Back to Search
Start Over
Does CSR Help to Retain Customers in a Service Company?
- Source :
- Sustainability, Vol 13, Iss 300, p 300 (2021), Repositori Universitat Jaume I, Universitat Jaume I, Sustainability, Volume 13, Issue 1
- Publication Year :
- 2021
- Publisher :
- MDPI AG, 2021.
-
Abstract
- The main aim of this paper is to analyze the influence of service companies&rsquo<br />corporate social responsibility (CSR) actions on final customer&rsquo<br />s loyalty. A theoretical model of loyalty formation based on CSR was proposed and a sample of 1125 final customers of financial services in Spain was studied. Structural equation models were used to verify the hypothesized relationships. Based on the CSR theory oriented to stakeholders, this work justifies the direct and positive relationship between the perception of CSR actions in the shopping experience and customer trust. We also verified a positive indirect influence on loyalty. The services industry was chosen to conduct this research due to its own particularities (intangibility, inseparability, heterogeneity and perishability). As it is impossible to evaluate a service before its consumption, a high level of trust in the supplier will be necessary to motivate the purchase decision. We conclude that CSR becomes a key strategic asset for determining trust and loyalty among consumers. As major findings, we have verified the special importance of CSR in the services market. CSR improves customer trust in the service provider. Thus, this paper has significant managerial implications. Through CSR strategies, both the perception of the customer&rsquo<br />s purchasing experience and trust can be enhanced, resulting in more loyal customers. As a limitation, this research was carried out among financial services. Further research should test the model across different industries and countries in order to determine the generalizability and consistency of the findings of this study.
- Subjects :
- media_common.quotation_subject
Geography, Planning and Development
TJ807-830
Management, Monitoring, Policy and Law
TD194-195
Renewable energy sources
0502 economics and business
Loyalty
ComputingMethodologies_SYMBOLICANDALGEBRAICMANIPULATION
Perishability
GE1-350
Marketing
Financial services
perceived value
media_common
Service (business)
corporate social responsibility
Environmental effects of industries and plants
Renewable Energy, Sustainability and the Environment
business.industry
05 social sciences
trust
Service provider
Purchasing
loyalty
Environmental sciences
Intangibility
Corporate social responsibility
050211 marketing
Business
050203 business & management
Subjects
Details
- Language :
- English
- ISSN :
- 20711050
- Volume :
- 13
- Issue :
- 300
- Database :
- OpenAIRE
- Journal :
- Sustainability
- Accession number :
- edsair.doi.dedup.....eaf4bd855731571468e884e2520a4acf