scholarly journals Relationship between Corporate Social Responsibility and Marketing Performance: The Mediating Effect of Customer Value and Corporate Image

2017 ◽  
Vol 10 (2) ◽  
pp. 104 ◽  
Author(s):  
Laith Salman Alrubaiee ◽  
Sami Aladwan ◽  
Mahmoud Hussein Abu Joma ◽  
Wael Mohamed Idris ◽  
Saja Khater
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Value ◽  
Hospital Performance ◽  
Corporate Image ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Marketing Performance ◽  
Positive Direct ◽  
Corporate Social

Although Corporate Social Responsibility, Customer Value, Corporate Image and Marketing Performance have become attractive research topics in the business literature, not much is known about their interrelationships. Hence Prior research has examined the relationships within subsets of these concepts. Therefore, this study aims to address this gap by developing a causal model incorporating these concepts to investigate the relationships among them in the context of hospitals. However, main objective of the study is to investigate the mediating effect of Customer Value and Corporate Image on the relationship between Corporate Social Responsibility and Marketing Performance. The proposed model was tested on data were obtain through survey conducted on managers and consultant physicians of private Jordanian hospitals in Amman. A structural equation model analysis was conducted using AMOS 22.0 and PLS 7.0 to verify the reliability and validity of the multi-item scales and to test the hypothesized relationships. However, the results indicate a positive direct effect of Corporate Social Responsibility on Customer Value, Corporate Image and Marketing Performance. Result also indicates a positive directs effect of Customer Value on Corporate Image as well as Marketing Performance. Findings also indicate that Corporate Image has positive direct effects on Marketing Performance. Furthermore, result indicates a partial mediation effect of corporate image and customer value. However, Findings indicate that Corporate Social Responsibility did enhance hospital performance, yet this effect was direct and indirect .Thus, the result positions customer value and corporate image as the primary mechanism through which the beneficial effects of Corporate Social Responsibility are realized. The study concludes with a discussion of the research and managerial implications of these findings.

scholarly journals Corporate Social Responsibility and Customer Loyalty: Exploring the Role of Satisfaction and Corporate Image in the Banking Industry

Market Forces ◽  
2021 ◽  
Vol 16 (1) ◽  
pp. 18
Author(s):  
Munawar Javed Ahmad ◽  
Ali Jawaid ◽  
Muhammad Zulqalnain Arshad ◽  
Sumaira Habib Paracha
Keyword(s):  
Corporate Social Responsibility ◽  
Customer Satisfaction ◽  
Social Responsibility ◽  
Customer Loyalty ◽  
Banking Sector ◽  
Target Population ◽  
Corporate Image ◽  
Mediating Effect ◽  
Corporate Social ◽  
The Impact

This study aims to determine the impact of corporate social responsibility on customerloyalty and satisfaction with the mediating effect of customer satisfaction and the moderatingeffect of corporate image in Pakistan’s banking sector. The study collected 302 responsesfrom the target population. We used a self-administered questionnaire for collecting thedata of banking customers in Pakistan by employing the convenience sampling technique.The study has used the PLS-SEM technique for statistical analysis. The results reveal thatcorporate social responsibility positively influences customer satisfaction. The results alsosuggest that CSR positively affects customer satisfaction. At the same time, CSR has aninsignificant association with customer loyalty. We also found that CS stimulates customerloyalty, and corporate image promotes CL. The results suggest that customer satisfactionmediates CSR and CL. We also found that corporate image does not moderate customerloyalty. Given the importance of CSR, we suggest that banks should allocate considerableresources for CSR activities. CSR is necessary for firms’ growth and sustainability. It also,directly and indirectly, affects the brand image, loyalty, and customer satisfaction. Due to strict regulations, banks have difficulty creating product differentiation; therefore, they relyon strategies such as CSR.

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.

scholarly journals The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust

2021 ◽  
Vol 18 (16) ◽  
pp. 8275
Author(s):  
Chih-Cheng Chen ◽  
Asif Khan ◽  
Tanaporn Hongsuchon ◽  
Athapol Ruangkanjanases ◽  
Yen-Tzu Chen ◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Significant Relationship ◽  
Emerging Economy ◽  
Corporate Image ◽  
Mediating Effect ◽  
Corporate Social ◽  
Customer Trust ◽  
The Relationship

The purpose of this research is to empirically examine relationships between a multi-dimensional set of corporate social responsibility (CSR) initiatives, numerous dimensions of customer trust, and corporate image in an emerging economy. It also analyzes the mediating effect of customer trust on the relationship between CSR and corporate image. This study focuses on two of the most well-known hotel chains situated in Pakistan. Close-ended, self-administered questionnaires were circulated amongst a total of 300 hotel customers. The research data was analyzed using a partial least square-structural equation modeling (PLS-SEM) model. The results revealed that economic, legal, and ethical CSR significantly impacted corporate image, while philanthropic CSR did not affect the corporate image. However, economic, legal, and philanthropic CSRs were found to be in a significant relationship with customer trust, while ethical CSR was not in a significant relationship with customer trust. Finally, customer trust fully mediated the relationship between economic and legal CSR with corporate image, whereas it partially mediated the relationship between ethical and philanthropic CSR. This study is unique from earlier CSR research based on an assessment of the connection between CSR dimensions and corporate image to examine customers’ trust in an emerging economy, especially in times of crisis.

