Corporate social responsability and loyalty in services sector/ Influencia de la responsabilidad social en la lealtad: aplicacion en el mercado de servicios

The current paper analyses the influence of corporate social responsibility on consumer behaviour, since it brings up new questions related to the effect of this issue on traditional loyalty models. Starting from a literature review about the concept, several hypotheses about the influence of corpor...

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Bibliographic Details
Published in:ESIC Market 2011-01 (138), p.199
Main Authors: de los Salmones, Ma del Mar Garcia, del Bosque, Ignacio Rodriguez
Format: Magazinearticle
Language:Spanish
Online Access:Get full text
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Summary:The current paper analyses the influence of corporate social responsibility on consumer behaviour, since it brings up new questions related to the effect of this issue on traditional loyalty models. Starting from a literature review about the concept, several hypotheses about the influence of corporate social responsibility on the traditional antecedents of loyalty, image and valuation of services are formulated. Using a methodology support in personal surveys, the study is able to verify a direct effect of corporate social responsibility on service valuation and , therefore, an indirect influence on loyalty and image.
ISSN:0212-1867
0212-1867