The Effect of CSR on Restaurants’ Brand Image and Customers’ Brand Attitudes as Evidenced by Their Purchase Intentions

Omidvar, Mohammadsadegh; Deen, Anisah

doi:10.58683/sp.576

Cited by 2 publications

(1 citation statement)

References 93 publications

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“…Based on its importance, a considerable number of businesses within the hospitality sector, especially eateries, are now actively engaged in CSR initiatives and activities Lee et al, 2020;Park, 2019). This results in a company's brand and image being enhanced by its focus on social issues and participation in CSR initiatives (Omidvar & Deen, 2023). A company's reputation may suffer if it disregards social issues and doesn't engage in CSR initiatives and research demonstrates that CSR has a substantial impact on customers' perceptions of a company and its image, confirming the correlation between CSR and CI (Chen et al, 2021;Plewa et al, 2015).…”

Section: Introductionmentioning

confidence: 99%

Can restaurants achieve customer retention through CSR?

Omidvar,

Deen

2024

JASTH

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The objective of this study is to establish a comprehensive framework that combines the four dimensions of Corporate Social Responsibility (CSR) (Economic, Legal, Ethical, and Philanthropic Responsibility) with Environmental Responsibility. Additionally, the study seeks to assess the role of Corporate Image (CI) in mediating the impact of aspects of CSR on Customer Retention with the use of structural equation modeling (SEM) to test the hypothesized conceptual framework. A total of 217 questionnaires were successfully gathered through an online platform from customers who patronized restaurants in the city of Tehran. The findings indicate that the legal, ethical, philanthropic, and environmental components have a favorable and considerable impact on CI. Moreover, the impact of the five dimensions of CSR on customer retention is mediated by the perception of the CI. This study provides a valuable contribution by expanding upon Carroll's dimensions that included environmental responsibility, and demonstrating that the inclusion of this factor can also enhance company image. Going forward managers may acquire the knowledge that enhances their environmental responsibilities can concurrently contribute to the enhancement of CI and positively impact customer retention.

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Section: Introductionmentioning

confidence: 99%

Can restaurants achieve customer retention through CSR?

Omidvar,

Deen

2024

JASTH

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Investigating the impact of restaurants’ CSR activities on customer satisfaction: a focus on CSR dimensions

Omidvar,

Palazzo

2024

TQM

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PurposeThis study explores how the various aspects of corporate social responsibility (CSR) impact customer satisfaction (CS) within the restaurant sector. Furthermore, it seeks to reveal if there is a moderating role played by gender in the relationship between CSR dimensions and CS in the realm of restaurant services.Design/methodology/approachThe findings of this research were obtained by analysing 352 questionnaires collected from Iranian restaurants. Structural equation modelling was used to test the conceptual model.FindingsAccording to this research, responsibility (economic, legal, ethical and environmental) is related to CS. Additionally, this study delves into the specific influence of each facet of CSR on CS, a departure from prior research which treated CSR as a singular entity. Consequently, the findings of this study offer clarity on which dimension of CSR can impact CS. Prior studies examining the correlation between CSR and CS typically encompassed various CSR aspects, including economic, legal, ethical and philanthropic dimensions, with the environmental dimension often subsumed under ethical CSR. This research, however, recognises environmental CSR as the fifth distinct dimension. The results of this research show that CS is directly and significantly influenced by all aspects of CSR (except philanthropy). Also, the findings of this research show that gender does not make a difference on the impact of different dimensions of CSR on CS.Practical implicationsThe findings of this study provide restaurant managers with a deeper understanding of CSR and how it can influence CS. The research demonstrates that environmental CSR had the strongest impact on Iranian CS among the five CSR dimensions investigated. The findings also support the notion that Iranian consumers are beginning to use CSR information to evaluate restaurants.Originality/valueThis research represents an early exploration of how individual facets of CSR affect CS. As part of this investigation, Carroll’s initial model was modified to include a novel element, environmental responsibility, to address environmental concerns' growing importance. This study contributes to the literature by demonstrating that CSR activities are not all equally effective.

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The Effect of CSR on Restaurants’ Brand Image and Customers’ Brand Attitudes as Evidenced by Their Purchase Intentions

Cited by 2 publications

References 93 publications

Can restaurants achieve customer retention through CSR?

Can restaurants achieve customer retention through CSR?

Investigating the impact of restaurants’ CSR activities on customer satisfaction: a focus on CSR dimensions

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