Abstract

This study examined the extent to which corporate social responsibility (CSR) dimensions shaped hotel reputation (REP) through customer trust (TRU), and whether customer engagement (ENG) moderated this relationship in the Mekong Delta context. Although prior studies had acknowledged the importance of CSR in shaping customer perceptions, they had paid limited attention to the distinct effects of multidimensional CSR and the conditions under which TRU was transformed into REP. A structured questionnaire survey was administered to 874 hotel guests in the Mekong Delta, Vietnam. The measurement scales were adapted from previous studies and refined through a pilot test. Partial least squares structural equation modeling (PLS-SEM), together with bootstrapping, was used to test the direct, mediating, and moderating effects. CSR dimensions exhibited heterogeneous effects. Customer-oriented responsibility had the strongest impact on both TRU and REP, followed by environmental and economic responsibilities. Legal responsibility directly enhanced REP but did not significantly affect TRU, whereas community responsibility strengthened TRU without directly influencing REP. TRU significantly improved REP and mediated most CSR–REP relationships. ENG positively moderated the TRU–REP link, amplifying reputational outcomes. The study contributed to CSR and hospitality research by modeling CSR as a multidimensional construct and by identifying ENG as a boundary condition that strengthened the TRU–REP mechanism. Managers should prioritize customer-focused CSR and enhance engagement to maximize reputational gains.

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