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Web End = J Bus Ethics (2015) 129:571584 DOI 10.1007/s10551-014-2177-9
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Web End = An Integrative Framework to Understand How CSR Affects Customer Loyalty through Identication, Emotionsand Satisfaction
Andrea Prez Ignacio Rodrguez del Bosque
Received: 3 January 2014 / Accepted: 10 April 2014 / Published online: 26 April 2014 Springer Science+Business Media Dordrecht 2014
Abstract Because previous scholars have offered few comprehensive models to understand the benets of corporate social responsibility image in terms of customer behaviour, the authors of this paper propose a hierarchy of effects model to study how customer perceptions of the social responsibility of companies inuence customer affective and conative responses in a service context. The authors test a structural equation model using information collected directly from 1,124 customers of banking services in Spain. The ndings demonstrate that corporate social responsibility image inuences customer identication with the company, the emotions evoked by the company and satisfaction positively. Identication also inuences the emotions generated by the service performance and customer satisfaction determines loyalty behaviour. The ndings have signicant implications for service managers because they demonstrate that there are two paths to explain the satisfaction and loyalty of service customers. The rst path is composed of the beliefs and emotions generated by the company at the institutional level. The second path is composed of the thoughts, attitudes, emotions and feelings generated by the companys services.
Keywords Customers CSR Identication Emotions
Satisfaction Loyalty
Introduction
Customer loyalty is a key goal for companies, especially when facing a tough economic situation such as the current global recession (Prez et al. 2013a). In this context, customers are the most limited resource for companies and their loyalty directly affects their prots (Edvardsson et al. 2000). Along this line, scholars have demonstrated that building an appealing corporate image enables companies to enhance customer loyalty through repurchase and recommendation behaviour (Dick and Basu 1994; Chaudhuri and Holbrook 2001). Corporate image is a multidimensional construct that refers to the perceptions a group of stakeholders has of a company (Fombrun 1996). Scholars frequently divide its dimensions into corporate ability...