Understanding CSR and Customer Loyalty: The Role of Customer Engagement

IF 1.8 Q3 BUSINESS

Journal of African Business Pub Date : 2021-08-15 DOI:10.1080/15228916.2021.1962154

James Agyei, Shao-rong Sun, Emmanuel Kofi Penney, Eugene Abrokwah, Ramous Agyare

引用次数: 8

Abstract

ABSTRACT This study investigates the effect of corporate social responsibility (CSR) on customer loyalty and explores the role of customer engagement. The moderating role of gender is also examined. A total of 348 valid responses collected via the intercept approach from life insurance customers in Ghana were analyzed using structural equation modeling. The results suggest that CSR dimensions (economic, environmental, and social responsibility) positively impact customer loyalty. Also, the results indicate a partial mediating influence of customer engagement between CSR dimensions and customer loyalty. Further, the results establish the moderating effect of gender between economic and environmental dimensions of CSR and customer engagement. However, the study finds no moderating effect of gender between the social dimension of CSR and customer engagement. The study provides an empirical basis for CSR strategies that can drive customer engagement and customer loyalty in the insurance sector in many economies.

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理解CSR和客户忠诚度：客户参与的作用

摘要本研究调查了企业社会责任（CSR）对客户忠诚度的影响，并探讨了客户参与的作用。还审查了性别的调节作用。使用结构方程模型分析了通过截距法从加纳人寿保险客户收集的348份有效回复。研究结果表明，企业社会责任维度（经济、环境和社会责任）对客户忠诚度有积极影响。此外，研究结果表明，客户参与在企业社会责任维度和客户忠诚度之间存在部分中介影响。此外，研究结果确立了性别在企业社会责任的经济和环境维度与客户参与之间的调节作用。然而，研究发现，性别在企业社会责任的社会维度和客户参与度之间没有调节作用。该研究为企业社会责任战略提供了实证基础，这些战略可以推动许多经济体保险行业的客户参与度和客户忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of African Business BUSINESS-

CiteScore

4.60

自引率

10.50%

发文量

期刊介绍： Journal of African Business is the official journal of the Academy of African Business and Development, the largest network of professionals committed to advancement of business development in African nations. JAB strives to comprehensively cover all business disciplines by publishing high quality analytical, conceptual, and empirical articles that demonstrate a substantial contribution to the broad domain of African business. Regardless of the research context, tradition, approach, or philosophy, manuscripts submitted to JAB must demonstrate that the topics investigated are important to the understanding of business practices and the advancement of business knowledge in or with Africa. Particularly, JAB welcomes qualitative and quantitative research papers. JAB is not, however, limited to African-based empirical studies. It searches for various contributions, including those based on countries outside Africa that address issues relevant to African business. Targeted toward academics, policymakers, consultants, and executives, JAB features the latest theoretical developments and cutting-edge research that challenge established beliefs and paradigms and offer alternative ways to cope with the endless change in the business world. Covered areas: Accounting; Agribusiness Management and Policy; Business Law; Economics and Development Policy; Entrepreneurship and Family Business; Finance; Global Business; Human Resource Management; Information and Communications Technology (ICT); Labor Relations; Marketing; Management Information Systems (MIS); Non-Profit Management; Operations and Supply Chain Management; Organizational Behavior and Theory; Organizational Development; Service Management; Small Business Management; Social Responsibility and Ethics; Strategic Management Policy; Technology and Innovation Management; Tourism and Hospitality Management; Transportation and Logistics