Corporate social responsibility as a determinant of consumer loyalty : An examination of ethical standard, satisfaction, and trust
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
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Pages (from-to) | 8-13 |
Journal / Publication | Journal of Business Research |
Volume | 76 |
Publication status | Published - 1 Jul 2017 |
Link(s)
Abstract
Factors promoting loyalty are of great interest to both academics and practitioners because consumer loyalty is a notable predictor of business success. This study identifies the congruency between consumer values and the goals of corporate social responsibility (CSR) activities and corporate ethical standards as the two main determinants of CSR quality and commitment. It further investigates how consumer perceptions of CSR shaped by these two factors increase loyalty. The results of structural equation modeling analysis (N = 931) reveal that higher ethical standards leads consumers to perceive that the company is committed to its CSR activities. The company's CSR commitment induces greater satisfaction with and trust in the company and its services, which then ultimately encourages consumers to remain loyal.
Research Area(s)
- Consumer loyalty, Corporate social responsibility, Satisfaction, Trust
Citation Format(s)
Corporate social responsibility as a determinant of consumer loyalty : An examination of ethical standard, satisfaction, and trust. / Park, Eunil; Kim, Ki Joon; Kwon, Sang Jib.
In: Journal of Business Research, Vol. 76, 01.07.2017, p. 8-13.Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review