IDEAS home Printed from https://ideas.repec.org/a/adi/ijbess/v5y2023i4p21-31.html

The influence of CSR performance, brand identification and customer satisfaction in developing customer engagement and loyalty

Author

Listed:
  • Badawi Badawi

    (Universitas Muhammadiyah Cirebon)

Abstract

The objective of this study is to examine the impact of corporate social responsibility (CSR) performance on brand image and customer satisfaction. Moreover, the analysis was performed to examine the impact of brand image and customer satisfaction on customer engagement. This study examines the impact of customer interaction on customer loyalty. This study employs quantitative analysis techniques to empirically examine the formulated hypothesis. The research sample consists of consumers from the cement business in Cirebon, West Java, Indonesia. The study employed a sampling technique that utilized random sampling to gather a sample of 180 respondents, who served as a representative of the study population. The data was acquired by distributing questionnaires and analyzed using the structural equation modeling technique with the assistance of AMOS software. The analytical results demonstrate empirical support for all hypotheses proposed in this study. This study demonstrates that the performance of corporate social responsibility (CSR) has a beneficial impact on the identity of a brand and the happiness of customers. In order to enhance brand recognition and improve consumer happiness, it is important to achieve superior corporate social responsibility (CSR) performance. Moreover, the recognition of a brand and the contentment of customers have a favorable impact on the involvement of customers, and the involvement of customers has a favorable impact on their loyalty. This study offers suggestions to organizations, including those in the cement industry, on how to enhance their corporate social responsibility (CSR) efforts to improve brand recognition and consumer contentment. Effective CSR performance may be attained by addressing five key aspects: social responsibility, environmental stewardship, cultural preservation, human resources management, and socio-economic development. Moreover, it is essential to enhance brand recognition and consumer contentment in order to maximize customer involvement and allegiance.

Suggested Citation

  • Badawi Badawi, 2023. "The influence of CSR performance, brand identification and customer satisfaction in developing customer engagement and loyalty," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 5(4), pages 21-31, October.
    • Handle: RePEc:adi:ijbess:v:5:y:2023:i:4:p:21-31
    DOI: 10.36096/ijbes.v5i4.458
    as

