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Abstract: Because previous scholars have offered few comprehensive models to understand the benefits 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 influence 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 findings demonstrate that corporate social responsibility image influences customer identification with the company, the emotions evoked by the company and satisfaction positively. Identification also influences the emotions generated by the service performance and customer satisfaction determines loyalty behaviour. The findings have significant implications for service managers because they demonstrate that there are two paths to explain the satisfaction and loyalty of service customers. The first 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 company’s services.
Authorship: Pérez A., Rodríguez del Bosque I.,
Fuente: Journal of Business Ethics, Volume 129, Issue 3, 26 April 2014, Pages 571-584
Publisher: Springer
Year of publication: 2015
No. of pages: 15
Publication type: Article
DOI: 10.1007/s10551-014-2177-9
ISSN: 0167-4544,1573-0697
Publication Url: http://dx.doi.org/10.1007/s10551-014-2177-9
Consult in UCrea Read publication
ANDREA PEREZ RUIZ
IGNACIO ALFREDO RODRIGUEZ DEL BOSQUE RODRIGUEZ
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