Influence of Corporate Social Responsibility on Loyalty and Valuation of Services

The study of corporate social responsibility has been the object of much research in recent decades, although there is a need to continue investigating its benefits as a marketing tool. In the current work we adopt a multidimensional perspective of social responsibility, and we carry out market rese...

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Bibliographic Details
Published in:Journal of business ethics 2005-11, Vol.61 (4), p.369-385
Main Authors: Salmones, Ma del Mar García de los, Crespo, Angel Herrero, Bosque, Ignacio Rodríguez del
Format: Article
Language:English
Subjects:
Brand loyalty
Brands
Business ethics
Business structures
Consumer behavior
Consumer behaviour
Consumer research
Consumers
Corporate social responsibility
Ethical behavior
Ethics
Impact analysis
Loyalty
Marketing
Perception
Perceptions
Purchase intention
Social ethics
Social responsibility
Studies
Telephone
Valuation
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Summary:The study of corporate social responsibility has been the object of much research in recent decades, although there is a need to continue investigating its benefits as a marketing tool. In the current work we adopt a multidimensional perspective of social responsibility, and we carry out market research to determine the perceptions of users of mobile telephone services about economic, legal, ethical and social aspects of their operating companies. With these data we determine the structure and components of the concept of social responsibility. Subsequently, this is related with the overall evaluation of the service and loyalty by means of a model of structural equations, in order to determine the influence of corporate social responsibility on these concepts, and hence its benefits as a commercial tool.
ISSN:0167-4544
1573-0697
DOI:10.1007/s10551-005-5841-2