Corporate Social Responsibility and Service Innovation: Job Attitudes as a Mediator

Guan Zhongke

doi:10.56982/dream.v3i10.270

Authors

Guan Zhongke City University, Kuala Lumpur, Malaysia

DOI:

https://doi.org/10.56982/dream.v3i10.270

Keywords:

corporate social responsibility, service innovation, job attitudes

Abstract

This paper explores the relationship between Corporate Social Responsibility (CSR) and service innovation in Beijing’s hotel sector, emphasizing the mediating role of job attitudes. The study proposes that CSR initiatives not only enhance a hotel’s reputation but also significantly influence employee job satisfaction, organizational commitment, and engagement, which in turn drive service innovation. The framework suggests that positive job attitudes are crucial for leveraging CSR efforts to foster a culture of creativity and innovation in service delivery. Practical implications highlight the need for hotels to integrate CSR into their organizational culture and human resource management practices to maximize its impact on innovation. Future research directions include empirical testing of the model across different hotel segments and regions to further validate the mediating role of job attitudes in the CSR-innovation nexus.

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