The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust

Abstract

The purpose of this research is to empirically examine relationships between a multi-dimensional set of corporate social responsibility (CSR) initiatives, numerous dimensions of customer trust, and corporate image in an emerging economy. It also analyzes the mediating effect of customer trust on the relationship between CSR and corporate image. This study focuses on two of the most well-known hotel chains situated in Pakistan. Close-ended, self-administered questionnaires were circulated amongst a total of 300 hotel customers. The research data was analyzed using a partial least square-structural equation modeling (PLS-SEM) model. The results revealed that economic, legal, and ethical CSR significantly impacted corporate image, while philanthropic CSR did not affect the corporate image. However, economic, legal, and philanthropic CSRs were found to be in a significant relationship with customer trust, while ethical CSR was not in a significant relationship with customer trust. Finally, customer trust fully mediated the relationship between economic and legal CSR with corporate image, whereas it partially mediated the relationship between ethical and philanthropic CSR. This study is unique from earlier CSR research based on an assessment of the connection between CSR dimensions and corporate image to examine customers’ trust in an emerging economy, especially in times of crisis.

Evaluating the couriers’ experiences of logistics platform: The extension of expectation confirmation model and technology acceptance model

“…If the p -value is less than 0.05 or the t -value is more than 1.96, the suggested hypotheses are supported. Additionally, to analyze the predictive capability of the research framework, R-square analysis was employed by this research ( Chen et al, 2021 ; Khan et al, 2021 ; Xu et al, 2021 ). Subsequently, according to the recommendation by researchers R-square is considered to be strong, moderate, or weak, if the value is around 0.67, 0.33, and 0.19 respectively ( Chin, 1998 ).…”

Contexto de la Pandemia COVID-19 y la Nueva Realidad Empresarial

“…Asimismo, con el fin de afrontar los impactos desfavorables de los grupos de interés, la pandemia generó la necesidad de aplicar nuevas estrategias relacionadas a la Responsabilidad Social Empresarial (RSE). Además, este tipo de responsabilidad describe cómo una empresa dirige su industria y se hace responsable de su impacto social en sus stakeholders (Chen et al, 2021). Cabe mencionar que son pocas las empresas que se centran en las relaciones de administración entre corporaciones, clientes y comunidades durante la pandemia de la COVID-19 (Mahmud et al, 2021).…”

Risk management of digital transformation under pandemic

“…The prospect of further research is to focus on the problems of sustainable business development in the war and on the results of the implementation of social responsibility of business in the postwar period. [4], О. Семюел [4], К. Крафт [4], А. Хан [5], Х. Сілі [6] та інші. Дослідженню основних аспектів стратегічного управління підприємством в умовах кризи приділили увагу такі вчені, як Н. Курланд [7], М. Баукус [7], Е. Стеклер [7], Дж.…”

“…Ці рішення можуть допомогти обмежити поширення вірусу та зменшити кількість захворювань, смертей та економічних наслідків. Окрім цього, війна, яку розпочала росія проти Україна, суттєво зменшила кількість підприємств та їх можливості, зокрема в напрямку розвитку соціальної відповідальності [5].…”