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.

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 CORPORATE SOCIAL RESPONSIBILITY TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH ELECTRONIC SERVICE QUALITY, TRUST DAN CUSTOMER SATISFACTION PADA INDUSTRI PERBANKAN INDONESIA

2021 ◽  
Vol 10 (2) ◽  
pp. 191
Author(s):  
Delia Anindita Prashella ◽  
Kurniawati Kurniawati ◽  
Herfin Fachri ◽  
Prita Karina Diandra ◽  
Taryono Aji
Keyword(s):  
Corporate Social Responsibility ◽  
Customer Satisfaction ◽  
Social Responsibility ◽  
Service Quality ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Electronic Service ◽  
Corporate Social

ABSTRACT This article examines the effect of Corporate Social Responsibility (CSR) programs on customer loyalty that is mediated by service quality, trust and electorinic customer satisfaction. Using a sample of 207 BUKU 4 bank customers in Indonesia who have accounts for more than six months. The survey was conducted by filling out an online questionnaire. Data analysis used Structural Equation Modeling (SEM). The results obtained from this study indicate that CSR mediated by electronic service quality, trust, and customer satisfaction overall has a positive influence on customer loyalty of banks in Indonesia. This study reveals that the bank is not only oriented towards business profit, but also carry out CSR programs in a sustainable manner. The CSR program is considered important, because it can build effective communication with customers and prospective customers. It can also increase customer awareness. In addition, currently the technology owned by the bank will be a factor that can build consumer loyalty. ABSTRAK Artikel ini menguji pengaruh program Corporate Social Responsibility (CSR) terhadap loyalitas pelanggan yang dimediasi oleh kualitas layanan, kepercayaan dan kepuasan pelanggan elektronik. Menggunakan sampel 207 nasabah bank BUKU 4 di Indonesia yang memiliki rekening lebih dari enam bulan. Survei dilakukan dengan mengisi kuesioner online. Analisis data menggunakan Structural Equation Modelling (SEM). Hasil yang diperoleh dari penelitian ini menunjukkan bahwa CSR yang dimediasi oleh electronic service quality, trust, dan customer satisfaction secara keseluruhan berpengaruh positif terhadap loyalitas nasabah bank-bank di Indonesia. Studi ini mengungkapkan bahwa bank tidak hanya berorientasi pada keuntungan bisnis, tetapi juga menjalankan program CSR secara berkelanjutan. Program CSR dinilai penting, karena dapat membangun komunikasi yang efektif dengan pelanggan dan calon pelanggan. Hal ini juga dapat meningkatkan kesadaran pelanggan. Selain itu, saat ini teknologi yang dimiliki bank akan menjadi faktor yang dapat membangun loyalitas konsumen.JEL: M30, M31, M39

scholarly journals Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism

2020 ◽  
Vol 12 (6) ◽  
pp. 2525 ◽  
Author(s):  
Ali Raza ◽  
Amer Saeed ◽  
Muhammad Khalid Iqbal ◽  
Umair Saeed ◽  
Imran Sadiq ◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Customer Behavior ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Company Identification ◽  
Corporate Social

Promoting corporate social responsibility (CSR) and co-creation has become a crucial relationship marketing strategy for the banks. This research empirically investigates how banks’ CSR activities generate positive customer responses in the form of co-creation, customer–company identification (CCI), and loyalty. This research sheds light on the influence of CSR on customer behavior by analyzing the underlying psychological processes through the sequential mediation of co-creation and CCI. Working with a sample of 280 banking customers in Pakistan, partial least square based structural equation modeling (PLS-SEM) is employed to test the conceptual model. CSR is a multidimensional formative construct that affects customer loyalty both directly and indirectly. Sequential partial mediations of co-creation and CCI are found between CSR activities and customer loyalty. Lastly, CCI has a direct and significant impact on co-creation and customer loyalty. Banks must include CSR in their long-term marketing plans to improve overall customer behavior because banks’ CSR activities result in customer identification and co-creation. Similarly, banks should welcome the customers’ participation in service design and use their knowledge and skills to improve overall service culture.

scholarly journals Corporate Social Responsibility Activities that Influence Customer Loyalty of SMEs

