The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery
The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery
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DOI：
10.1108/08876041311330717
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发表时间：
2013-01-01
影响因子：
3.9
通讯作者：
La, Suna
中科院分区：
文献类型：
--
作者：
Choi, Beomjoon;La, Suna
目的-本研究旨在探讨感知企业社会责任（CSR）的重点是道德和法律的问题，相关的结构，如恢复满意度，客户的信任，忠诚度后的服务failure.Design/方法/途径-这种关系进行了实证检验的背景下，服务失败和恢复。研究结果表明，感知企业社会责任对顾客信任和忠诚有显著影响，顾客信任是服务补救的关键中介变量。研究限制/影响-本研究为感知企业社会责任与服务补救满意度、顾客信任、服务补救满意度、服务补救满意度等关系结构之间的关系提供了理论依据。和忠诚度。实际影响-结果表明，管理人员可能需要意识到企业社会责任的一个关键变量，在恢复客户忠诚度。研究结果进一步表明，企业社会责任感对忠诚度有直接和间接的正向影响;感知的企业社会责任对忠诚度有直接影响，但它也有一个间接的影响，忠诚度通过客户trust.Originality/value -在试图加深理解客户的看法，企业社会责任是如何与其他客户相关的结果在服务恢复，本研究提出了一个综合模型，其中包括企业社会责任和其他关键的关系结构后，服务故障和恢复。
Purpose - This study seeks to examine perceived corporate social responsibility (CSR) with a focus on ethical and legal questions, related to the constructs such as recovery satisfaction, customer trust, and loyalty after a service failure.Design/methodology/approach - An empirical test was conducted on this relationship in the context of service failure and recovery. A structural equation model was employed to test the hypotheses.Findings - Results indicate that perceived CSR has a significant impact on customer trust and loyalty and that customer trust serves as a key mediating variable in service recovery.Research limitations/implications - This study provides a theoretical implication for the relationship between perceived CSR and the relationship constructs such as service recovery satisfaction, customer trust, and loyalty.Practical implications - The results suggest that managers may need to be aware of perceived CSR as a key variable in restoring customer loyalty. The results further suggest that perceived CSR has a direct and indirect positive effect on loyalty; perceived CSR has a direct impact on loyalty, but it also has an indirect influence on loyalty through customer trust.Originality/value - In an attempt to deepen the understanding of how customer perceptions of firm CSR are connected with other customer-related outcomes during service recovery, the present research proposes a comprehensive model which encompasses CSR and other key relationship constructs after a service failure and recovery.