavior of customers over time. Lastly, the use of AMT
for collecting data exhibited a limitation. Although AMT provides a diverse general population,
self-selected participation (e.g., workers choose the studies they want to take part in) may not
12 J. AHN

be fully representative of the study population. Moreover, a larger sample would have been
more useful in increasing the generalization of the results. Thus, collecting data from different
platforms and data collection sites may provide additional insights into the associations between
CSR activities and customers’ behavior in future studies.

Disclosure statement
No potential conflict of interest was reported by the author(s).

Notes on contributor
Dr. Jiseon Ahn is a senior lecturer in School of Hospitality, Tourism and Events, Taylor's University, Malaysia. Her
research interests include consumer behavior.

ORCID
Jiseon Ahn http://orcid.org/0000-0001-9565-213X

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