2018 ◽  
Vol 13 (6) ◽  
pp. 255 ◽  
Author(s):  
Peter K. Turyakira
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Small And Medium Enterprises ◽  
Equation Modeling ◽  
Key Stakeholders ◽  
Medium Enterprises ◽  
Corporate Social

Businesses are increasingly required to address the demands of key stakeholders, in addition to those of shareholders. There is an increasing role of corporate social responsibility (CSR) to large businesses and small and medium enterprises (SMEs) alike. However, research to support the degree of the application of CSR activities to SMEs with respect to customer loyalty is limited. The purpose of this study was to examine the selected CSR activities that impact the customer loyalty of SMEs. A self-administered questionnaire was distributed to selected SMEs in Kampala District, while Structural Equation Modeling was utilised to determine the influence of independent variables on the dependent variable. The study findings revealed that the selected CSR activities (Society-oriented CSR activities, Market-oriented CSR activities and Environmental-oriented CSR activities) positively influence the Customer loyalty of SMEs.

scholarly journals Effects of perceived corporate social responsibility practices on customers’ satisfaction and perceived value – A study in the food industry in Vietnam

2020 ◽  
Vol 7 (2) ◽  
Author(s):  
Le Thi Thanh Xuan ◽  
Tran Tien Khoa ◽  
Nguyen Pham Nhu An
Keyword(s):  
Corporate Social Responsibility ◽  
Customer Satisfaction ◽  
Social Responsibility ◽  
Product Quality ◽  
Structural Equation ◽  
Food Industry ◽  
Perceived Value ◽  
Equation Modeling ◽  
Research Findings ◽  
Corporate Social

The main purpose of this study is to investigate the effects of perceived Corporate Social Responsibility (CSR) practices on customers’ satisfaction and perceived value. According to the result of the literature review, the studied CSR practices include environmental protection, customer protection, community, HR policies, price, product quality, relationship selling, empathy, and fulfill expectations. To address the research objective, the present study proposed two following research questions: (1) What are factors of CSR practices impacting customers’ satisfaction?; and (2) How do these factors influence customer satisfaction and perceived value? The study approached 236 customers of the food industry to conduct a survey empirically and tested the proposed hypotheses using structural equation modeling. The research findings show that (1), in Vietnamese customers perceptions, Perceived price, Perceived quality and Empathy are three components of CSR practices; (2) these components have positive impacts on Customer satisfaction; and (3) Customer satisfaction has a positive relationship with customers’ perceived value. These findings help to enrich the CSR literature in developing countries like Vietnam, and to confirm the findings of previous studies. Moreover, from the research findings, the present study suggested some managerial implications for firms in the food industry relating to price, product quality and empathy.

scholarly journals Relationship between ethical corporate social responsibility and customer loyalty: the mediating role of customers’ gratitude

2021 ◽  
Vol 12 (8) ◽  
pp. 2194-2216
Author(s):  
Abdelsalam Adam Hamid ◽  
Maigana Amsami ◽  
Siddiq Balal Ibrahim
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
North East ◽  
Corporate Social ◽  
Retail Banks

The purpose of this study was to examine whether customer gratitude mediates the association between ethical corporate social responsibility and customer loyalty. A cross-sectional survey was adopted. A total of 430 individual customers of retail banks located in some selected towns in north-east region of Nigeria were selected using convenience sampling. Structured questionnaires were used to collect. Descriptive statistics and partial least square structural equation modeling were used in data analysis. Finding showed that ethical corporate social responsibility positively and significantly affected customer loyalty. Also, a positive and significant effect of ethical corporate social responsibility on customer gratitude was observed. Furthermore, it was observed that customer gratitude and customer loyalty are positively associated. Also, customer gratitude mediated between ethical corporate social responsibility and customer loyalty. This study concluded that customer gratitude mediated the influence of ethical corporate social responsibility on customer loyalty. The finding of this study will help managers of Nigerian retail banks to develop ethical corporate social practices which strongly create feelings of gratitude among their banks’ customers in order to take advantage of customers’ gratitude, and eventually cultivate customers’ loyalty.

scholarly journals CSR or ISO Certifi cation: What Does Really Matter for Consumer in Developing Countries ?

