企业社会责任的消费者归因:原因和后果

IF 3.1 Q2 BUSINESS
Kajenthiran Konalingam, Achchuthan Sivapalan, Umanakenan Ratnam, Sivanenthira Sivapiragasam
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引用次数: 1

摘要

目的本研究旨在探讨企业社会责任维度与客户忠诚度之间的复杂关系。特别是,本研究提出了通过客户感知价值进行干预的过程,这使银行客户更加忠诚。设计/方法/方法本研究使用来自斯里兰卡北部省的261名受访者的随机样本,实证调查了企业社会责任在提高客户价值和忠诚度方面的作用。通过偏最小二乘结构方程模型对收集的数据、研究模型和假设进行了评估。研究结果表明,在银行业中,战略和利益相关者驱动的企业社会责任实践对客户忠诚度有积极影响。此外,客户感知价值对客户忠诚度有积极影响。此外,客户感知价值在企业社会责任实践和客户忠诚度之间起中介作用。研究局限性/含义本研究仅限于银行业。因此,未来的研究可以在零售、旅游和酒店、保险和小额信贷机构、服装、纺织等不同行业复制相同的研究。实际意义这项研究提出了在银行业设计忠诚度计划时需要强调的企业社会责任的具体方面。独创性/价值客户价值的概念被认为是多元化企业社会责任视角和客户忠诚度之间的中介机制。因此,本研究提出了一个全面的框架,通过企业社会责任实践和客户价值创造来提高客户对银行的忠诚度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer attributions for corporate social responsibility: causes and consequences
Purpose This study aims to investigate the complex relationship between corporate social responsibility (CSR) dimensions and customer loyalty. In particular, this study suggested an intervening process through customer perceived value, which makes banking customers more loyal. Design/methodology/approach Using a randomised sample of 261 respondents from the Northern Province of Sri Lanka, this study empirically investigates the role of CSR in enhancing customer value and loyalty. The collected data, the study model and hypotheses were assessed by partial least squares structural equation modelling. Findings According to the results, CSR practices that are both strategic and stakeholder-driven have a positive effect on customer loyalty in the banking industry. Further, customer perceived-value positively impacts customer loyalty. Besides, customer perceived-value mediates the association between CSR practices and customer loyalty. Research limitations/implications This study is limited to the banking industry. Thus, future studies can replicate the same research in different sectors like retail, tourism and hospitality, insurance and microcredit institutions, garments, textiles, etc. Practical implications This study suggests specific dimensions of CSR that need to be emphasised while the banking industry designs its loyalty programs. Originality/value The notion of customer value has been suggested as a mediating mechanism between diversified CSR perspectives and customer loyalty. Thus, this study proposes a comprehensive framework for enhancing customer loyalty to banks via CSR practices and customer value creation.
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来源期刊
CiteScore
5.60
自引率
18.80%
发文量
35
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