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Does corporate social responsibility really increase customer relationship quality? A meta-analytic review

Author

Listed:
  • Ahmad Aljarah
  • Lawrence Emeagwali
  • Blend Ibrahim
  • Bashar Ababneh

Abstract

Purpose - The purpose of this paper is to examine the impact of corporate social responsibility (CSR) on customer relationship quality (RQ) based on three main aspects of RQ, namely, satisfaction, trust and commitment. Design/methodology/approach - A quantitative meta-analysis of 80 unique effect sizes reported in 60 articles (n= 27,805) was conducted to determine effect sizes of the relationship between CSR and the aspects of RQ of the customer. Furthermore, the economic development has been examined as potential moderators between CSR and RQ. Findings - Meta-analysis suggests that a positive relationship between CSR and the three studied aspects of RQ is well established; however, the strength of studied relationships has revealed variations in magnitude. Customer commitment was affected by CSR (r= 56) the most, closely followed by customer trust (r= 0.52), while customer satisfaction (r= 0.44) was affected the least. Moreover, the result of meta-regression shows that the economic development moderates only one relationship, CSR and trust. Originality/value - Presenting a summary of the direction of primary research on the relationship between CSR and RQ, as no prior meta-analysis on the primary relationship has been conducted till date (to the best of the authors’ knowledge).

Suggested Citation

  • Ahmad Aljarah & Lawrence Emeagwali & Blend Ibrahim & Bashar Ababneh, 2018. "Does corporate social responsibility really increase customer relationship quality? A meta-analytic review," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 16(1), pages 28-49, December.
    • Handle: RePEc:eme:srjpps:srj-08-2018-0205
    DOI: 10.1108/SRJ-08-2018-0205
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    Citations

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    Cited by:

    1. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    2. Janine Hobeika & Insaf Khelladi & Mehmet A. Orhan, 2022. "Analyzing the corporate social responsibility perception from customer relationship quality perspective. An application to the retail banking sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(6), pages 2053-2064, November.
    3. Muhammad Usman Shah & Muhammad Farooq Jan, 2021. "Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan," SAGE Open, , vol. 11(4), pages 21582440211, December.
    4. Saha, Sajeeb & Ranjan, Kumar Rakesh & Pappu, Ravi & Akhlaghpour, Saeed, 2023. "Corporate giving and its impact on consumer evaluations: A meta-analysis," Journal of Business Research, Elsevier, vol. 158(C).
    5. Pfajfar, Gregor & Shoham, Aviv & Małecka, Agnieszka & Zalaznik, Maja, 2022. "Value of corporate social responsibility for multiple stakeholders and social impact – Relationship marketing perspective," Journal of Business Research, Elsevier, vol. 143(C), pages 46-61.
    6. Alatawi, Ibrahim A. & Ntim, Collins G. & Zras, Anis & Elmagrhi, Mohamed H., 2023. "CSR, financial and non-financial performance in the tourism sector: A systematic literature review and future research agenda," International Review of Financial Analysis, Elsevier, vol. 89(C).

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