The Impact of Corporate Social Responsibility on Long-Term Relationships in the Business-to-Business Market

The purpose of this study is to investigate the effect of partner firms’ corporate social responsibility (CSR) activities on long-term relationships in business-to-business (B2B) industries. We developed a research model to capture the correlations between a partner firm’s CSR reputation (i.e., business practice, CSR reputation, and philanthropic CSR reputation), trust, information sharing, risk–reward sharing, and long-term relationships. Drawing on the stakeholder and social exchange theories, we hypothesized that a partner firm’s CSR reputation would affect long-term relationships through trust, information sharing, and risk–reward sharing. Through empirical analysis, we found that business practice CSR is positively related to long-term relationships through trust and B2B partnership. We also present some theoretical and managerial implications of this study.

Download Full-text

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

Journal of Management and Business Review ◽

10.34149/jmbr.v9i2.73 ◽

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.

Download Full-text

Impact of Employees' Perceived Corporate Social Responsibility on Organizational Citizenship Behavior

International Journal of Customer Relationship Marketing and Management ◽

10.4018/ijcrmm.2020070102 ◽

2020 ◽

Vol 11 (3) ◽

pp. 25-38

Author(s):

Tahniyath Fatima

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Social Exchange ◽

Organizational Citizenship ◽

Organizational Citizenship Behavior ◽

Social Identity Theory ◽

Attribution Theory ◽

Citizenship Behavior ◽

Corporate Social ◽

The Impact

Perceived reality plays a more prominent role in shaping one's attitudes and behaviors than the actual reality itself. Research on perceived corporate social responsibility (PCSR) has gained interest and this research study examines the specific relationship of PCSR with a discretionary behavioral construct, organizational citizenship behavior (OCB). Building upon social theories such as the social identity theory, social exchange theory, social learning theory, and social attribution theory, a conceptual framework is proposed that identifies the impact of internal and external moderators on the PCSR-OCB relationship. Through proposing the impact of external moderators, the researcher aims to bring in objectivity when assessing PCSR, a subjective construct. Further contributions to research and practitioners are highlighted and future avenues for research are discussed.

Download Full-text

The role and relevance of corporate social responsibility in sport: A view from the top

Journal of Management & Organization ◽

10.5172/jmo.2010.16.4.528 ◽

2010 ◽

Vol 16 (4) ◽

pp. 528-549 ◽

Cited By ~ 11

Author(s):

Kathy Babiak

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

North American ◽

Professional Sport ◽

Stakeholder Perspectives ◽

Sport League ◽

Beneficial Impact ◽

Corporate Social ◽

The Impact

AbstractCorporate social responsibility (CSR) represents behaviors that have increasingly strategic importance to many companies. CSR has been defined as a company's commitment to minimizing or eliminating any harmful effects on society and maximizing its long-term beneficial impact (Mohr, Webb, & Harris, 2001). The purpose of this paper is (a) to improve our understanding of how North American professional sport league executives view CSR and (b) to consider how CSR activities contribute to these leagues. Interviews with four senior league executives provide perspective as to the role and relevance of social responsibility in North American professional sport. The paper discusses the impact of leadership on CSR and relates the topics covered from institutional, strategic, and stakeholder perspectives.

Download Full-text

The impact of corporate social responsibility on consumer’s relationship intention: Evidence from MENA countries

Journal of Governance and Regulation ◽

10.22495/jgrv10i4art1 ◽

2021 ◽

Vol 10 (4) ◽

pp. 8-14

Author(s):

Aws AlHares ◽

Tarek Abu-Asi ◽

Gerard Dominic ◽

Ruba Al Abed

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Purchase Intention ◽

Policy Makers ◽

Four Dimensions ◽

Mena Countries ◽

Relevant Role ◽

Corporate Social ◽

The Impact

Corporate social responsibility (CSR) raised the attention of the MENA market, given its capacity to influence consumers’ purchase intention and, particularly, consumers’ repurchase intention. Therefore, CSR helps to build a long-term relationship between the companies with its consumers. Following this new trend, our work contributes to the understanding of how CSR contributes to a long-term relationship with consumers. To achieve that, we considered the four dimensions of CSR (philanthropic, legal, organisation, and ethics) and used those constructs to evaluate the consumers’ relationship intention with companies. Our research was performed in MENA countries by interviewing 1632 consumers. Our findings showed that the philanthropic, legal, and ethical dimensions played a relevant role in determining a long-term relationship between the companies and consumers. This research results differ from the results gained by other researchers in previous studies. Therefore, to establish a long-term relationship with consumers, MENA countries’ companies should focus on philanthropy, legal, and ethics. This study extends, as well as contributes to the extant corporate social responsibility literature by offering new evidence on the impact of corporate social responsibility on consumer relationship intention. The findings will help regulators and policy-makers in evaluating the adequacy of the current corporate social responsibility reforms to prevent management misconduct and scandals.

