How CSR and overall service quality lead to affective commitment: mediating role of company reputation

Abstract

Purpose The paper aims to focus on the relationships among corporate social responsibility (CSR), overall service quality (OSQ), company reputation and affective commitment. It investigates whether service quality or CSR is the primer driver of affective commitment. Also, the mediating role of company reputation was examined. Design/methodology/approach Structural equation modelling analysis provided support for the hypotheses from a sample of 522 retail banking consumers in Turkey. Findings Findings show that both CSR and OSQ influence affective commitment through the mediator role of company reputation. Originality/value This study tests and confirms that corporate reputation plays a mediator role along the paths from CSR and OSQ to affective commitment. Also, this study expands the traditional view of CSR’s and OSQ effect on customers and suggests that CSR and OSQ do affect not only company reputation but also affective commitment.

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

“…The investigation thus answers the calls offered by past studies (e.g., [4,15,17,19]). The attitudinal and behavioral outcomes have also been invited in the past, e.g., [25]. Moreover, the relationship is proved both directly and indirectly (through serial mediation).…”

“…The value of the current study could also be highlighted based on the numerous calls made by recent studies. For instance, Engizek and Yasin [25] highlighted that there is a need to investigate the attitudinal and behavioral customer outcomes of CSR and should be investigated in service sectors. Xie et al [17], while highlighting the antecedents of CCB, commented that there may exist some explanatory mechanisms that could bring a true picture and clarity.…”

Are Consumers International? A Study of CSR, Cross-Border Shopping, Commitment and Purchase Intent among Online Consumers

“…Moreover, a company's good reputation communicates its reliability in all market transactions, resulting in increased commitment and loyalty (Bartikowski, Walsh, & Beatty, 2011). Several CSR studies, including that of Engizek and Yasin (2017), reveal that CSR directly influences the consumers' commitment to the company. For instance, have suggested that social responsibility has a direct effect on consumers' commitment.…”

Consumers' corporate social responsibility and corporate ability associations as predictors of reputation: Developing countries under analysis

“…A consumer's positive perception of service quality could strengthen the overall company's associations, enhancing its image, competitive power, and profitability (Engizek & Yasin, ; Reichheld & Sasser, ; Shemwell, Yavas, & Bilgin, ; Yoon & Suh, ). The signalling theory (Spence, ) provides a rationale for the PSQ representing an aspect of corporate reputation building (Brammer & Pavelin, ; Gatti, Caruana, & Snehota, ).…”

“…Previous studies suggest that PSQ consists of two key aspects: overall service quality (OSQ) and specific service quality (SSQ; Brady, Joseph Cronin, & Brand, ; Engizek & Yasin, ; He & Li, ). Whereas the former refers to a consumer's overall long‐term accumulated perception of the gap between expectations and current service performance, the latter regards the major drivers of SQ—for example, tangibles, reliability, and responsiveness—that constitute the OSQ (Engizek & Yasin, ; He & Li, ). Among the two aspects of PSQ, OSQ has been identified by previous evidence as a closer antecedent of service quality outcomes compared with SSQ (Brady et al, ; He & Li, ; Tam, ).…”