Effects Of Different Dimensions Of Corporate Social Responsibility On Hypermarket Retailers: The Spanish Case

The evolution of hypermarket retailers in recent years has been quite dynamic and they are trying to adjust their store formats in response to changing demographics and stronger competition. This means that hypermarkets are increasingly valued by consumers, compared to other commercial formats, which triggers the gradual disappearance of traditional markets but this doesn’t look like enough. In this context Corporate social responsibility (CSR) appears to be a subject of increasing interest amongst academics and practitioners because this policy benefits the economy, society and environment based on the idea that companies have wider responsibilities beyond commerce. This is not a new concept but when other strategies aren’t getting hoped results perhaps it’s possible to build loyalty with clients through this way for creating and sustain long-lasting relationships and repeat business. The purpose of this study was to disaggregate CSR into four dimensions based on hypermarket customer perception: (1) legal, (2) philanthropic, (3) economic, (4) environmental dimensions, and examine how each dimension would affect satisfaction and loyalty in hypermarkets. The findings can provide managers with insights into which dimensions of CSR activities would improve to increase loyalty and the important of CSR in hypermarket customer.