Article2017

The importance of CSR in forming customer–company identification and long-term loyalty

104 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Corporate Social Responsibility Reporting Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose Promoting customer–company identification (CCI) has become a crucial relationship marketing strategy for service firms. The purpose of this study is to examine how customers’ perceptions of service quality and corporate social responsibility (CSR) affect CCI over time. More importantly, a comparative analysis is conducted to compare the long-term effectiveness of service quality versus CSR in forming CCI. Design/methodology/approach A conceptual framework is developed and then empirically examined using latent growth curve modeling. The study data were collected from restaurant customers in Taiwan in four waves of 213 repeated measures. Findings The results of this study show that customers’ perceptions of both service quality and CSR affect CCI. Particularly, the results of this study indicate that compared with service quality, customers’ perceived CSR has a stronger effect in the promotion of CCI over time. Practical implications This study offers a new insight for service marketing practitioners who are planning and implementing strategies for enhancing CCI. The findings suggest that relationship investments are more effective over the long term when service firms shift their investment priority over time from achieving high service quality to increasing consumers’ belief in the firm’s commitment to CSR. Originality/value Though previous research has explored the various drivers of CCI, longitudinal examinations are surprisingly scarce in this context. Using latent growth curve modeling, this study examines how CCI antecedents influence changes in CCI over time. More importantly, this study reveals that CSR has a stronger long-term impact on CCI than service quality.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988Structural equation modeling in practice: A review and recommended two-step approach.1943A theory of human motivation.2004The Social Identity Theory of Intergroup Behavior 1996The Behavioral Consequences of Service Quality 2017A THEORY OF HUMAN MOTIVATION 1987Developing Buyer-Seller Relationships

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2020The effect of CSR engagement on eWOM on social media 2020When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification 2021ESG and Stock Price Crash Risk: Role of Financial Constraints*2021Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction 2019Gender, loyalty card membership, age, and critical incident recovery: Do they moderate experience-loyalty relationship?

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