CSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty

Irfan, Saira; Iqbal, Iqra; Iqbal, Sumaira; Bashir, F.

doi:10.26710/jafee.v7i3.1907

Cited by 5 publications

(6 citation statements)

References 80 publications

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“…Client loyalty was used as the proxy for the long-term customer purchase behaviour, and the assumption was that CSR initiatives have a positive impact on client loyalty. The findings validate that CSR initiatives of cosmetics companies are positively related to client loyalty, similar to the results of other studies conducted in other industries and geographical locations [12,17,18,22,25,82]. However, the direct effect of CSR initiatives on client loyalty was small (10.5%), illustrating again, as previously in the literature [51], that other factors have a significant indirect effect on client loyalty.…”

Section: Csr Initiatives and Client Loyaltysupporting

confidence: 90%

“…Further, Gilal et al [36] proved that an increase in CSR activities enriched in a positive manner the trust among customers. In the banking sector, Irfan et al [22], when testing the influence of CSR image on customer trust, identified a positive relationship.…”

Section: Csr and Brand Trustmentioning

confidence: 99%

“…Different industries have been studied from the perspective of CSR initiatives' effects on consumer behaviour; for example, the banking industry [3,22], telecommunication industry [23], sportswear industry [7], automotive industry [24], hoteling industry [25], food industry [26], and jewellery industry [27]. To the extent of the authors' knowledge, there is limited research addressing CSR actions in the context of cosmetics products, and most of it takes the company's perspective by describing different CSR initiatives that are employed by cosmetics companies [28][29][30] with less focus on the consumer response to CSR activities.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Effects of Corporate Social Responsibility (CSR) on Consumer Behaviour in Online Commerce: The Case of Cosmetics during the COVID-19 Pandemics

et al. 2022

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Corporate social responsibility (CSR) is a trend that manifests on a global level. The positive effects of CSR initiatives depend on the reaction of stakeholders, among which customers represent an important category. The purpose of this paper was to analyse the impact that CSR initiatives of cosmetics companies have on customer behaviour in both the short-term (buying intention) and the long-term (client loyalty) in the case of electronic commerce. Starting from the existing literature, the conceptual model proposed different dimensions of CSR as influencers (legal and ethical, philanthropic and community services, respect for environment, respect for consumers), and as mediators, which were considered as the brand trust and the competitive advantage of the company. The research method used was quantitative with the empirical data being collected from 1265 actual and potential consumers of cosmetic products. The hypotheses were tested using the partial least squares structural equation modelling (PLS-SEM). The main findings illustrated positive relationships between CSR and both buying intention and client loyalty, as the two facets of consumer behaviour. The interpretation is that CSR activities can increase both the consumer intentions to buy cosmetics products provided by CSR-involved companies, and increase the long-term customer loyalty for these companies. The research also provided evidence for a strong mediation effect of brand trust for both sides of customer behaviour. This illustrates that when brand trust is higher the effect of CSR initiatives on customer behaviour increases. The paper includes theoretical and practical contributions associated to the results of the research.

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Section: Csr Initiatives and Client Loyaltysupporting

confidence: 90%

Section: Csr and Brand Trustmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The Effects of Corporate Social Responsibility (CSR) on Consumer Behaviour in Online Commerce: The Case of Cosmetics during the COVID-19 Pandemics

et al. 2022

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“…Misalnya, pada penelitian yang dilakukan dengan tujuan untuk menguji hubungan antara customer satisfaction, switching barrier, trust for brands, terhadap customer retention (Margarena & Auliya, 2020). Studi yang dilakukan Margarena & Auliya (2020) (Darzi & Bhat, 2018;Almohaimmeed, 2019;Muchardie et al, 2019;Ciputra & Prasetya;Zamry & Nayan, 2020;Irfan et al, 2021;Rofiqo et al 2021;Bernarto;. Hal ini juga sekaligus merupakan novelty pada penelitian ini.…”

Section: Kajian Pustaka Dan Pegembangan Hipotesisunclassified

“…Bernarto (2021) menyatakan bahwa customer satisfaction berpengaruh signifikan terhadap customer trust. Literatur lain menyebutkan justru customer trust yang berpengaruh terhadap customer satisfaction (Zamry & Nayan, 2020;Irfan et al, 2021). Semakin tinggi kepercayaan pelanggan, maka kepuasan pelanggan akan meningkat.…”

Section: Dampak Customer Satisfaction Terhadap Customer Trustunclassified

Pengukuran Customer Retention Pengguna Telkomsel Samarinda: Adopsi Relationship Quality Theory

Andaniy,

Bharata

2023

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The Indonesian population is classified as a society that is dependent on the internet. With an internet connection, it is easier for people to communicate over long distances, find information easier, make it easier to access various services and entertainment, and much more. Telkomsel is currently the cellular operator with the most users in Indonesia. Many previous studies have discussed the factors that encourage consumers to use Telkomsel. The purpose of this study is to determine the effect of service quality, customer satisfaction, and customer trust on customer retention. This study adopts Relationship Quality Theory which is the first model for measuring customer retention. This research method uses a quantitative approach. The population in this study are Telkomsel users in Samarinda City. In this study using nonprobability sampling as a sampling technique with a total sample of 100 respondents. Empirical data proves that all the hypotheses that have been put forward in this study are acceptable. The relationship of each variable tested is positive and significant. The findings of this study show that service quality, customer satisfaction, and customer trust are important aspects that have an impact on customer retention. Keywords: Customer Retention, Relationship Quality, Telkomsel

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The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran

Zidehsaraei

Esmaeilpour²,

Akbari³

2022

J Financ Serv Mark

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CSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty

Cited by 5 publications

References 80 publications

The Effects of Corporate Social Responsibility (CSR) on Consumer Behaviour in Online Commerce: The Case of Cosmetics during the COVID-19 Pandemics

The Effects of Corporate Social Responsibility (CSR) on Consumer Behaviour in Online Commerce: The Case of Cosmetics during the COVID-19 Pandemics

Pengukuran Customer Retention Pengguna Telkomsel Samarinda: Adopsi Relationship Quality Theory

The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran

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