Corporate social responsibility, marketing capabilities and consumer behavioral responses

Kankam-Kwarteng, Collins; Donkor, George Nana Agyekum; Forkuoh, Solomon Kwarteng

doi:10.1108/rege-08-2020-0068

Cited by 5 publications

(3 citation statements)

References 76 publications

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“…Some speech therapy centre will adopt Corporate Social Responsibility (CSR), to stimulate favourable response from the customer. When marketer involves in CSR, the marketing capability will be enhanced, mediating towards the customer responses (Kankam-kwarteng et al, 2022). In marketing literature review, behavioural responses have strong linkage with the consumer buying behaviour (Akhtar, Sun, Akhtar & Chen, 2019).…”

Section: Program In Marketing Perspective and Its Impact Towards Cust...mentioning

confidence: 99%

“…According to previous literature review done by Kankam-kwarteng et al (2022), speech therapy centre that adopt corporate social responsibility (CSR) enhances its marketing capability and thus mediating the customer responses. A program that is well-designed to a special needs child takes a long time and energy, not just in terms of designing but also in terms of implementing and adjusting.…”

Section: There Is Significance Between Program and Customer Experiencementioning

confidence: 99%

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Modern Marketing Management and Customer Experience Through Relationship Marketing: An Empirical Evidence towards Speech Therapy in Health Science Industry Malaysia

Man¹,

Lasi²,

Najah³

2023

IJARBSS

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Introduction: This study explores the influence of marketing approach on customer experience in speech therapy industry. The respondents were the parents or caregivers of children with communication difficulties, who are receiving speech therapy in therapy centres. The modern marketing management consists of four elements which are People, Process, Program and Performance. The mediating effect of these four elements towards relationship marketing will be also investigated in this study. Methodology: Quantitative method was used to analyze the data collected via questionnaire regarding customer experience. The analysis tool involved are SPSS and Smart PLS. 335 participants are recruited in full study; 46 participants had been recruited in pilot study. Findings: For both pilot study and full study, the Cronbach's alpha for item in questionnaire are more than 0.7. As a result, this study explores that the Process, Performance and People are, surprisingly, not always influence the Customer Experience. However, finding suggests that both Program and Performance can affect the Relationship Marketing, while Relationship Marketing has significant relationship with Customer Experience. Program has a stronger effect compared to Performance, as Program has direct significance towards Relationship Marketing and also direct significance towards Customer Experience; but Performance itself only have indirect significance towards Customer Experience via Relationship Marketing as mediating factor. Conclusions and Recommendation: In conclusion, this study investigates the efficiency of modern marketing skill towards customer experience through relationship marketing. It is worth for marketers to be fully aware that, by focusing on Program and Performance, it can further speed up the process of building good customer experience in this unique healthcare industry. Future researchers can even replicate this study to study what base the customer experience in different types of speech therapy delivery modes (home visit or online speech therapy) and to adult population who needs speech therapy.

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Section: Program In Marketing Perspective and Its Impact Towards Cust...mentioning

confidence: 99%

Section: There Is Significance Between Program and Customer Experiencementioning

confidence: 99%

Modern Marketing Management and Customer Experience Through Relationship Marketing: An Empirical Evidence towards Speech Therapy in Health Science Industry Malaysia

Man¹,

Lasi²,

Najah³

2023

IJARBSS

View full text Add to dashboard Cite

show abstract

“…Alawamleh and Giacaman (2021) investigated the relationship between CSR and CB in terms of consumer awareness of CSR and consumer trust and found a positive impact. Most recently, Kankam-Kwarteng et al (2022) examine the relationship between CSR and CB in the mobile telecommunication industry and found marketing capability to moderate the relationship between them. Fatma et al (2022) analysed the direct and indirect relationship between perceived CSR and customer citizenship behaviour in the banking industry and found positive relationship.…”

Section: Impact Of Perceived Corporate Social Responsibility On Consu...mentioning

confidence: 99%

Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment: a stakeholder theory perspective

Rathore

Saha

Chakraborty

et al. 2022

SBR

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Purpose This study aims to examine the relationship between the perception of consumers about corporate social responsibility (CSR) and consumers’ purchasing behaviour in the retail sector. Specifically, this study investigates the impact of perceived CSR on consumer attitude and behaviour and the influence of attitude on the relationship between perceived CSR and purchase behaviour. Design/methodology/approach In this study for collection of the data, an online questionnaire was distributed among the Indian retail consumers. From the collected primary data set, 249 data points were found fit for analysis. Further, the direct, indirect and moderating effects were evaluated using the structural equation modelling technique. Findings It is identified that while perceived CSR has a significant influence on consumer purchase behaviour, consumer attitude is having an insignificant impact on the relationship between perceived CSR and purchase behaviour. The findings of this study also show that consumer demographics do not have any moderating impact on the relationship between perceived CSR and purchase behaviour. Research limitations/implications The findings of this study are useful to retail managers interested in enhancing CSR. The results of this study suggest that retailers should focus on strengthening consumers’ perceptions about retailers’ CSR initiatives and enhancing co-creation activities. As an extension to this research, further study can include more potential mediators like consumer effectiveness and timing of CSR initiatives. Originality/value This study applies stakeholder theory as well as extends the classic theory of planned behaviour model and proposes the establishment of links among consumers’ perceptions about CSR, consumer attitude and behaviour around the retail sector. In addition, this study considers not only overall consumer behaviour but also specific dimensions of consumer behaviour, namely, loyalty, intention and satisfaction.

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Empirical nexus of corporate social responsibility, service quality, corporate reputation and brand preference: evidence from Iranian healthcare industry

Ghorbanzadeh,

Chandra,

Elmirzaev

et al. 2024

JHOM

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PurposeResearchers have widely explored and associated corporate social responsibility with firm success. Measuring the relationship between corporate social responsibility (CSR), service quality, corporate reputation, and brand preference by drawing on the stakeholder theory in healthcare industry and developing countries remains a substantial research gap.Design/methodology/approachBased on quantitative research and convenience sampling, data for the study were collected from 320 patients who have undergone treatments in 5 different private hospitals in Tehran, Iran. We analyzed the data using the Smart PLS 3.0 structural equation modeling technique.FindingsThe survey revealed that service quality and CSR are positively linked with corporate reputation, leading to brand preference in the healthcare sector. In addition, the mediating role of brand reputation in the relationship between corporate social responsibility, service quality and brand preference were confirmed.Research limitations/implicationsThe survey was performed in the context of the healthcare industry; however, additional studies are necessary to extrapolate the results to other fields, such as education and food. This research helps guide policymakers, administrators, healthcare managers, and researchers by highlighting the contribution and role of service quality, corporate social responsibility, and corporate reputation in achieving a hospital’s performance.Originality/valueTo the best of the authors’ knowledge, this study also extends research in the diverse literature by examining the relationship between CSR, service quality, corporate reputation, and brand preference by illustrating the stakeholder theory in the context of the healthcare sector.

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Corporate social responsibility, marketing capabilities and consumer behavioral responses

Cited by 5 publications

References 76 publications

Modern Marketing Management and Customer Experience Through Relationship Marketing: An Empirical Evidence towards Speech Therapy in Health Science Industry Malaysia

Modern Marketing Management and Customer Experience Through Relationship Marketing: An Empirical Evidence towards Speech Therapy in Health Science Industry Malaysia

Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment: a stakeholder theory perspective

Empirical nexus of corporate social responsibility, service quality, corporate reputation and brand preference: evidence from Iranian healthcare industry

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