Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company

ABSTRACT: Purpose - The aim of the authors of this paper is to propose a cognitive - affective - conative sequential model to study how three dimensions of corporate social responsibility (CSR) image (society, customers and employees) impact customer affective (identification and satisfaction) and b...

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Detalles Bibliográficos
Autores: Pérez Ruiz, Andrea|||0000-0003-3521-1783, Rodríguez del Bosque, Ignacio A.
Tipo de recurso: artículo
Fecha de publicación:2015
País:España
Institución:Universidad de Cantabria (UC)
Repositorio:UCrea Repositorio Abierto de la Universidad de Cantabria
Idioma:inglés
OAI Identifier:oai:repositorio.unican.es:10902/9500
Acceso en línea:http://hdl.handle.net/10902/9500
Access Level:acceso abierto
Palabra clave:Satisfaction
Identification
Customers
Banking industry
Loyalty
CSR image
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spelling Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of companyPérez Ruiz, Andrea|||0000-0003-3521-1783Rodríguez del Bosque, Ignacio A.SatisfactionIdentificationCustomersBanking industryLoyaltyCSR imageABSTRACT: Purpose - The aim of the authors of this paper is to propose a cognitive - affective - conative sequential model to study how three dimensions of corporate social responsibility (CSR) image (society, customers and employees) impact customer affective (identification and satisfaction) and behavioural recommendation and repurchase) responses in the banking industry. The authors also test how the type of company (savings banks vs commercial banks) moderates customer responses to these three dimensions of CSR image. Design/methodology/approach - A multi-group structural equation model is tested using information collected from 648 savings banks' customers and 476 commercial banks' customers in Spain. Findings - The findings demonstrate that the perceptions of customer-centric CSR initiatives positively and consistently impact customer identification with the banking institution, satisfaction, recommendation and repurchase behaviours in the savings and commercial banks' samples. The dimensions of CSR image that concern the activities oriented to society and employees only positively impact customer responses in the savings banks' sample. Practical implications - The findings of this study can assist scholars in creating more informative CSR-based loyalty models that take into consideration new variables (satisfaction and type of company) and better approaches to the conceptualization of CSR image (e.g. the formative approach). The findings can also assist savings and commercial banks in better designing their CSR and communication initiatives to benefit from customer affective and conative responses. Originality/value - The contributions of the paper are threefold: the authors include satisfaction as a new variable in the study of the CSR-based loyalty model; the CSR image is conceptualized as a formative construct, and this provides new justifications for the mixed results reported by previous scholars who have analysed the effects of CSR image on customer loyalty; and the authors explore the moderating role of the type of company on the CSR-based loyalty model proposed in the paper.EmeraldUniversidad de Cantabria20152015-01-01journal articlehttp://purl.org/coar/resource_type/c_6501NAhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43info:eu-repo/semantics/articlehttp://hdl.handle.net/10902/9500Journal of Services Marketing, Vol. 29 Iss 1 pp. 15 - 25reponame:UCrea Repositorio Abierto de la Universidad de Cantabriainstname:Universidad de Cantabria (UC)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:repositorio.unican.es:10902/95002026-06-02T12:39:31Z
dc.title.none.fl_str_mv Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company
title Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company
spellingShingle Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company
Pérez Ruiz, Andrea|||0000-0003-3521-1783
Satisfaction
Identification
Customers
Banking industry
Loyalty
CSR image
title_short Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company
title_full Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company
title_fullStr Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company
title_full_unstemmed Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company
title_sort Corporate social responsibility and customer loyalty: exploring the role ofidentification, satisfaction and type of company
dc.creator.none.fl_str_mv Pérez Ruiz, Andrea|||0000-0003-3521-1783
Rodríguez del Bosque, Ignacio A.
author Pérez Ruiz, Andrea|||0000-0003-3521-1783
author_facet Pérez Ruiz, Andrea|||0000-0003-3521-1783
Rodríguez del Bosque, Ignacio A.
author_role author
author2 Rodríguez del Bosque, Ignacio A.
author2_role author
dc.contributor.none.fl_str_mv Universidad de Cantabria
dc.subject.none.fl_str_mv Satisfaction
Identification
Customers
Banking industry
Loyalty
CSR image
topic Satisfaction
Identification
Customers
Banking industry
Loyalty
CSR image
description ABSTRACT: Purpose - The aim of the authors of this paper is to propose a cognitive - affective - conative sequential model to study how three dimensions of corporate social responsibility (CSR) image (society, customers and employees) impact customer affective (identification and satisfaction) and behavioural recommendation and repurchase) responses in the banking industry. The authors also test how the type of company (savings banks vs commercial banks) moderates customer responses to these three dimensions of CSR image. Design/methodology/approach - A multi-group structural equation model is tested using information collected from 648 savings banks' customers and 476 commercial banks' customers in Spain. Findings - The findings demonstrate that the perceptions of customer-centric CSR initiatives positively and consistently impact customer identification with the banking institution, satisfaction, recommendation and repurchase behaviours in the savings and commercial banks' samples. The dimensions of CSR image that concern the activities oriented to society and employees only positively impact customer responses in the savings banks' sample. Practical implications - The findings of this study can assist scholars in creating more informative CSR-based loyalty models that take into consideration new variables (satisfaction and type of company) and better approaches to the conceptualization of CSR image (e.g. the formative approach). The findings can also assist savings and commercial banks in better designing their CSR and communication initiatives to benefit from customer affective and conative responses. Originality/value - The contributions of the paper are threefold: the authors include satisfaction as a new variable in the study of the CSR-based loyalty model; the CSR image is conceptualized as a formative construct, and this provides new justifications for the mixed results reported by previous scholars who have analysed the effects of CSR image on customer loyalty; and the authors explore the moderating role of the type of company on the CSR-based loyalty model proposed in the paper.
publishDate 2015
dc.date.none.fl_str_mv 2015
2015-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
NA
http://purl.org/coar/version/c_be7fb7dd8ff6fe43
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10902/9500
url http://hdl.handle.net/10902/9500
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Emerald
publisher.none.fl_str_mv Emerald
dc.source.none.fl_str_mv Journal of Services Marketing, Vol. 29 Iss 1 pp. 15 - 25
reponame:UCrea Repositorio Abierto de la Universidad de Cantabria
instname:Universidad de Cantabria (UC)
instname_str Universidad de Cantabria (UC)
reponame_str UCrea Repositorio Abierto de la Universidad de Cantabria
collection UCrea Repositorio Abierto de la Universidad de Cantabria
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,300724

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