The influence of corporate social responsibility on repurchase intention: The mediating effect of satisfaction
-
DOIhttp://dx.doi.org/10.21511/im.19(4).2023.17
-
Article InfoVolume 19 2023, Issue #4, pp. 207-219
- Cited by
- 417 Views
-
187 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The study evaluates the impact of corporate social responsibility (CSR) on customer satisfaction and repurchase intention in the fast food service business in Vietnam. This study used quantitative research methods with a sample of 414 customers aged 18 and older who have used fast food service in Vietnam. Primary data were collected based on customers’ willingness to provide information through questionnaire links on social networking platforms such as Facebook and Zalo. Structural equation modeling and mediating effect analysis were used to test the correlation between components in the research model. Research results have identified three components of CSR, including community responsibility, environmental responsibility, and ethical responsibility in business, that directly and positively influence customer satisfaction. The results validate the mediating influence of satisfaction on the correlation between CSR components (community, environmental, and ethical responsibility) and repurchase intention, which very few previous studies have performed. These findings theoretically contribute to the literature, verifying three CSR components from the customer’s point of view in the fast food service business, including community, environmental, and ethical responsibility. Expanding the theory on factors affecting customer satisfaction and promoting cause-related marketing, prosocial behavior, and competitive advantage theory is necessary. As for managerial contributions, fast food business brands are suggested to invest and increase their CSR activities.
- Keywords
-
JEL Classification (Paper profile tab)M30, M31
-
References61
-
Tables4
-
Figures2
-
- Figure 1. Research model
- Figure 2. The influence of corporate social responsibility on repurchase intention
-
- Table 1. Demographic statistics
- Table 2. Cronbach’s alpha for components in the research model
- Table 3. Results of hypotheses testing
- Table 4. Mediating relationships
-
- Aggarwal, V., & Singh, V. K. (2019). Cause-related marketing and start-ups: Moderating role of cause involvement. Journal of Global Responsibility, 10(1), 16-30.
- Alvarado-Herrera, A., Bigne, E., Aldas-Manzano, J., & Curras-Perez, R. (2017). A scale for measuring consumer perceptions of corporate social responsibility following the sustainable development paradigm. Journal of Business Ethics, 140(2), 243-262.
- Balmer, J. M. T. (2001). Corporate identity, corporate branding and corporate marketing – Seeing through the fog. European Journal of Marketing, 35(3/4), 248-291.
- Bar-Tal, D. (1976). Prosocial behavior: Theory and research. Hemisphere Publishing Corp.
- Bhatti, H. Y., Galan-Ladero, M. M., & Galera-Casquet, C. (2023). Cause-related marketing: A systematic review of the literature. International Review on Public and Nonprofit Marketing, 20, 25-64.
- Brunk, K. H. (2010). Exploring origins of ethical company/brand perceptions – A consumer perspective of corporate ethics. Journal of Business Research, 63(3), 255-262.
- Cadbury, A. (2006). Corporate social responsibility. Twenty-First Century Society, 1(1), 5-21.
- Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. The Academy of Management Review, 4(4), 497-505.
- Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48.
- Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International Journal of Management Reviews, 12(1), 85-105.
- Carvalho, S., Sen, S., de Oliveira Mota, M., & Lima, R. (2010). Consumer reactions to CSR: A Brazilian perspective. Journal of Business Ethics, 91, 291-310.
- Cheng, T., Tong, C., & Wong, A. (2018). The impact of corporate social responsibility and food health and safety, on the corporate image of Hong Kong’s fast-food restaurants. Asian Research Journal of Arts & Social Sciences, 7(2), 1-18.
- Chikazhe, L., Makanyeza, C., Chigunhah, B. R., & Akbari, M. (rev. ed.). (2021). Understanding mediators and moderators of the effect of customer satisfaction on loyalty. Cogent Business & Management, 8(1), 1922127.
- Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
- Dalay, J. B., & Yap, F. D. (2021). Consumers’ awareness on Jollibee Foods Corporation’s corporate social responsibility programs and their buying behavior towards a strategic corporate social responsibility. International Journal of Engineering Technologies & Management Research, 8(4), 25-39.
- Deigh, L., Farquhar, J., Palazzo, M., & Siano, A. (2016). Corporate social responsibility: Engaging the community. Qualitative Market Research, 19(2), 225-240.
- Eisingerich, A. B., Rubera, G., Seifert, M., & Bhardwaj, G. (2011). Doing good and doing better despite negative information? The role of corporate social responsibility in consumer resistance to negative information. Journal of Service Research, 14(1), 60-75.
- Fuentes-Blasco, M., Moliner-Velázquez, B., & Gil-Saura, I. (2017). Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing. Management Decision, 55(7), 1558-1577.
- Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l’Administration, 22(2), 97-110.
- Gheribi, E. (2017). The activities of foodservice companies in the area of corporate social responsibility – On the example of international fast food chain. Journal of Positive Management, 8(1), 64-77.
- Graafland, J. J., Eijffinger, S. C. W., & SmidJohan, H. (2004). Benchmarking of corporate social responsibility: Methodological problems and robustness. Journal of Business Ethics, 53(1/2), 137-152.
- Grace, D., & Cohen, S. (2009). Business ethics: Australian problems and cases. New York: Oxford University Press.
- Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
- Hartmann, M., Heinen, S., Melis, S., & Simons, J. (2013). Consumers’ awareness of CSR in the German pork industry. British Food Journal, 115(1), 124-141.
- Hengboriboon, L., Naruetharadol, P., Ketkeaw, C., & Gebsombut, N. (2022). The impact of product image, CSR and green marketing in organic food purchase intention: Mediating roles of corporate reputation. Cogent Business & Management, 9(1), 2140744.
- Hohnen, P., & Potts, J. (2007). Corporate social responsibility: An implementation guide for business. International Institute for Sustainable Development.
- Hopkins, M. (2003). The planetary bargain. Corporate social responsibility matters (1st ed.). London: Routledge.
- Hopkins, M. (2005). Measurement of corporate social responsibility. International Journal of Management and Decision Making, 6(3/4), 213-231.
- Iglesias, O., Markovic, S., Singh, J. J., & Sierra, V. (2019). Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits. Journal of Business Ethics, 154, 441-459.
- Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135.
- Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
- Kim, M., Yin, X., & Lee, G. (2020). The effect of CSR on corporate image, customer citizenship behaviors, and customers’ long-term relationship orientation. International Journal of Hospitality Management, 88, 102520.
- Kolkailah, S. K., Aish, E. A., & El-Bassiouny, N. (2012). The impact of corporate social responsibility initiatives on consumers’ behavioural intentions in the Egyptian market. International Journal of Consumer Studies, 36(4), 369-384.
- Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing the most good for company and your cause. Wiley.
- Lee, C.-Y. (2019). Does corporate social responsibility influence customer loyalty in the Taiwan insurance sector? The role of corporate image and customer satisfaction. Journal of Promotion Management, 25(1), 43-64.
- Limbu, Y.B., Wolf, M., & Lunsford, D.L (2011). Consumers’ perceptions of online ethics and its effects on satisfaction and loyalty. Journal of Research in Interactive Marketing, 5(1), 71-89.
- Marinkovic, V., & Obradovic, V. (2015). Customers’ emotional reactions in the banking industry. International Journal of Bank Marketing, 33(3), 243-260.
- Martínez-Sala, A., Quiles-Soler, M., & Monserrat-Gauchi, J. (2021). Corporate social responsibility in the restaurant and fast food industry: A study of communication on healthy eating through social networks. Interface – Comunicação, Saúde, Educação, 25, e200428.
