IDEAS home Printed from https://ideas.repec.org/a/wly/corsem/v26y2019i4p761-769.html
   My bibliography  Save this article

The impact of corporate social responsibility on customer loyalty in hypermarkets: A new socially responsible strategy

Author

Listed:
  • Pedro Cuesta‐Valiño
  • Pablo Gutiérrez Rodríguez
  • Estela Núñez‐Barriopedro

Abstract

The purpose of this paper is to contribute to knowledge on the impact of corporate social responsibility (CSR) activities on retailers' performance (hypermarkets). An analysis using a comprehensive conceptualization of CSR reveals that CSR has positive implications for hypermarkets' performance and illustrates which CSR dimensions are the most important to focus on. For this purpose, this study enhances its empirical validity by collecting data from 667 respondents in Spain and testing the hypothesis applying partial least squares structural equation modeling. The study finds that CSR is positively influencing customer loyalty, and customer satisfaction, image, and quality also intervened in their relationships. In particular, a new finding of the study highlights the importance of the mediating role played by image and quality in enhancing the effect of CSR on satisfaction. The research findings provide useful insights into how hypermarkets should develop a CSR strategy that would enhance customer loyalty.

Suggested Citation

  • Pedro Cuesta‐Valiño & Pablo Gutiérrez Rodríguez & Estela Núñez‐Barriopedro, 2019. "The impact of corporate social responsibility on customer loyalty in hypermarkets: A new socially responsible strategy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 761-769, July.
    • Handle: RePEc:wly:corsem:v:26:y:2019:i:4:p:761-769
    DOI: 10.1002/csr.1718
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/csr.1718
    Download Restriction: no
    File URL: https://libkey.io/10.1002/csr.1718?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. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
    2. Derwall, Jeroen & Koedijk, Kees & Ter Horst, Jenke, 2011. "A tale of values-driven and profit-seeking social investors," Journal of Banking & Finance, Elsevier, vol. 35(8), pages 2137-2147, August.
    3. Graafland, J.J. & Eijffinger, S.C.W. & Smid, H., 2004. "Benchmarking of corporate social responsibility : Methodological problems and robustness," Other publications TiSEM 730f0e78-0c51-4c83-bbab-c, Tilburg University, School of Economics and Management.
    4. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
    5. Lorenzo Ardito & Javier Carrillo‐Hermosilla & Pablo del Río & Pierpaolo Pontrandolfo, 2018. "Corporate Social Responsibility and Environmental Management Invites Contributions for a Special Issue on ‘Sustainable Innovation: Processes, Strategies, and Outcomes’," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(1), pages 106-109, January.
    6. Youngran Shin & Vinh V. Thai, 2015. "The Impact of Corporate Social Responsibility on Customer Satisfaction, Relationship Maintenance and Loyalty in the Shipping Industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(6), pages 381-392, November.
    7. Tenenhaus, Michel & Vinzi, Vincenzo Esposito & Chatelin, Yves-Marie & Lauro, Carlo, 2005. "PLS path modeling," Computational Statistics & Data Analysis, Elsevier, vol. 48(1), pages 159-205, January.
    8. J.J. Graafland & S.C.W. Eijffinger, 2004. "Corporate social responsibility of Dutch companies: Benchmarking, transparency and robustness," De Economist, Springer, vol. 152(3), pages 403-426, September.
    9. Zdravkovic, Srdan & Magnusson, Peter & Stanley, Sarah M., 2010. "Dimensions of fit between a brand and a social cause and their influence on attitudes," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 151-160.
    10. Richard A. Colombo & Donald G. Morrison, 1989. "Note—A Brand Switching Model with Implications for Marketing Strategies," Marketing Science, INFORMS, vol. 8(1), pages 89-99.
    11. A. Lindgreen & V. Swaen & W. Johnston, 2009. "Corporate social responsibility : an empirical investigation of U.S. organizations," Post-Print hal-00575825, HAL.
    12. Caroline D. Ditlev‐Simonsen & Atle Midttun, 2011. "What motivates managers to pursue corporate responsibility? a survey among key stakeholders," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(1), pages 25-38, January.
    13. Adam Lindgreen & Valérie Swaen & Wesley Johnston, 2009. "Corporate Social Responsibility: An Empirical Investigation of U.S. Organizations," Journal of Business Ethics, Springer, vol. 85(2), pages 303-323, April.
    14. Zhihong Wang & Tien‐Shih Hsieh & Joseph Sarkis, 2018. "CSR Performance and the Readability of CSR Reports: Too Good to be True?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(1), pages 66-79, January.