    Download full text from publisher

    File URL: https://bussecon.com/ojs/index.php/ijbes/article/view/458/230
    Download Restriction: no
    File URL: https://doi.org/10.36096/ijbes.v5i4.458
    Download Restriction: no
    File URL: https://libkey.io/10.36096/ijbes.v5i4.458?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jenniina Sihvonen, 2019. "Understanding the drivers of consumer–brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 583-594, September.
    2. S. Ananda & Raghavendra Prasanna Kumar & Dharmendra Singh, 2023. "A mediation analysis of perceived service quality, customer satisfaction and customer engagement in the banking sector," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 570-584, September.
    3. Mobin Fatma & Imran Khan, 2023. "CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification," Sustainability, MDPI, vol. 15(1), pages 1-13, January.
    4. Maury, Benjamin, 2022. "Strategic CSR and firm performance: The role of prospector and growth strategies," Journal of Economics and Business, Elsevier, vol. 118(C).
    5. James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
    6. Laee Choi & MiRan Kim & He-Boong Kwon, 2022. "Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 150-166, March.
    7. Prentice, Catherine & Wang, Xuequn & Loureiro, Sandra Maria Correia, 2019. "The influence of brand experience and service quality on customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 50-59.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Emmanuel Barima Agyemang Prempeh & Dennis Yao Dzansi, 2024. "Exploring the impact of social responsibility on staff engagement in Ghanaian Universities: unveiling the mediating effect of organizational identification," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 6(2), pages 110-121, April.
    2. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
    3. Ho-Hei Cheng & Shinya Takata & Takaaki Kawanaka & Takahiro Ohno, 2023. "Does SDGs Advertising Promote Ethical Consumer Behavior?: An Integrative Model of Ethical Consumption with Elements of Communication Strategy and Rational Purchase," Sustainability, MDPI, vol. 15(8), pages 1-25, April.
    4. Farhan Hussain & Zhifang Zhou & Hussain Abbas & Didier Robert Dusengemungu, 2025. "The Impact of Sustainability Disclosure on Firm Value in the Energy Sector of BRICS Economies: The Holistic Approach of GRI Guidelines," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(4), pages 4960-4975, August.
    5. Xian Wang & Huixian Li & Qingyi Wang & Alison Noble, 2023. "Consumers’ Concerns Regarding Product Quality: Evidence From Chinese Online Reviews," SAGE Open, , vol. 13(1), pages 21582440231, March.
    6. Rajesh Sharma, 2024. "Consumer perceived corporate social responsibility and electronic word of mouth in social media: mediating role of consumer–company identification and moderating role of user-generated content," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 523-535, June.
    7. Athanasios Mandilas & Dimitrios Kourtidis & Giannoula Florou & Stavros Valsamidis, 2023. "A Framework for Sustainability Reporting of Renewable Energy Companies in Greece," Sustainability, MDPI, vol. 15(19), pages 1-33, September.
    8. Liem Tan Vo & Nhi Van Vo & Toan Ngoc Pham & Nguyen Ngoc Hien, 2023. "The Impact of Historical Performance and Managerial Risk-taking Propensity on the Behavior of Choosing Prospector Strategy and Using Strategic Management Accounting Information in Viet Nam Manufacturer," SAGE Open, , vol. 13(4), pages 21582440231, December.
    9. Shaikh, Aijaz A. & Glavee-Geo, Richard & Karjaluoto, Heikki & Hinson, Robert Ebo, 2023. "Mobile money as a driver of digital financial inclusion," Technological Forecasting and Social Change, Elsevier, vol. 186(PB).
    10. Shih-Hao Wu & Stephen Chi-Tsun Huang & Ching-Yi Daphne Tsai & Yu-Xuan You, 2023. "Doing good for good: how does corporate social responsibility drive customer citizenship behavior? The mediation of engagement, trust, and identification," Service Business, Springer;Pan-Pacific Business Association, vol. 17(4), pages 937-962, December.
    11. Kumar, Anil, 2021. "Analysing the drivers of customer happiness at authorized workshops and improving retention," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    12. Liguo Lou & Yongbing Jiao & Joon Koh, 2021. "Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
    13. Stephanie Lang & Giulia Minnucci & Matthias Mueller & Michael P. Schlaile, 2023. "The Role of Consumers in Business Model Innovations for a Sustainable Circular Bioeconomy," Sustainability, MDPI, vol. 15(12), pages 1-19, June.
    14. Panagiota Xanthopoulou & Alexandros Sahinidis & Zorzeta Bakaki, 2022. "The Impact of Strong Cultures on Organisational Performance in Public Organisations: The Case of the Greek Public Administration," Social Sciences, MDPI, vol. 11(10), pages 1-15, October.
    15. Liu, Aiping & Urquía-Grande, Elena & López-Sánchez, Pilar & Rodríguez-López, Ángel, 2024. "The power of play in microfinance: Examining the effect of gamification on customer relationship management performance," Journal of Behavioral and Experimental Finance, Elsevier, vol. 44(C).
    16. Mobin Fatma & Imran Khan, 2023. "Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(3), pages 1-10, February.
    17. Chikako Ishizuka & Kei Aoki, 2024. "Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 979-989, December.
    18. Recalde, Daniella & Jai, Tunmin Catherine & Jones, Robert Paul, 2024. "I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    19. Ridhwan O. Olaoke & Steven W. Bayighomog & Mustafa Tümer, 2021. "Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 643-656, November.
    20. David Gligor & Siddik Bozkurt & Emma Welch, 2023. "Building theoretical sand castles: the case of customer brand engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 297-316, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:adi:ijbess:v:5:y:2023:i:4:p:21-31. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ibihutr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.