2019 ◽  
Vol 15 (1) ◽  
pp. 95-111
Author(s):  
Ammar Ahmad ◽  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Company Identification ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship

This empirical study was aimed to discover the impact of corporate social responsibility (CSR) and international standardization of organization (ISO) on corporate reputation (CR) and corporate reputation’s effect on consumer loyalty (CL). In addition, the relationship of corporate reputation & trust (T), corporate reputation with consumer company identification (CCI) was also examined. Lastly the association of consumer company identification, trust and consumer loyalty (CL) was also analyzed. The data was collected from 500 students of three different universities and survey instrument was administrated. Overall, eight hypotheses were examined to confirm the relationship among variables by using the CFA (Confirmatory Factor Analysis) and structural equation modeling (SEM) was used to test the validity of the instrument with the help of AMOS and SPSS software. The result indicated that ISO and environmental CSR has direct relationship with corporate reputation. Corporate reputation had direct association with trust. Whereas, corporate reputation was significantly positive related with consumer company identification. Subsequently, Trust also showed positive relation with loyalty and positive relationship was found between consumer company identification and consumer loyalty. Furthermore, results showed that community development- corporate social responsibility had no relationship with corporate reputation and corporate reputation was significantly related with customer loyalty. The findings of this study contribute in the literature provided instrument authenticity and adaptability in Pakistani context. In this study limitations and future recommendations were also provided.

The relationship between casino corporate social responsibility and casino customer loyalty

2018 ◽  
Vol 25 (4) ◽  
pp. 569-592 ◽  
Author(s):  
Shiang-Lih Chen McCain ◽  
Jeffrey C Lolli ◽  
Emma Liu ◽  
Eric Jen
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Structural Equation ◽  
The United States ◽  
Equation Modeling ◽  
Casino Industry ◽  
Modeling Analysis ◽  
Negative Images ◽  
Corporate Social

Corporate social responsibility (CSR) has become a popular, and even expected, strategy for promoting an organization’s public persona. CSR is particularly important in the casino industry since many customers associate the casino industry with negative images such as crime and drugs; therefore, casinos try to enhance their social image through CSR activities. This study investigated how casinos’ CSR activities (economic, legal, ethical, and philanthropic) influenced customer loyalty (CL). Partial Least Squares (PLS)-structural equation modeling analysis was used to examine the hypotheses on a sample of 251 casino’s customer in the United States. Results of this study showed that the dimensions of philanthropic and legal responsibilities had varying effects on CL. In contrast, economic and ethical responsibilities didn’t significantly affect CL.

How does corporate social responsibility create customer loyalty? The role of corporate image

2017 ◽  
Vol 13 (3) ◽  
pp. 409-427 ◽  
Author(s):  
Mert Gürlek ◽  
Ertugrul Düzgün ◽  
Selma Meydan Uygur
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Corporate Image ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Independent Hotels ◽  
Corporate Social

Purpose This paper aims to investigate whether corporate image has a mediating effect on the influence of corporate social responsibility (CSR) on customer loyalty in independent hotels. Design/methodology/approach Data were collected from customers of five-star hotels located in Istanbul in Turkey. The theoretical model was tested with 404 usable data. The results were analyzed by using structural equation modeling (SEM). Findings Findings show that CSR creates customer loyalty partially through corporate image in the independent hotels. In addition, it was found that the hotels included in the study carried out moderate level of CSR activities. Research limitations/implications The research model was tested in independent five-star hotels. Further studies could be carried out using different independent hospitality companies. In addition, the research was conducted on a limited sample, as hotel managers were not willing to allow direct contact with customers. Further studies could be carried out on larger samples. Practical implications This study recommends that independent hotels carry out more CSR activities on social and environmental issues. In addition, direct effect of CSR on customer loyalty is lower than its indirect effect via corporate image. Therefore, if companies desire to create customer loyalty through CSR, they should introduce their CSR activities to customers via communication tools (website, media etc.) Originality/value This study examines CSR in terms of sustainable development in the independent hotels. Furthermore, it explains relationships between CSR and corporate image and customer loyalty through the principle of generalized reciprocity specified in the theory of social change.

Sign in / Sign up

Export Citation Format

Share Document