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What drives “customer loyalty”? The role of corporate social responsibility

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  • Eunil Park
  • Ki Joon Kim

Abstract

Given the importance of customer loyalty in the sustainability and success of the service industry, this study develops a loyalty‐enhancement model that integrates corporate social responsibility, service quality, customer satisfaction, and trust and applies the model to the case of South Korean mobile telecommunication service companies in order to explicate the process through which these factors contribute to increasing the sense of loyalty among service subscribers. Results of a structural equation modeling analysis (N = 910) revealed that corporate social responsibility and service quality led customers to experience greater satisfaction with and trust in the service, which in turn encouraged customers to be more loyal to their current service providers. Implications of the notable findings and limitations are discussed.

Suggested Citation

  • Eunil Park & Ki Joon Kim, 2019. "What drives “customer loyalty”? The role of corporate social responsibility," Sustainable Development, John Wiley & Sons, Ltd., vol. 27(3), pages 304-311, May.
    • Handle: RePEc:wly:sustdv:v:27:y:2019:i:3:p:304-311
    DOI: 10.1002/sd.1901
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    Cited by:

    1. Jesús J. Cambra‐Fierro & J. Alfredo Flores‐Hernández & Lourdes Pérez & Guadalupe Valera‐Blanes, 2020. "CSR and branding in emerging economies: The effect of incomes and education," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2765-2776, November.
    2. Mehnaz & Jiahua Jin & Azhar Hussain & Muhammad Akib Warraich & Abdul Waheed, 2024. "Impact of perceived CSR practices on customers loyalty. The mediating role of reputation and customer satisfaction," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(5), pages 3724-3734, September.

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