Influence of Corporate Social Responsibility on Loyalty and Valuation of Services

Abstract

The study of corporate social responsibility has been the object of much research in recent decades, although there is a need to continue investigating its benefits as a marketing tool. In the current work we adopt a multidimensional perspective of social responsibility, and we carry out market research to determine the perceptions of users of mobile telephone services about economic, legal, ethical and social aspects of their operating companies. With these data we determine the structure and components of the concept of social responsibility. Subsequently, this is related with the overall evaluation of the service and loyalty by means of a model of structural equations, in order to determine the influence of corporate social responsibility on these concepts, and hence its benefits as a commercial tool.

Does Customer Loyalty Depend on Corporate Social Responsibility?

“…A socially responsible company should strive to make profits, obey the law, be ethical, and be a good corporate citizen (Carroll, 1991, p. 43). This kind of CSR definition is known as the pyramid of CSR, and it is very accepted among researchers in this field and the most frequently cited in domestic and foreign literature (García de los Salmones, Herrero, & Rodríguez del Bosque, 2005;Ivanović-Đukić, 2011;Lee, Park, Rapert & Newman, 2012;Park, Lee & Kim, 2014;Perez, García de los Salmones, & Rodríguez del Bosque, 2012;Srbljinović, 2012), which is why this research is based on this definition of CSR. Some authors have suggested a different order in Carroll's pyramid due to different cultural, historical, and religious traditions (Crane, Matten, & Spence, 2006;Visser, 2006).…”

From CSR to Customer Loyalty: An Empirical Investigation in the Retail Banking Industry of a Developing Country

“…Finally, a third important approach regards CSR from a stakeholder-based perspective, systematizing it into several components related to corporate responsibilities towards certain stakeholder categories: shareholders, customers, employees, business partners, the environment, the society, and others (Freeman et al, 2010). Based on these three main approaches, scholars have developed various scales for measuring customers' perceptions of a company's social responsibility (Arli and Lasmono, 2010, Maignan, 2001, Oberseder et al, 2014, Ramasamy and Yeung, 2009, Salmones et al, 2005.…”

“…In what concerns service industries, in which case customer loyalty is more elusive and unpredictable as compared to other sectors (Vlachos and Vrechopoulos, 2012), most studies have been focused on industries such as: retail (Ailawadi et al, 2014, Gupta and Pirsch, 2008, Lombart and Louis, 2014, Vlachos, 2012, Vlachos and Vrechopoulos, 2012, Walsh and Bartikowski, 2013, banking (Choi and La, 2013, Chomvilailuk and Butcher, 2014, Mandhachitara and Poolthong, 2011, Marin et al, 2009, Matute-Vallejo et al, 2011, Salmones et al, 2009, Walsh and Beatty, 2007, and telecom (He and Li, 2011, Moisescu, 2015a, Salmones et al, 2005, Vlachos et al, 2009.…”

“…Many researchers regard companies' responsibility and fairness towards public authorities as being an important element of CSR, respecting the norms defined by the law when carrying out activities representing an important constituent of the overall concept of CSR (Maignan, 2001;Salmones et al, 2005;Turker, 2009). Thus, a responsible company complies with legal regulations completely and promptly, submits to the principles defined by the regulatory system, and refrains itself from bending the law even if this helps improve performance.…”

Qualidade do relato dos procedimentos metodológicos em periódicos nacionais na área de administração de empresas: o caso da modelagem em equações estruturais nos periódicos nacionais entre 2001 e 2010

“…Exemplos de temas pesquisados empregando a MEE, em âmbito nacional e internacional, incluem: estratégia (SILVA et al, 2007;SHOOK et al, 2004), marketing (BREI; LIBERALI NETO, 2004;2006;BAUMGARTNER;HOMBURG, 1996), responsabilidade corporativa (SALMONES; CRESPO;BOSQUE, 2005), contabilidade (SMITH; LANGFIELD-SMITH, 2004) e fi nanças (YANG et al, 2010). Segundo Hair Jr. et al (2005, p. 468), a MEE é "uma técnica de análise multivariada que combina aspectos da regressão múltipla (examinando relações de dependência) e da análise fatorial (representando fatores não diretamente medidos -as variáveis latentes ou construtos), para estimar uma série de relações de dependência simultaneamente".…”