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How does corporate social responsibility create customer loyalty? The role of corporate image

Author

Listed:
  • Mert Gürlek
  • Ertugrul Düzgün
  • Selma Meydan Uygur

Abstract

Purpose - This paper aims to investigate whether corporate image has a mediating effect on the influence of corporate social responsibility (CSR) on customer loyalty in independent hotels. Design/methodology/approach - Data were collected from customers of five-star hotels located in Istanbul in Turkey. The theoretical model was tested with 404 usable data. The results were analyzed by using structural equation modeling (SEM). Findings - Findings show that CSR creates customer loyalty partially through corporate image in the independent hotels. In addition, it was found that the hotels included in the study carried out moderate level of CSR activities. Research limitations/implications - The research model was tested in independent five-star hotels. Further studies could be carried out using different independent hospitality companies. In addition, the research was conducted on a limited sample, as hotel managers were not willing to allow direct contact with customers. Further studies could be carried out on larger samples. Practical implications - This study recommends that independent hotels carry out more CSR activities on social and environmental issues. In addition, direct effect of CSR on customer loyalty is lower than its indirect effect via corporate image. Therefore, if companies desire to create customer loyalty through CSR, they should introduce their CSR activities to customers via communication tools (website, media etc.) Originality/value - This study examines CSR in terms of sustainable development in the independent hotels. Furthermore, it explains relationships between CSR and corporate image and customer loyalty through the principle of generalized reciprocity specified in the theory of social change.

Suggested Citation

  • Mert Gürlek & Ertugrul Düzgün & Selma Meydan Uygur, 2017. "How does corporate social responsibility create customer loyalty? The role of corporate image," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 13(3), pages 409-427, August.
    • Handle: RePEc:eme:srjpps:srj-10-2016-0177
    DOI: 10.1108/SRJ-10-2016-0177
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    Citations

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    Cited by:

    1. Purwanto Edi & Deviny July & Mutahar Ahmed M., 2020. "The Mediating Role of Trust in the Relationship Between Corporate Image, Security, Word of Mouth and Loyalty in M-Banking Using among the Millennial Generation in Indonesia," Management & Marketing, Sciendo, vol. 15(2), pages 255-274, June.
    2. Lovemore Chikazhe & Blessing Chigunha & Martin Dandira & Tendai Silvaziso Mandere & King Christopher Muchenje, 2020. "Corporate Social Responsibility as a Mediator of the Effect of Brand Awareness and Corporate Reputation on Customer Loyalty," Business Management and Strategy, Macrothink Institute, vol. 11(1), pages 243-261, June.
    3. Waris Ali & Yu Danni & Badar Latif & Rehana Kouser & Saleh Baqader, 2021. "Corporate Social Responsibility and Customer Loyalty in Food Chains—Mediating Role of Customer Satisfaction and Corporate Reputation," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    4. Seojin Stacey Lee & Yaeri Kim & Taewoo Roh, 2019. "Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience," Sustainability, MDPI, vol. 11(17), pages 1-21, August.
    5. Marc Oliveras-Villanueva & Josep Llach & Jordi Perramon, 2020. "Service Quality in Hospitality and the Sustainability Effect: Systematic Literature Review and Future Research Agenda," Sustainability, MDPI, vol. 12(19), pages 1-16, October.
    6. Mirza Mohammad Didarul Alam & Nor Azila Mohd Noor, 2020. "The Relationship Between Service Quality, Corporate Image, and Customer Loyalty of Generation Y: An Application of S-O-R Paradigm in the Context of Superstores in Bangladesh," SAGE Open, , vol. 10(2), pages 21582440209, May.
    7. Isabel Marques & João Leitão & Alba Carvalho & Dina Pereira, 2021. "Public Administration and Values Oriented to Sustainability: A Systematic Approach to the Literature," Sustainability, MDPI, vol. 13(5), pages 1-27, February.
    8. Naveed Ahmad & Asif Mahmood & Antonio Ariza-Montes & Heesup Han & Felipe Hernández-Perlines & Luis Araya-Castillo & Miklas Scholz, 2021. "Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    9. Nicolae Nae & Simona Catalina ?tefan & Catalina Florentina Albu, 2020. "Corporate Social Responsibility'S Pathways Towards Customer Loyalty In Romanian Retail: A Pls-Sem Mediation Analysis," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(3), pages 99-118, September.
    10. Rania B. Mostafa & Leila Hamieh, 2022. "How CSR Activities Affect Student Attitudinal and Behavioral Loyalty in the Lebanese Educational Sector?," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-17, January.
    11. Huidong Sun & Mustafa Raza Rabbani & Naveed Ahmad & Muhammad Safdar Sial & Guping Cheng & Malik Zia-Ud-Din & Qinghua Fu, 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    12. José Manuel Mariño-Romero & José Manuel Hernández-Mogollón & Ana María Campón-Cerro & José Antonio Folgado-Fernández, 2020. "Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables," Sustainability, MDPI, vol. 12(7), pages 1-15, April.
    13. Daniel Nadales Rodríguez & Guillermo Bermúdez-González & Ismael Pablo Soler-García, 2022. "Influence of the Corporate Image of Nursing Homes on the Loyalty of Residents’ Family Members," IJERPH, MDPI, vol. 19(15), pages 1-15, July.
    14. T. Praveen Kumar & Santosh Basavaraj & K. Soundarapandiyan, 2024. "Can co‐creating in CSR initiatives influence loyal customers? Evidence from the banking industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 180-195, January.
    15. Mert Gürlek & Muharrem Tuna, 2018. "Reinforcing competitive advantage through green organizational culture and green innovation," The Service Industries Journal, Taylor & Francis Journals, vol. 38(7-8), pages 467-491, June.
    16. Bastič Majda & Mulej Matjaž & Zore Mira, 2020. "CSR and Financial Performance – Linked by Innovative Activities," Naše gospodarstvo/Our economy, Sciendo, vol. 66(2), pages 1-14, June.
    17. W. Puwirat & S. Tripopsakul, 2019. "The Impact of Digital Social Responsibility on Customer Trust and Brand Equity: An Evidence from Social Commerce in Thailand," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 181-198.
    18. SangRyeong Lee & Jin-Woo Park & Sukhoon Chung, 2022. "The Effects of Corporate Social Responsibility on Corporate Reputation: The Case of Incheon International Airport," Sustainability, MDPI, vol. 14(17), pages 1-19, September.
    19. Muflih, Muhammad, 2021. "The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    20. Mengran Li & Ahmed Rabeeu, 2024. "How Corporate Social Responsibility Motivation Drives Customer Extra-Role Behavior and Green Purchase Intentions: The Role of Ethical Corporate Identity," Sustainability, MDPI, vol. 16(13), pages 1-34, June.
    21. María Dolores Aledo‐Ruiz & Eva Martínez‐Caro & José Manuel Santos‐Jaén, 2022. "The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 578-592, May.
    22. Hee-Kyung Koh & Regina Burnasheva & Yong Gu Suh, 2022. "Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    23. Syed Shujaat Ali Shah & Zia Khan, 2021. "Creating advocates: understanding the roles of CSR and firm innovativeness," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(2), pages 95-106, June.

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