scholarly journals A Study of the Mediating Effects of Safety and Health of Food between Corporate Social Responsibility and Corporate Image and Reputation in Fast-Food Restaurants Industry in Hong Kong

2019 ◽  
pp. 1-13
Author(s):  
Anthony Tik-tsuen Wong ◽  
Tim Cheng ◽  
Canon Tong
Keyword(s):  
Corporate Social Responsibility ◽  
Hong Kong ◽  
Social Responsibility ◽  
Fast Food ◽  
Corporate Image ◽  
Mediating Effect ◽  
Business World ◽  
Safety And Health ◽  
Fast Food Restaurants ◽  
Corporate Social

Recent years have witnessed various changes in the business world regarding technology and ecological degradation, which has seen corporate social responsibility (CSR) increasingly used as a competitive tool in all industries. It has become especially popular in the fiercely competitive service retailing industry where implementation of CSR practices has grown in line with the industry's importance to the economy. Accordingly, this research was undertaken to study the mediating effect of safety and health of food of fast-food restaurants in Hong Kong between corporate social responsibility and image and reputation of corporate. Quantitative method was used and empirical evidence was gathered using a self-administered questionnaire survey of randomly selected customers leaving randomly selected fast-food restaurants in Hong Kong. The 350 completed questionnaires were statistically analyzed, verified for validity and reliability. The analyzed results reveal safety and health of food acts as a significant mediating role in the relationships between corporate social responsibility and corporate image. Management of retailing industry is encouraged to pay high level of attention and their investment into the safety and health of the foods they provided which is significantly important to customers and their own reputation.

scholarly journals Organizational Strategy and Corporate Social Responsibility: The Mediating Effect of Triple Bottom Line

2019 ◽  
Vol 16 (22) ◽  
pp. 4559 ◽  
Author(s):  
Md. Abdul Masud ◽  
Md. Harun Rashid ◽  
Tehmina Khan ◽  
Seong Bae ◽  
Jong Kim
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation ◽  
Triple Bottom Line ◽  
Mediating Effect ◽  
Strategic Decision ◽  
Mediation Effect ◽  
Bottom Line ◽  
Corporate Social ◽  
The Relationship

Limited research in the area of the triple bottom line (TBL) mediation effect on the relationship between organizational strategic performance (OSP) and corporate social responsibility performance (CSRP) has motivated this study. The objective of this study is to investigate how OSP affects CSRP and the mediation impact of TBL elements through the decision-making process of business management. Considering a sample of 250 employees from Bangladesh, this study used structural equation modelling (SEM) to test the relevant research hypotheses. Through the lens of stakeholder, institutional, legitimacy and resource-based view theories along with rigorous statistical techniques, this study has found that OSP is positively related to CSRP. In terms of the mediation effect, this study has found that economic responsibility has no intervening role while environmental and social responsibility significantly mediated the relationship between OSP and CSRP. Finally, the full mediation power of the model suggests that OSP affects a firm’s strategic decision and CSR outcomes directly as well as indirectly through TBL.

scholarly journals How to Shape an Organization’s Sustainable Green Management Performance: The Mediation Effect of Environmental Corporate Social Responsibility

2020 ◽  
Vol 12 (21) ◽  
pp. 9198 ◽  
Author(s):  
Tai-Wei Chang ◽  
Yen-Li Yeh ◽  
Hung-Xin Li
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Shared Vision ◽  
Corporate Image ◽  
Mediation Effect ◽  
Management Performance ◽  
Green Management ◽  
Green Product Development ◽  
Corporate Social ◽  
The Impact

Corporate social responsibility (CSR), a current mainstream issue in global corporate governance, is often used to verify a company’s financial performance and corporate image; however, few studies have focused on CSR for environmental issues. On the basis of the perspectives of the expectation value and signal theories, this study presents a new concept for determining the impact of green shared vision (GSV) on employee environmental performance (EEP) and green product development performance (GPDP), which could aid in exploring the GSV–environmental CSR (ECSR) relationship further. The current results demonstrated that ECSR contributes to enhancing EEP and GPDP. Therefore, enterprises must implement the promotion of ECSR to enhance their overall green management performance and achieve sustainable management.

Corporate social responsibility and customer retention: evidence from the telecommunication industry in Ghana

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Otto Afiuc ◽  
Samuel K. Bonsu ◽  
Franklyn Manu ◽  
Casey Brett Knight ◽  
Swati Panda ◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Service Quality ◽  
Conceptual Framework ◽  
Customer Value ◽  
Corporate Image ◽  
Telecommunication Industry ◽  
Content Type ◽  
Corporate Social ◽  
The Relationship

Purpose Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR). A conceptual framework is developed to illustrate the proposed relationship and the influence of mediating factors. The telecommunication industry in Ghana is used to operationalize the conceptual framework. Design/methodology/approach Qualitative and quantitative data were collected through face-to-face interviews with CSR managers and through a structured questionnaire. The data were analyzed using qualitative analysis and structural equation modeling. Findings Findings suggest that CSR, corporate image and service quality have significant relationships with both corporate image and CR. Corporate image also mediates the relationship between CSR, customer value and service quality with that of CR. The authors also find that CSR strengthens the relationship between customer value and service quality with that of corporate image, which subsequently leads to enhanced CR. Originality/value Thus far, the mediating variables that help explain and predict the relationship between CSR activities and CR have been overlooked in the extant literature. The results of this study will help fill a critical knowledge gap in marketing and CSR literature.

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