Articlebronze2014

The Effects of CSR on Customer Satisfaction and Loyalty in China: The Moderating Role of Corporate Image

Jieun Yu · Myeong-Guk Choi · Jae‐Ik Shin

211 citations0/0 files storedJournal of Economics Business and Management

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Customer Service Quality and Loyalty Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability

Abstract

In the face of growing worldwide interest in corporate social responsibility (CSR), this paper explores how CSR factors influence customer satisfaction and loyalty and whether the moderating effects of corporate image in the relationships between CSR and customer satisfaction and customer loyalty are or not.There may be the difference of perceptions of CSR between consumers of developing and developed countries.This study used structural equation modeling (SEM) to test the hypotheses.The findings show that CSR positively affects customer satisfaction and loyalty, and customer satisfaction positively affects customer loyalty.The importance order of CSR factors is as follows: consumer protection, philanthropic responsibility, legal responsibility, ethical responsibility, economic responsibility, and environmental contribution.The moderating effect of corporate image in the relationship between CSR and customer satisfaction is identified.Thus, managers should put CSR factors into action in the perspective of consumers, which will encourage customers to perceive the firms more favorably.The conclusion draws implications for marketing practice and future research.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1994Customer Loyalty: Toward an Integrated Conceptual Framework 1999Corporate Social Responsibility 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1993The Antecedents and Consequences of Customer Satisfaction for Firms 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2010The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication

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