scholarly journals Effect of Corporate Social Responsibility on Business Sustainability: The Dual Mediation

2021 ◽  
Vol 17 (2) ◽  
pp. 249-266
Author(s):  
I Wayan Gde Sarmawa ◽  
Ida Ayu Oka Martini ◽  
Ida Ayu Putu Widani Sugianingrat
Keyword(s):  
Corporate Social Responsibility ◽  
Data Analysis ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Environmental Concerns ◽  
Business Sustainability ◽  
Corporate Social ◽  
Customer Trust ◽  
The Relationship

Abstract: Companies are constantly trying to maintain customer trust and loyalty in an effort to preserve business sustainability. Implementing environmental concerns in the form of Corporate Social Responsibility (CSR) is expected to achieve both of these aims. This study aims to analyze the roles of CSR, customer trust, and customer loyalty in business sustainability. Questionnaires were filled by 10 customers from each of 100 Rural Banks spread over 9 districts/cities in Bali, Indonesia. Data analysis was performed with SmartPLS 3.3.2 software. The research found that CSR, customer trust, and customer loyalty have a significant impact on business sustainability. The results also found that customer trust and customer loyalty function as mediation in the relationship between CSR and business sustainability. Keywords: Corporate Social Responsibility, customer trust, customer loyalty, business sustainability Pengaruh Tanggung Jawab Sosial Perusahaan terhadap Keberlanjutan Bisnis: Mediasi GandaAbstrak: Perusahaan senantiasa berusaha menjaga kepercayaan dan loyalitas pelanggan dalam upaya menjaga keberlangsungan bisnis. Implementasi kepedulian lingkungan dalam bentuk Corporate Social Responsibility (CSR) diharapkan dapat mencapai kedua tujuan tersebut. Penelitian ini bertujuan untuk menganalisis peran CSR, kepercayaan pelanggan, dan loyalitas pelanggan dalam keberlanjutan bisnis. Kuesioner diisi oleh 10 nasabah dari masing-masing 100 BPR yang tersebar di 9 kabupaten/kota di Bali, Indonesia. Analisis data dilakukan dengan software SmartPLS 3.3.2. Hasil penelitian menemukan bahwa CSR, kepercayaan pelanggan, dan loyalitas pelanggan memiliki pengaruh yang signifikan terhadap keberlangsungan bisnis. Hasil penelitian juga menemukan bahwa kepercayaan pelanggan dan loyalitas pelanggan berfungsi sebagai mediasi dalam hubungan antara CSR dan keberlanjutan bisnis.Kata kunci: Tanggung Jawab Sosial Perusahaan, kepercayaan pelanggan, loyalitas pelanggan, keberlangsungan usaha

scholarly journals The relationship of corporate social responsibility to customer loyalty - A study in Vietnam market

2021 ◽  
Vol 5 (1) ◽  
pp. first
Author(s):  
Nguyễn Văn Anh ◽  
Thảo Thị Phương Nguyễn
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Positive Impact ◽  
Business Managers ◽  
New Perspective ◽  
Positive Outlook ◽  
Corporate Social ◽  
Relationship Of ◽  
The Relationship

In recent years, consumers are increasingly interested in corporate social responsibility activities for the community. Many companies have begun to focus on CSR activities as it can contribute to improving the company's image in customer's perception. In Vietnam, although there are also some studies about CSR, the quantity is limited and there are certain limitations. Therefore, this study aims to evaluate the relationship between CSR activities and customer loyalty through trust, customer company identify, and satisfaction. With the data being collected by survey questionnaires, the authors test the model and research hypotheses by using PLS-SEM techniques. The results show that CSR activities have a positive impact on customer loyalty through factors of trust, customer company identify, and customer satisfaction. This study helps business managers to develop effective policies and to have a new perspective on CSR activities as well as its values. In addition, the positive outlook of the customers on the business will bring many benefits, contributing to improving the brand value and reputation, enhancing competitive advantages towards sustainable development.

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.

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.

scholarly journals PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CORPORATE IMAGE DAN DAMPAKNYA PADA LOYALITAS PELANGGAN PT. PEGADAIAN (PERSERO) DI PULAU LOMBOK (Kasus Pada Penerima Program Kemitraan)

2018 ◽  
Vol 7 (2) ◽  
Author(s):  
Milana Prihatina D T ◽  
Dwi Putra Buana Sakti ◽  
Handry Sudiartha Athar
Keyword(s):  
Corporate Social Responsibility ◽  
Data Analysis ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Strong Correlation ◽  
Corporate Image ◽  
Corporate Social ◽  
Partnership Program ◽  
Lombok Island

This research aims to determine and analyze the significance of influences: 1) CSR towards Corporate image PT. Pegadaian (pesero) on Lombok Island. 2) Corporate image to customer loyalty PT. Pegadaian (pesero) on Lombok Island. 3) CSR towards customer loyalty PT. Pegadaian (pesero) on Lombok Island. 4) CSR towards customer loyalty PT. Pegadaian (pesero) on Lombok Island through the Corporate image variable. This research is associative research with a quantitative approach. With the sample of 89 customers of PT. Pegadaian (Persero), which has received a Partnership Program of CSR assistance in Lombok Island in last 3 (three) years (2014-2016). Based on the results of the research and discussion it can be concluded as follows: 1) There is a direct, positive and significant influence between CSR variables on Corporate Image. The results of data analysis also found a very strong correlation between CSR variables and Corporate Image. 2) There is a direct, positive and significant influence between the variables of Corporate Image on Customer Loyalty. From the results of data analysis also found a very strong correlation between the variables of Corporate Image on Customer Loyalty. 3) There is a direct, positive and significant influence between CSR variables on customer loyalty. The results of data analysis also found a very strong correlation between CSR variables on customer loyalty. 4) There is a direct, positive and significant influence between CSR variables on Customer Loyalty through CorporateImage.Penelitian ini merupakan penelitian asosiatif dengan pendekatan kuantitatif. Dengan sampel 89 pelanggan PT. Pegadaian (Persero), yang telah menerima Program Kemitraan bantuan CSR di Pulau Lombok dalam 3 (tiga) tahun terakhir (2014-2016). Berdasarkan hasil penelitian dan pembahasan dapat disimpulkan sebagai berikut: 1) Terdapat pengaruh langsung, positif dan signifikan antara variabel CSR terhadap Citra Perusahaan. Hasil analisis data juga menunjukan korelasi yang sangat kuat antara variabel CSR dan Citra Perusahaan. 2) Terdapat pengaruh langsung, positif dan signifikan antara variabel Citra Perusahaan terhadap Loyalitas Pelanggan. Dari hasil analisis data juga ditemukan korelasi yang sangat kuat antara variabel Corporate Image pada Loyalitas Pelanggan. 3) Terdapat pengaruh langsung, positif dan signifikan antara variabel CSR terhadap loyalitas pelanggan. Hasil analisis data juga menemukan korelasi yang sangat kuat antara variabel CSR terhadap loyalitas pelanggan. 4) Ada pengaruh langsung, positif dan signifikan antara variabel CSR pada Loyalitas Pelanggan melalui Corporate ImageKeyword :CSR; Corporate Image; LoyalitasPelanggan

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