Impact of corporate social responsibility on consumer retention and satisfaction with moderation of consumer social responsibility drawing on stakeholder theory analysis

Abstract

How corporate social responsibility (CSR) and consumer social responsibility (CnSR) can perform a preeminent role in satisfying and retaining consumers is an unprecedented research gap that needs to be uncovered in the existing literature. This study explores the multidimensional associations of CSR on consumers' satisfaction (CS) and consumer retention (CR) along with moderation of CnSR from a developing economy using rigorous empirical analysis within small and medium-sized enterprises (SMEs) in China. The findings affirmed the positive nexus of CSR on CS and CR. The results asserted the significant moderating impact of CnSR among CSR, CR, and CS. These results yield insights for the management to reshape strategies by understanding social responsibility perspectives on both sides to align corporate and consumers' interests. Additionally, how the inclusion of CSR practices can bridge the gap between corporations and consumers is another unique contribution of this study. Finally, the paper confers interesting and valuable implications along with lines for future work.