    15. Dima Jamali & Ramez Mirshak, 2007. "Corporate Social Responsibility (CSR): Theory and Practice in a Developing Country Context," Journal of Business Ethics, Springer, vol. 72(3), pages 243-262, May.
    16. Martin, William C. & Ponder, Nicole & Lueg, Jason E., 2009. "Price fairness perceptions and customer loyalty in a retail context," Journal of Business Research, Elsevier, vol. 62(6), pages 588-593, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & García-Henche, Blanca, 2022. "Word of mouth and digitalization in small retailers: Tradition, authenticity, and change," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    2. Mengmeng Guo & Naveed Ahmad & Mohammad Adnan & Miklas Scholz & Khalil-ur-Rehman & Rana Tahir Naveed, 2021. "The Relationship of CSR and Employee Creativity in the Hotel Sector: The Mediating Role of Job Autonomy," Sustainability, MDPI, vol. 13(18), pages 1-18, September.
    3. Nicolae Nae & Simona Catalina ?tefan & Catalina Florentina Albu, 2020. "Corporate Social Responsibility'S Pathways Towards Customer Loyalty In Romanian Retail: A Pls-Sem Mediation Analysis," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(3), pages 99-118, September.
    4. Won‐Moo Hur & Tae‐Won Moon & Hanna Kim, 2020. "When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1878-1891, July.
    5. Qiaowen Zhang & Annalien de Vries, 2022. "Seeking Moral Legitimacy through Corporate Social Responsibility: Evidence from Chinese Manufacturing Multinationals," Sustainability, MDPI, vol. 14(9), pages 1-21, April.
    6. Floritzel Moreno & Jiyun Kang, 2020. "How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2477-2490, November.
    7. Tian Zeng & Anne‐Françoise Audrain‐Pontevia & Fabien Durif, 2021. "Does corporate social responsibility affect consumer boycotts? A cost–benefit approach," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 796-807, March.
    8. Li‐Fei Chen & Donna Larissa Khuangga, 2021. "Configurational paths of employee reactions to corporate social responsibility: An organizational justice perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(1), pages 389-403, January.
    9. Sojin Jung & Stacy H. Lee, 2022. "The buffering effect of continuous corporate social responsibilities engagement on negative consumer responses toward brand crises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1636-1646, September.
    10. Waris Ali & Yu Danni & Badar Latif & Rehana Kouser & Saleh Baqader, 2021. "Corporate Social Responsibility and Customer Loyalty in Food Chains—Mediating Role of Customer Satisfaction and Corporate Reputation," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    11. Appel Mahmud & Donghong Ding & Md. Morshadul Hasan, 2021. "Corporate Social Responsibility: Business Responses to Coronavirus (COVID-19) Pandemic," SAGE Open, , vol. 11(1), pages 21582440209, January.
    12. Patrick Elf & Amy Isham & Birgitta Gatersleben, 2021. "Above and beyond? How businesses can drive sustainable development by promoting lasting pro‐environmental behaviour change: An examination of the IKEA Live Lagom project," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1037-1050, February.
    13. Marcela Rocha Haase Uhlig & Emerson Wagner Mainardes & Valcemiro Nossa, 2020. "Corporate social responsibility and consumer's relationship intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 313-324, January.
    14. Ovidiu-Ioan Moisescu & Oana-Adriana Gică, 2020. "The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y," IJERPH, MDPI, vol. 17(18), pages 1-21, September.
    15. Hafiz Yasir Ali & Muhammad Asrar‐ul‐Haq & Shaheera Amin & Sadaf Noor & Muhammad Haris‐ul‐Mahasbi & Muhammad Kashif Aslam, 2020. "Corporate social responsibility and employee performance: The mediating role of employee engagement in the manufacturing sector of Pakistan," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2908-2919, November.
    16. Yiming Zhuang & Younggeun Lee & Xinyue Chang & Renee B. Kim, 2020. "Entrepreneurial orientation and corporate social responsibility performance: An empirical study of state‐controlled and privately controlled firms in China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 383-392, January.
    17. Francesca Dal Mas & William Tucker & Maurizio Massaro & Carlo Bagnoli, 2022. "Corporate social responsibility in the retail business: A case study," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 223-232, January.
    18. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    19. Seong Ho Lee, 2021. "Effects of Retailers’ Corporate Social Responsibility on Retailer Equity and Consumer Usage Intention," Sustainability, MDPI, vol. 13(6), pages 1-9, March.

