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Development and validation of a multi-dimensional customer-based scale to measure perceptions of corporate social responsibility (CSR)

Khawaja Fawad Latif · Andrea Pérez · Adeel Saqib

28 citations0/0 files storedSocial Responsibility Journal

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

Abstract

Purpose Based on a review of previous literature that revealed a gap in the measurement of corporate social responsibility (CSR) from a customer perspective. The purpose of this study is to propose a multi-dimensional scale to measure customer perceptions of CSR. Design/methodology/approach Using a systematic development process, the scale items were generated through the review of CSR literature and the opinion of academic experts. The scale was validated using data collected from 393 customers of telecom industry. Data were initially subjected to exploratory factor analysis to identify the underlying scale dimensions. Confirmatory factor analysis was also conducted to validate the scale, test for reliability, convergent and discriminant validity. Findings The resulting scale is compounded of 30 items that load on five dimensions: developmental, ethical, relationship-building, responsiveness and information-sharing responsibilities. Practical implications The proposal of reliable measurement tools for evaluating customer perceptions is especially relevant for companies because of their significant role in influencing the design and implementation of corporate actions. The multi-dimensional scale developed in this study helps scholars and practitioners to better understand customer perceptions of the CSR actions that companies implement to improve these stakeholders’ satisfaction. In doing so, the scale is especially useful for companies to measure how well they respond to customer needs in their daily routines. Originality/value There is a significant lack of research into the development of reliable and valid tools to measure CSR from a customer perspective. The contribution of this study focuses on the identification of the five dimensions that determine CSR toward customers while it also provides a detailed scale to measure customer perceptions of these CSR dimensions.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1991The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders 2001Corporate Social Responsibility: A Theory of the Firm Perspective 2005Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice1 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2005Why should i share? examining social capital and knowledge contribution in electronic networks of practice 2006Formative Versus Reflective Indicators in Organizational Measure Development: A Comparison and Empirical Illustration

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