Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation

The impact of corporate social responsibility on customer attitudes and retention—the moderating role of brand success indicators

“…In line with previous literature (e.g., Ailawadi et al 2014;Lichtenstein et al 2004), we expect perceived CSR to affect customer attitudes, with the effect on retention being largely mediated by customer attitudes. Building on this assumption, we mainly elaborate on the second research question in our discussion of theory and conceptual development.…”

“…A downside of current literature investigating consumers' response to CSR initiatives is its focus on consumers' attitudes and intentions rather than behavioral measures. A notable exception finds predominantly positive effects of perceived CSR on selfreported consumer share-of-wallet, except for activities related to environmental friendliness (Ailawadi et al 2014). To the best of our knowledge, no studies so far have investigated the impact of CSR efforts on actual customer retention, although customer retention is a very important outcome variable for firms (e.g., Katsikeas et al 2016).…”

“…While an extensive literature stream examining the effects of CSR on financial performance has predominantly found small positive returns to CSR efforts (for an overview over these studies, see Margolis et al 2007;Orlitzky et al 2003), research on consumers' responses to CSR efforts is more limited (Ailawadi et al 2014). A downside of current literature investigating consumers' response to CSR initiatives is its focus on consumers' attitudes and intentions rather than behavioral measures.…”

Does Customer Loyalty Depend on Corporate Social Responsibility?

“…Numerous studies have confirmed the influence of perceptions about CSR dimensions on customers' loyalty (Ailawadi et al, 2014;Chung et al, 2015;García de los Salmones et al, 2005;He & Li, 2011;Marin et al, 2009;Perez et al, 2012;Srbljinović, 2012).…”

“…Customers have more trust, purchase more, and prefer to recommend socially responsible companies (Vlachos, Tsamakos, Vrechopoulos, & Avramidis, 2009). Numerous studies have shown a positive relationship between perceptions of CSR and customer loyalty (Ailawadi, Neslin, Luan, & Taylor, 2014;Chung et al, 2015;García de los Salmones et al, 2005;He & Li, 2011;Lee et al, 2012;Marin et al, 2009;Perez et al, 2012;Srbljinović, 2012). Customers appreciate companies' participation in humanitarian events, programs devoted to energy conservation, sponsorship of local events, etc.…”