- Miles, R. H. (1987). Managing the corporate social environment: A grounded theory. Englewood Cliffs: Prentice Hall.
- Moharam, O. M., Elsamadicy, A. M., & Negm, E. M. (2020). Cause-related marketing: A conceptual and theoretical review. Journal of Business and Management, 22(10), 17-26.
- Morgan, C., Widmar, N., Yeager, E., Downey, W., & Croney, C. (2016). Perceptions of social responsibility of prominent fast food restaurants. Modern Economy, 7(6), 704-714.
- Mullen, J. (1997). Performance-based corporate philanthropy: How “giving smart” can further corporate goals. Public Relations Quarterly, 42(2), 42-48.
- Nguyen, P.-M., Vo, N. D., Nguyen, N. P., & Choo, Y.S. (2019). Corporate social responsibilities of food processing companies in Vietnam from consumer perspective. Sustainability, 12(1), 71.
- Phillips, S., Thai, V. V., & Halim, Z. I. (2019). Airline value chain capabilities and CSR performance: The connection between CSR leadership and CSR culture with CSR performance, customer satisfaction and financial performance. The Asian Journal of Shipping and Logistics, 35(1), 30-40.
- Poolthong, Y., & Mandhachitara, R. (2009). Customer expectations of CSR, perceived service quality and brand effect in Thai retail banking. International Journal of Bank Marketing, 27(6), 408-427.
- Porter, M. E., & Kramer, M.R. (2006). Strategy & society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84, 78-85.
- Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2019). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, 29(2), 196-217.
- Rindell, A., Korkman, O., & Gummerus, J. (2011). The role of brand images in consumer practices: Uncovering embedded brand strength. Journal of Product & Brand Management, 20(6), 440-446.
- Sahioun, A., Bataineh, A. Q., Abu-AlSondos, I. A., & Haddad, H. (2023). The impact of green marketing on consumers’ attitudes: A moderating role of green product awareness. Innovative Marketing, 19(3), 237-253.
- Singh, A., & Verma, P. (2014). From Philanthropy to Mandatory CSR: A Journey Towards Mandatory Corporate Social Responsibility in India. International Journal of Business and Management Invention, 3(8), 146-163.
- Spreng, R. A., & Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2), 201-214.
- Su, L., Swanson, S. R., & Chen, X. (2015). Social responsibility and reputation influences on the intentions of Chinese Huitang Village tourists: Mediating effects of satisfaction with lodging providers. International Journal of Contemporary Hospitality Management, 27(8), 1750-1771.
- Turker, D. (2009). Measuring corporate social responsibility: A scale development study. Journal of Business Ethics, 85(4), 411-427.
- Ullmann, A. A. (1985). Data in search of a theory: A critical examination of the relationships among social performance, social disclosure, and economic performance of U.S. firms. The Academy of Management Review, 10(3), 540-557.
- Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58-74.
- Wang, C.-C. (2020). Corporate social responsibility on customer behaviour: The mediating role of corporate image and customer satisfaction. Total Quality Management & Business Excellence, 31(7-8), 742-760.
- Wartick, S. L., & Cochran, P. L. (1985). The evolution of the corporate social performance model. The Academy of Management Review, 10(4), 758-769.
- Wong, A. (2016). Green approaches in Hong Kong’s fast-food restaurants and its effects on corporate image. Journal of Research in Marketing, 5(2), 368-381.
- Wood, D. (1994). Business and society. New York: Harper Collins.
- Zayyad, H. M. A., Obeidat, Z. M., Alshurideh, M. T., Abuhashesh, M., Maqableh, M., & Masa’deh, R. (2021). Corporate social responsibility and patronage intentions: The mediating effect of brand credibility. Journal of Marketing Communications, 27(5), 510-533.
- Zhang, N. (2022). How does CSR of food company affect customer loyalty in the context of COVID-19: A moderated mediation model. International Journal of Corporate Social Responsibility, 7(1).