Download Full-text

The Impact of Corporate Social Responsibility as a Marketing Investment on Firms’ Performance: A Risk-Oriented Approach

Journal of Risk and Financial Management ◽

10.3390/jrfm14110515 ◽

2021 ◽

Vol 14 (11) ◽

pp. 515

Author(s):

Mohamed Ibrahim ◽

Mohamed El Frargy ◽

Khaled Hussainey

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Banking Sector ◽

Stochastic Frontier Analysis ◽

Positive Impact ◽

Frontier Analysis ◽

Strategic Commitment ◽

Corporate Social ◽

The Impact

In light of the growing interest in corporate social responsibility (CSR), there is still controversy regarding its impact on firms’ performance. In this paper, we examine the impact of CSR initiatives, as a marketing investment, on firms’ performance. We treat CSR initiatives as investment and, consequently, the returns appear over the long term. We use the stochastic frontier analysis (SFA) approach which is a forward-looking financial market-based metric that captures the firm’s long-term performance. We focus on the banking industry as it confronts a variety compound of risk. We find that CSR implementation is positively reflected in profit efficiency, regardless of the strategic commitment to implementing CSR and bank size, as these variables do not influence the CSR–performance relationship. However, we find that bank age and competitive positioning have a significant impact on the CSR–performance relationship. Our study provides valuable insights to CSR practitioners and researchers, especially in the banking sector. We provide empirical evidence on the importance of CSR and its positive impact on bank performance in Egypt as one of the emerging markets.

Download Full-text

Impact of Corporate Social Responsibility on the Financial Performance of Banks in Pakistan

International Letters of Social and Humanistic Sciences ◽

10.18052/www.scipress.com/ilshs.21.9 ◽

2014 ◽

Vol 21 ◽

pp. 9-19 ◽

Cited By ~ 6

Author(s):

M. Shoukat Malik ◽

Muhammad Nadeem

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Financial Performance ◽

Service Sector ◽

Annual Reports ◽

Net Profit ◽

Corporate Social ◽

The Impact ◽

The Relationship

The purpose of this paper is to investigate the impact of Corporate Social Responsibility on the Financial Performance of banks in the service sector of Pakistan. The data is obtained from the annual reports issued by the banks during 2008-2012. To verify the relationship between EPS, ROA, ROE, Net Profit and CSR regression models are used. The results show that there is lack of CSR in Pakistan and the regression model shows that there is positive relationship between profitability (EPS, ROA, ROE, and Net Profit) and CSR practices. The Financial institutions which implements CSR in their operations earn more profit for the long term periods.

Download Full-text

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

Social Responsibility Journal ◽

10.1108/srj-07-2019-0257 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Cited By ~ 1

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.

Download Full-text

The impact of corporate social responsibility (CSR) priming on consumers’ consumption and lifestyle choices with intertemporal tradeoffs

European Journal of Marketing ◽

10.1108/ejm-04-2020-0250 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Hajar Fatemi ◽

Laurette Dube

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Experimental Studies ◽

Unhealthy Food ◽

Content Type ◽

Trade Offs ◽

Lifestyle Choices ◽

Corporate Social ◽

The Impact

Purpose This paper aims to study the unexplored possibility that priming firms’ corporate social responsibility (CSR) activity in consumers’ minds may impact consumers’ preference for non-firm related consumption and lifestyle choice options with intertemporal trade-offs. Design/methodology/approach Across four experimental studies, the authors looked at the impact of CSR priming on the preference of participants for later larger versus sooner smaller money (Study 1), saving versus spending (Study 2) and healthy versus unhealthy food choices (Studies 3 and 4). These choice options were not related to the focal firm that practiced CSR. The authors measured the changes in participants’ consideration of future consequences (CFC) as a potential mediator for the results. Findings The participants in the CSR condition showed a higher CFC and a higher preference for the options with long-term benefits and immediate costs over the ones with long-term costs and immediate benefits, i.e. later larger over sooner smaller money, saving over spending and healthy over unhealthy food. The authors documented a mediation role for CFC. Research limitations/implications All the participants in the studies were from the USA. Looking at the cultural differences can enrich the understanding of the impact of CSR on preference for the options with intertemporal trade-offs. Furthermore, this paper builds its theoretical justification based on the assumption of individuals’ acceptance of CSR activities. Nevertheless, consumers may have skepticism about these activities. Future studies may investigate the effect of CSR skepticism of individuals on the proposed effects. Additionally, investigating the moderating roles of individuals’ characteristics like their prosocial concern or their knowledge about choice options might be an avenue for future research. Practical implications The findings highlight the benefits of CSR priming on consumers’ welfare and normative behavior. Firms may use the findings to understand and manage the impact of other firms’ CSR communications on the evaluation of their own products. Originality/value This research is the first to highlight the impact of CSR priming on consumers’ non-firm-related consumption and lifestyle choices with intertemporal trade-offs. The results showed the positive effect of priming firms’ CSR activities on consumers’ CFC and the mediating role of CFC.

Download Full-text