Serving the poor: captive market CSR and repurchase intention

Saju Jose · Nilesh Khare · Frederick Robert Buchanan

23 citations0/0 files storedInternational Journal of Bank Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Customer Service Quality and Loyalty Corporate Social Responsibility Reporting Innovation and Socioeconomic Development

Abstract

Purpose – The purpose of this paper is to examine whether corporate social responsibility (CSR) activities of the firm affect poor captive consumers’ repurchase intentions, and whether or not CSR activities may moderate established relationships that drive repurchase intentions. Design/methodology/approach – A survey was administered to 201 poor microfinance borrowers at the bottom of the pyramid in India in a cross-sectional field study format. Multivariate regression is used to examine relationships between CSR and repurchase intention. Findings – All else being the same, CSR activities aimed at the borrowers’ communities affects repurchase intentions positively even among poor captive borrowers. Further, positive perceptions of CSR to some extent mitigate the negative impact of the dissatisfaction on repurchase intentions. Unmarried borrowers, mostly female, were more moved by CSR impressions compared to their married counterparts. Research limitations/implications – Future research could identify other aspects of demographic differences in borrowers, and capture more about attitudes toward CSR and motivations for borrowing. Longitudinal study can establish causality that cannot be inferred from this cross-sectional field study. More diverse locations and organizations would offer wider generalizability. It will be interesting to examine if poor and captive customers would care about CSR activities even when such activities are targeted at recipients unrelated to them or their communities. Originality/value – The dynamics of CSR in poor captive consumer communities are somewhat novel. Microfinance context makes it even more so as the borrower is both a client and a recipient of CSR simultaneously. Results suggest that like well-off consumers, poor and captive customers also care about dissatisfaction and CSR.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 23 citations exist upstream.

References

2003Research Methods for Business Students 1999Cannibals with forks: the triple bottom line of 21st century business 1999Whence Consumer Loyalty?1990WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.1998Partnerships from cannibals with forks: The triple bottom line of 21st‐century business 1999Whence Consumer Loyalty?2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 2008“Implicit” and “Explicit” CSR: A Conceptual Framework for a Comparative Understanding of Corporate Social Responsibility

Cited by

2020The effects of resilience and familiarity on the relationship between CSR and consumer attitudes 2022Does the corporate social responsibility of the service based on Blockchain technology affect the real behaviour of the consumer?

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.