    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. Graafland, J.J. & Kaptein, M. & Mazereeuw V/d Duijn Schouten, C., 2010. "Motives of Socially Responsible Business Conduct," Other publications TiSEM 3053983b-5552-408c-86a4-b, Tilburg University, School of Economics and Management.
    2. José M. Agudo‐Valiente & Concepción Garcés‐Ayerbe & Manuel Salvador‐Figueras, 2015. "Corporate Social Performance and Stakeholder Dialogue Management," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(1), pages 13-31, January.
    3. Johan Graafland & Corrie Mazereeuw-Van der Duijn Schouten, 2012. "Motives for Corporate Social Responsibility," De Economist, Springer, vol. 160(4), pages 377-396, December.
    4. Josefina Fernández-Guadaño & Jesús H. Sarria-Pedroza, 2018. "Impact of Corporate Social Responsibility on Value Creation from a Stakeholder Perspective," Sustainability, MDPI, vol. 10(6), pages 1-10, June.
    5. Tourky, Marwa & Kitchen, Philip & Shaalan, Ahmed, 2020. "The role of corporate identity in CSR implementation: An integrative framework," Journal of Business Research, Elsevier, vol. 117(C), pages 694-706.
    6. José‐Luis Godos‐Díez & Laura Cabeza‐García & Roberto Fernández‐Gago & Mariano Nieto‐Antolín, 2020. "Does CEO media exposure affect corporate social responsibility?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 825-840, March.
    7. Tarek Abid & Marie‐Aude Abid‐Dupont & Jean‐Louis Moulins, 2020. "What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 925-936, March.
    8. Shao‐Chi Chang & Heng‐Yu Chang, 2015. "Corporate Motivations of Product Recall Strategy: Exploring the Role of Corporate Social Responsibility in Stakeholder Engagement," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(6), pages 393-407, November.
    9. Min-Dong Lee, 2011. "Configuration of External Influences: The Combined Effects of Institutions and Stakeholders on Corporate Social Responsibility Strategies," Journal of Business Ethics, Springer, vol. 102(2), pages 281-298, August.
    10. Jeffrey Cohen & Lori Holder-Webb & Samer Khalil, 2017. "A Further Examination of the Impact of Corporate Social Responsibility and Governance on Investment Decisions," Journal of Business Ethics, Springer, vol. 146(1), pages 203-218, November.
    11. Tomina Saveanu & Daniel Badulescu & Sorana Saveanu & Maria-Madela Abrudan & Alina Badulescu, 2021. "The Role of Owner-Managers in Shaping CSR Activity of Romanian SMEs," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    12. Yue Qi & Xiaolin Li, 2020. "On Imposing ESG Constraints of Portfolio Selection for Sustainable Investment and Comparing the Efficient Frontiers in the Weight Space," SAGE Open, , vol. 10(4), pages 21582440209, December.
    13. John Cantrell & Elias Kyriazis & Gary Noble, 2015. "Developing CSR Giving as a Dynamic Capability for Salient Stakeholder Management," Journal of Business Ethics, Springer, vol. 130(2), pages 403-421, August.
    14. Christian Schwens & Marcus Wagner, 2019. "The role of firm-internal corporate environmental standards for organizational performance," Journal of Business Economics, Springer, vol. 89(7), pages 823-843, September.
    15. Gang Tian & Gabriel Dodzi Pekyi & Haojia Chen & Huaping Sun & Xiaoling Wang, 2021. "Sustainability-Conscious Stakeholders and CSR: Evidence from IJVs of Ghana," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    16. Karaman, Abdullah S. & Orazalin, Nurlan & Uyar, Ali & Shahbaz, Muhammad, 2021. "CSR achievement, reporting, and assurance in the energy sector: Does economic development matter?," Energy Policy, Elsevier, vol. 149(C).
    17. Fanny Bastian & Nicolas Poussing, 2023. "Analyzing the employee/employer relationships in the corporate social responsibility context: An empirical investigation of SMEs," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 2011-2020, July.
    18. Muhammad Akram Naseem & Jun Lin & Ramiz ur Rehman & Muhammad Ishfaq Ahmad & Rizwan Ali, 2019. "Moderating role of financial ratios in corporate social responsibility disclosure and firm value," PLOS ONE, Public Library of Science, vol. 14(4), pages 1-19, April.
    19. Yongqiang Gao & Jian Wu & Taïeb Hafsi, 2017. "The Inverted U‐Shaped Relationship between Corporate Philanthropy and Spending on Research and Development: A Case of Complementarity and Competition Moderated by Firm Size and Visibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(6), pages 465-477, November.
    20. Lin Zhang & Yuehua Xu & Honghui Chen, 2022. "Do Returnee Executives Value Corporate Philanthropy? Evidence from China," Journal of Business Ethics, Springer, vol. 179(2), pages 411-430, August.

    More about this item

    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:wly:corsem:v:26:y:2019:i:4:p:761-769. 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: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)1535-3966 .

    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.