Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness
| Autor: | Kamarudeen Babatunde Bello, Khalil Md Nor, Ahmad Jusoh |
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| Rok vydání: | 2020 |
| Předmět: |
Service quality
05 social sciences Developing country General Business Management and Accounting Structural equation modeling Consumer Bill of Rights 0502 economics and business Survey data collection Corporate social responsibility 050211 marketing Customer satisfaction Business Marketing 050203 business & management Social Sciences (miscellaneous) Consumer behaviour |
| Zdroj: | Social Responsibility Journal. 17:1116-1130 |
| ISSN: | 1747-1117 |
| Popis: | PurposeThe purpose of this paper is threefold: first, to examine the effects of perceived corporate social responsibility (CSR) on service quality, satisfaction and repurchase intention; second, to investigate the mediating (unique and serial) effects of service quality and satisfaction; and third, to determine the moderating effects of consumer rights awareness (CRA) on the relationship between perceived CSR and consumer responses.Design/methodology/approachSurvey data was collected from a sample of 604 customers of the 4 major mobile telecommunications companies in Nigeria. The partial least squares structural equation modeling approach was used to test the hypothesized model.FindingsResearch findings indicate that perceived CSR has direct and positive effects on service quality, satisfaction and repurchase intention. Also, service quality and satisfaction mediates (uniquely and in sequence) the effect of perceived CSR on repurchase intention. In addition, CRA moderates perceived CSR’s effect on service quality perceptions and repurchase intention.Practical implicationsThe findings confirm the complementary relationships between CSR, service quality and satisfaction in influencing consumers’ repurchase intention. Managers should imbibe CSR as an intangible attribute that complements high-quality services, leading to enhanced customer satisfaction and repurchase intentions. The findings also suggest that CRA enhances perceived CSR’s effect on service quality perceptions and repurchase intentions. Thus, managers should take proactive steps to inform consumers of their rights, and also show efforts at protecting the same.Originality/valueThis study has overcome the limitation observed in previous studies by testing the sequential mediating effects of service quality and customer satisfaction in the perceived CSR–consumer response relationships. Also, this study represents a pioneering effort at empirically confirming the role of CRA in enhancing perceived CSR’s influence on consumer responses. In addition, the findings also provide insights on the impact of CSR on consumer behavior from a developing country’s perspective. |
| Databáze: | OpenAIRE |
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