The Impact of CSR and Product & Service Quality on Corporate Reputation: A Cross-Cultural Study of International Hotel Chains in Batam City

Abstract

This study examined the effects of Corporate Social Responsibility (CSR) and Product and Service Quality (PSQ) on Corporate Reputation (CR), with National Culture (NC) as a moderating variable, in the context of international hotels in Batam City. Using a quantitative survey approach, data were collected from 261 hotel employees through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicated that both CSR and PSQ had positive and significant influences on Corporate Reputation, and National Culture also showed a significant direct effect. However, National Culture did not significantly moderate either the CSR–CR or the PSQ–CR relationship. These findings suggest that consistent CSR implementation and quality service improvements are universal drivers of hotel reputation, transcending national cultural boundaries. The results offer practical guidance for international hotel managers seeking to strengthen corporate reputation in cross-cultural markets.