The impact of corporate social responsibility on customer loyalty in hypermarkets: A new socially responsible strategy
Identifiers
Permanent link (URI): http://hdl.handle.net/10017/55496DOI: https://doi.org/10.1002/csr.1718
ISSN: 1535-3958
Date
2019-01-18Bibliographic citation
Corporate Social Responsibility and Environmental Management, 2019, n. 26, p. 761-769
Keywords
Corporate social responsibility
Image
Loyalty
Quality
Retail
Satisfaction
Socially responsible
Sustainable development
Document type
info:eu-repo/semantics/article
Version
info:eu-repo/semantics/publishedVersion
Rights
Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0)
Access rights
info:eu-repo/semantics/openAccess
Abstract
The purpose of this paper is to contribute to knowledge on the impact of corporate social responsibility (CSR) activities on retailers' performance (hypermarkets). An analysis using a comprehensive conceptualization of CSR reveals that CSR has positive implications for hypermarkets' performance and illustrates which CSR dimensions are the most important to focus on. For this purpose, this study enhances its empirical validity by collecting data from 667 respondents in Spain and testing the hypothesis applying partial least squares structural equation modeling. The study finds that CSR is positively influencing customer loyalty, and customer satisfaction, image, and quality also intervened in their relationships. In particular, a new finding of the study highlights the importance of the mediating role played by image and quality in enhancing the effect of CSR on satisfaction. The research findings provide useful insights into how hypermarkets should develop a CSR strategy that would enhance customer loyalty.
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