Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2017.1421998
From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country
Ovidiu-Ioan Moisescu
; Faculty of Economics and Business Administration, Babeș-Bolyai University, Cluj-Napoca, Romania
Sažetak
The purpose of this paper is to investigate the impact of customerbased
perceptual corporate sustainability on customer loyalty
in a comparative manner, in four important industries (mobile
telecommunications services, retail banking services, dairy products
and personal care products) in a developing country. A consumer
survey was implemented among a sample of 1464 consumers from
the urban area of a developing European country. Our research reveals
that customer-based perceptual corporate sustainability significantly
and positively impacts customer loyalty in all investigated industries,
with a stronger impact in retail banking services and a lower one
in the case of personal care products. The research identifies those
perceptual corporate sustainability dimensions which significantly
impact customer loyalty and on which companies should focus within
their marketing communication in order to increase customer loyalty.
The paper brings relevant multi-sectorial insights, filling a regional
knowledge gap, in the particular socio-cultural and economic context
of a developing country, and thinking forward the general theoretical
knowledge regarding the relationship between customer loyalty and
perceptual corporate sustainability as complex constructs. Moreover,
by using a quasi-exhaustive manner to conceptualise corporate
sustainability, this paper complements previous research on the topic,
in which corporate sustainability was constructed narrowly, within
limited conceptual frameworks.
Ključne riječi
Perceptual corporate sustainability; customer loyalty; developing country; multi-sectorial investigation
Hrčak ID:
200641
URI
Datum izdavanja:
3.12.2018.
Posjeta: 2.293 *