Does corporate social responsibility matter even in the B2B market?: Effect of B2B CSR on customer trust

2021 ◽  
Vol 93 ◽  
pp. 115-123
Author(s):  
Sang-Lin Han ◽  
Jong Won Lee
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Market Effect ◽  
Corporate Social ◽  
Customer Trust

scholarly journals PERAN MODERASI PERCEIVED CORPORATE SOCIAL RESPONSIBILITY DALAM PENGARUH TRUST TERHADAP LOYALITAS DAN REPURCHASE INTENTION PADA AIR MINUM DALAM KEMASAN MEREK AQUA DI SURABAYA

2017 ◽  
Vol 9 (2) ◽  
Author(s):  
Christina Esti Susanti
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Repurchase Intention ◽  
Marketing Managers ◽  
Corporate Social ◽  
Customer Trust ◽  
The Impact

In recent business competition, marketing managers try to satisfying consumers and building stable-long term relationship between company and consumer. The relationship needs consumer’s trust to company. That is why marketing managers are interested in knowing the impact of trust, loyalty and corporate social responsibility (CSR) toward customer retention (repurchase intention) in order to develop the long term profitability of the company. The long term relationship with consumers results in profitability and also impacts of survival and company development. In other word, trust influences toward loyalty and consumer retention. In the same moment, it is not surprising that academicians and practitioner effort to understand trust, customer loyalty, repurchase intention and CSR. This research examines firstly, influence of customer trust toward customer loyalty. Secondly, the research examines influence of customer loyalty toward repurchase intention. Thirdly, the research examines the role of perceived CSR as a moderating variable on the influence customer trust toward customer loyalty. The packaged-drinking water Aqua is taken as the research context because the Aqua company have donated 10 litter clean water in East Indonesia for each of one litter consumer buying. The result of the research shows that perceived CSR play a strong and positive role of influencing trust toward loyalty. Otherwise, trust influences strongly toward loyalty and loyalty influences strong enough toward repurchase intention. The result is expected to give managerial benefit for Aqua Company and also theoretical development in marketing related to the moderation role of perceived CSR in the influence of trust toward loyalty and repurchase intention.

Corporate social responsibility toward stakeholders and customer loyalty: investigating the roles of trust and customer identification with the company

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Niki Glaveli
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Exchange ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Corporate Social ◽  
Customer Trust ◽  
The Impact

Purpose This study aims to uncover the underlying multiple intervening mechanisms between corporate social responsibility (CSR) and customer loyalty. Social identity and social exchange theories offer the ground for prediction that the primary outcomes of CSR initiatives are customer–company (C–C) identification and customer trust, which in turn affect customer loyalty. Also, the differential effect of CSR behaviors toward specific stakeholder groups on customer attitudes and behaviors are examined. Design/methodology/approach Data were collected from 333 customers of telecommunication companies in Greece. Structural equation modeling was used to test the postulated relationships. Findings The findings demonstrate that both C–C identification and customer trust intervene in the relationship between customer perceptions of CSR and customer loyalty; however, the identification mechanism is stronger than the trust mechanism in building customer loyalty while C–C identification seems to drive customer trust. Moreover, out of the three CSR components (customers, employees, and society/environment) that were considered as relevant to customers and were investigated, customer-centric activities were found to be the stronger predictor of both C–C identification and customer trust. Also, CSR toward society/environment was found to positively influence C–C identification. Practical implications The findings of this research can assist practitioners in effectively conceptualizing CSR image from a customers’ point of view and designing their company’s CSR and communication strategies to boost positive customer responses and strong long-term relationships. Originality/value The current study provides further insights into the complex relationship between CSR and customer responses and the impact that different CSR activities may have on customers.

Assessing the effect of customer perceptions of corporate social responsibility on customer trust within a low cultural trust context

2017 ◽  
Vol 13 (4) ◽  
pp. 698-713 ◽  
Author(s):  
Claudel Mombeuil ◽  
Anestis K. Fotiadis
Keyword(s):  
Corporate Social Responsibility ◽  
Customer Satisfaction ◽  
Social Responsibility ◽  
Service Quality ◽  
Cultural Context ◽  
Health Care Services ◽  
Content Type ◽  
Low Level ◽  
Corporate Social ◽  
Customer Trust

Purpose Many research findings depicted corporate social responsibility (CSR) as a strategic tool for influencing customer behavior, especially customer trust. Nevertheless, rare is research that considered a business ecosystem infested by a low level of cultural trust, political and economic problems, perceived corruption and low level of CSR awareness and engagement as obstacles that may prevent companies from influencing their customers’ behavior. Therefore, this study aims to evaluate whether CSR activities positively influence consumer/user trust toward companies operating within a low-cultural-trust context and also the consistency of empirical finds on CSR regardless of the cultural context. Design/methodology/approach The model of this study consisted of four variables: perceptions of CSR, customer trust, service quality and customer satisfaction. The target sample constituted respondents belonging to six different occupational categories namely health-care services, media services, law and public security, agriculture and earth sciences, training and education services and administrative sciences. This study used a quantitative approach based on a paper–pencil questionnaire to collect the data. Findings The results of this study indicated that perceptions of CSR correlated positively with service quality, customer satisfaction and customer trust. The results also indicated that perceptions of CSR, service quality and customer satisfaction are good predictors of customer trust. Originality/value This study is significant because it was conducted in a developing country (Haiti) that has long been struggling with political instability, systemic corruption, serious environmental damages and continuous economic crises and inequality along with a low level of CSR engagement and awareness.

scholarly journals Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty

2018 ◽  
Vol 163 (1) ◽  
pp. 151-166 ◽  
Author(s):  
Oriol Iglesias ◽  
Stefan Markovic ◽  
Mehdi Bagherzadeh ◽  
Jatinder Jit Singh
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Corporate Social ◽  
Customer Trust

scholarly journals The effect of corporate social responsibility towards customer loyalty: the role of trust, c-c identification, and customer satisfaction

2017 ◽  
Vol 21 (2) ◽  
Author(s):  
Rizal E Halim ◽  
Ahmadan Maulana Hermawan
Keyword(s):  
Corporate Social Responsibility ◽  
Customer Satisfaction ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
The Government ◽  
Company Identification ◽  
Corporate Social ◽  
Customer Trust

In addition to running the rules set by the government, the activity of Corporate Social Responsibility (CSR) is also carried out by the company in increasing customer loyalty. This study aims to analyze the influence of CSR activities at the local aircraft company and local banking company to customer loyalty mediated by customer trust,C-C(Consumer-Company) identification, and customer satisfaction. Selection of these two industries because ofgrowththat hasoccurredeveryyear. The sample was consumers who have used the services of local aircraft in the last six months and consumers were registered as clients of local banks in the six months before the study began. This study uses Structural Equation Modeling (SEM) and found that for consumers from local aircraft, the company's CSR activities significantly affect customer loyalty through mediation of customer trust, while consumers from  local bank, CSR activities significantly affect the customer loyalty through mediation of c-cidentification.

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