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

Author

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  • Chih-Cheng Chen

    (Department of Marketing and Distribution Management, College of Management, National Kaohsiung University of Science and Technology, Kaohsiung 824005, Taiwan)

  • Asif Khan

    (Department of Marketing and Distribution Management, College of Management, National Kaohsiung University of Science and Technology, Kaohsiung 824005, Taiwan)

  • Tanaporn Hongsuchon

    (Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand)

  • Athapol Ruangkanjanases

    (Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand)

  • Yen-Tzu Chen

    (Department of Information and Learning Technology, National University of Tainan, Tainan 70005, Taiwan)

  • Ornlatcha Sivarak

    (Mahidol University International College, Mahidol University, Nakhon Pathom 73170, Thailand)

  • Shih-Chih Chen

    (Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 824005, Taiwan)

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.

Suggested Citation

  • Chih-Cheng Chen & Asif Khan & Tanaporn Hongsuchon & Athapol Ruangkanjanases & Yen-Tzu Chen & Ornlatcha Sivarak & Shih-Chih Chen, 2021. "The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust," IJERPH, MDPI, vol. 18(16), pages 1-20, August.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:16:p:8275-:d:608415
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