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The impact of corporate social responsibility on customer loyalty in hypermarkets: A new socially responsible strategy

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  • Pedro Cuesta‐Valiño
  • Pablo Gutiérrez Rodríguez
  • Estela Núñez‐Barriopedro

Abstract

The purpose of this paper is to contribute to knowledge on the impact of corporate social responsibility (CSR) activities on retailers' performance (hypermarkets). An analysis using a comprehensive conceptualization of CSR reveals that CSR has positive implications for hypermarkets' performance and illustrates which CSR dimensions are the most important to focus on. For this purpose, this study enhances its empirical validity by collecting data from 667 respondents in Spain and testing the hypothesis applying partial least squares structural equation modeling. The study finds that CSR is positively influencing customer loyalty, and customer satisfaction, image, and quality also intervened in their relationships. In particular, a new finding of the study highlights the importance of the mediating role played by image and quality in enhancing the effect of CSR on satisfaction. The research findings provide useful insights into how hypermarkets should develop a CSR strategy that would enhance customer loyalty.

Suggested Citation

  • Pedro Cuesta‐Valiño & Pablo Gutiérrez Rodríguez & Estela Núñez‐Barriopedro, 2019. "The impact of corporate social responsibility on customer loyalty in hypermarkets: A new socially responsible strategy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 761-769, July.
    • Handle: RePEc:wly:corsem:v:26:y:2019:i:4:p:761-769
    DOI: 10.1002/csr.1718
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    1. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & García-Henche, Blanca, 2022. "Word of mouth and digitalization in small retailers: Tradition, authenticity, and change," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    2. Mengmeng Guo & Naveed Ahmad & Mohammad Adnan & Miklas Scholz & Khalil-ur-Rehman & Rana Tahir Naveed, 2021. "The Relationship of CSR and Employee Creativity in the Hotel Sector: The Mediating Role of Job Autonomy," Sustainability, MDPI, vol. 13(18), pages 1-18, September.
    3. 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.
    4. Won‐Moo Hur & Tae‐Won Moon & Hanna Kim, 2020. "When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1878-1891, July.
    5. Qiaowen Zhang & Annalien de Vries, 2022. "Seeking Moral Legitimacy through Corporate Social Responsibility: Evidence from Chinese Manufacturing Multinationals," Sustainability, MDPI, vol. 14(9), pages 1-21, April.
    6. Floritzel Moreno & Jiyun Kang, 2020. "How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2477-2490, November.
    7. Tian Zeng & Anne‐Françoise Audrain‐Pontevia & Fabien Durif, 2021. "Does corporate social responsibility affect consumer boycotts? A cost–benefit approach," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 796-807, March.
    8. Li‐Fei Chen & Donna Larissa Khuangga, 2021. "Configurational paths of employee reactions to corporate social responsibility: An organizational justice perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(1), pages 389-403, January.
    9. Sojin Jung & Stacy H. Lee, 2022. "The buffering effect of continuous corporate social responsibilities engagement on negative consumer responses toward brand crises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1636-1646, September.
    10. 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.
    11. Appel Mahmud & Donghong Ding & Md. Morshadul Hasan, 2021. "Corporate Social Responsibility: Business Responses to Coronavirus (COVID-19) Pandemic," SAGE Open, , vol. 11(1), pages 21582440209, January.
    12. Patrick Elf & Amy Isham & Birgitta Gatersleben, 2021. "Above and beyond? How businesses can drive sustainable development by promoting lasting pro‐environmental behaviour change: An examination of the IKEA Live Lagom project," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1037-1050, February.
    13. Marcela Rocha Haase Uhlig & Emerson Wagner Mainardes & Valcemiro Nossa, 2020. "Corporate social responsibility and consumer's relationship intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 313-324, January.
    14. Ovidiu-Ioan Moisescu & Oana-Adriana Gică, 2020. "The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y," IJERPH, MDPI, vol. 17(18), pages 1-21, September.
    15. Hafiz Yasir Ali & Muhammad Asrar‐ul‐Haq & Shaheera Amin & Sadaf Noor & Muhammad Haris‐ul‐Mahasbi & Muhammad Kashif Aslam, 2020. "Corporate social responsibility and employee performance: The mediating role of employee engagement in the manufacturing sector of Pakistan," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2908-2919, November.
    16. Yiming Zhuang & Younggeun Lee & Xinyue Chang & Renee B. Kim, 2020. "Entrepreneurial orientation and corporate social responsibility performance: An empirical study of state‐controlled and privately controlled firms in China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 383-392, January.
    17. Francesca Dal Mas & William Tucker & Maurizio Massaro & Carlo Bagnoli, 2022. "Corporate social responsibility in the retail business: A case study," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 223-232, January.
    18. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    19. Seong Ho Lee, 2021. "Effects of Retailers’ Corporate Social Responsibility on Retailer Equity and Consumer Usage Intention," Sustainability, MDPI, vol. 13(6), pages 1-9, March.

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