Chapitre 3. Éthique et responsabilité sociale. Que peut-on attendre du marketing ?

Gauzente, Claire; Fenneteau, Hervé

doi:10.3917/dbu.rose.2006.01.0077

Cited by 7 publications

(4 citation statements)

References 40 publications

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“…the customer) believes in the other partner’s (i.e. the company) reliability and integrity (attribution of benevolent motives; Gauzente and Fenneteau, 2006) and anticipates that the second part will perform a particular action beyond any contractual or legal constraints and regardless of the competence of the other part to control or survey it (Bozic, 2017). Moreover, customer perceptions of trust relate to the firm’s sensitivity (i.e.…”

Section: Conceptual Framework: Hypotheses Developmentmentioning

confidence: 99%

Corporate social responsibility toward stakeholders and customer loyalty: investigating the roles of trust and customer identification with the company

Glaveli

2020

SRJ

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Purpose This study aims to uncover the underlying multiple intervening mechanisms between corporate social responsibility (CSR) and customer loyalty. Social identity and social exchange theories offer the ground for prediction that the primary outcomes of CSR initiatives are customer–company (C–C) identification and customer trust, which in turn affect customer loyalty. Also, the differential effect of CSR behaviors toward specific stakeholder groups on customer attitudes and behaviors are examined. Design/methodology/approach Data were collected from 333 customers of telecommunication companies in Greece. Structural equation modeling was used to test the postulated relationships. Findings The findings demonstrate that both C–C identification and customer trust intervene in the relationship between customer perceptions of CSR and customer loyalty; however, the identification mechanism is stronger than the trust mechanism in building customer loyalty while C–C identification seems to drive customer trust. Moreover, out of the three CSR components (customers, employees, and society/environment) that were considered as relevant to customers and were investigated, customer-centric activities were found to be the stronger predictor of both C–C identification and customer trust. Also, CSR toward society/environment was found to positively influence C–C identification. Practical implications The findings of this research can assist practitioners in effectively conceptualizing CSR image from a customers’ point of view and designing their company’s CSR and communication strategies to boost positive customer responses and strong long-term relationships. Originality/value The current study provides further insights into the complex relationship between CSR and customer responses and the impact that different CSR activities may have on customers.

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Section: Conceptual Framework: Hypotheses Developmentmentioning

confidence: 99%

Corporate social responsibility toward stakeholders and customer loyalty: investigating the roles of trust and customer identification with the company

Glaveli

2020

SRJ

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“…When defined in this way, benevolence is based on clearly understood self-interest. By defending its partner's interests, the company preserves a possibility of further cooperation, thus of the benefits associated with ongoing collaboration(Gauzente and Fenneteau, 2006).…”

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confidence: 99%

Impact of Corporate Social Responsibility on Consumer Trust

Swaen

Chumpitaz

2008

Recherche et Applications en Marketing (English Edition)

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This research aims at analyzing the impact of consumers' perceptions of Corporate Social Responsibility (CSR) activities on their trust toward the company and at highlighting the underlying mechanisms and conditions of this impact. This paper is based on a questionnaire survey administered to a sample of 618 consumers about cosmetics and sportswear. Results show that consumers' perceptions of CSR activities have a positive influence on their trust toward the company, directly and indirectly through the influence on perceived quality of the products offered and consumer satisfaction.

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“…Cette bienveillance peut s'interpréter comme résultant de l'intention de préserver les intérêts du partenaire, en lui offrant spontanément des prestations supérieures quand cela s'avère possible, ou en faisant des efforts pour continuer à le servir quand des événements extérieurs entravent les échanges. Ainsi définie, la bienveillance repose sur une logique d'intérêt bien compris : en défendant les intérêts de son partenaire, l'entreprise préserve la possibilité de continuer à coopérer avec lui et les bénéfices qui résulteront de la poursuite de la collaboration(Gauzente et Fenneteau, 2006).…”

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L'impact de la responsabilité sociétale de l'entreprise sur la confiance des consommateurs

Swaen

Chumpitaz

2008

Recherche et Applications en Marketing (French Edition)

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L'objectif principal de cette recherche est d'étudier l'impact des perceptions des consommateurs en matière de responsabilité sociétale de l'entreprise (RSE) sur la confiance qu'ils accordent à l'entreprise, en mettant en lumière les mécanismes sous-jacents et les conditions de cette influence. À cette fin, une étude terrain a été réalisée auprès de 618 consommateurs concernant des marques de produits cosmétiques et de vêtements de sport. Il en ressort que les perceptions des consommateurs en matière de RSE jouent un rôle non négligeable dans la formation de la confiance des consommateurs envers l'entreprise, directement et indirectement via leur impact sur la qualité perçue des produits offerts et la satisfaction des consommateurs.

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Chapitre 3. Éthique et responsabilité sociale. Que peut-on attendre du marketing ?

Cited by 7 publications

References 40 publications

Corporate social responsibility toward stakeholders and customer loyalty: investigating the roles of trust and customer identification with the company

Corporate social responsibility toward stakeholders and customer loyalty: investigating the roles of trust and customer identification with the company

Impact of Corporate Social Responsibility on Consumer Trust

L'impact de la responsabilité sociétale de l'entreprise sur la confiance des consommateurs

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