Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2018.1547202
The effects of corporate social responsibility on consumer loyalty through consumer perceived value
David Servera-Francés
Lidia Piqueras-Tomás
Sažetak
This study analyses how consumers perceive the corporate social
responsibility (CSR) actions carried out by retailing firms. Specifically,
our study empirically demonstrates that investment in CSR policies
increases consumer value, satisfaction and loyalty to the company.
To achieve this, we propose and test a model of causal relationships.
The model was tested with a sample of 408 Spanish supermarket
and hypermarket consumers. Methodologically, a variance-based
method to estimate the structural model – PLS path modelling –
has been chosen. The results show that CSR policies increase
consumers’ perceived value towards the company as well as trust,
commitment, satisfaction and loyalty. The originality and value of
this paper is the study of consumer-oriented CSR as a variable that
allows competitive differentiation of the company, by improving the
relationship with the consumers and the generation of perceived
value. Although CSR and consumer value have become attractive
research topics in the business literature, their interrelationships are
not well understood. In this study, we analyse a real sample of consumers, which allows us a more accurate approximation of the real
consumer perception of CSR.
Ključne riječi
consumer behaviour; CSR; perceived value; trust; satisfaction; loyalty
Hrčak ID:
216158
URI
Datum izdavanja:
22.1.2019.
Posjeta: 8.168 *