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مشخصات این مقاله :
عنوان مقاله :
Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation
ترجمه فارسی عنوان :
آیا خرده فروشی CSR نشانی از افزایش وفاداری به دنبال دارد؟ موردی برای بخش بندی سود را شرح می دهد.
سال انتشار : 2014
متعلق به مجله یا ژورنال : نشریه بین المللی تحقیقات بازاریابی Intern. J. of Research in Marketing
تعداد صفحات: 12
شماره پروژه: 5062
کلمات کلیدی :
Corporate social responsibility (CSR), Dimensions of CSR ,Retail store patronage ,Attitude towards store, Loyalty, Share of wallet
مسئولیت اجتماعی شرکت ها (CSR) ، ابعاد CSR، حمایت از فروشگاه های خرده فروشی، نگرش نسبت به فروشگاه، وفاداری، سهم کیف پول
We study the effects of consumer perceptions of four types of corporate social responsibility (CSR) activities on their behavioral loyalty toward retailers. The four activities are environmental friendliness, community support, selling locally produced products, and treating employees fairly. Behavioral loyalty is measured by share-ofwallet (SOW).Wecontrol for other retailer attributes that drive attitudes and SOW, and examine howthemarket is segmented in terms of consumer response. We partition the total effect of CSR on SOWinto a direct effect and an indirect effect mediated through attitude towards the store. These effects differ by CSR activity and customer segment. The effects on attitude are positive and positive attitude enhances SOW, so the indirect effects on SOW are positive. While we generally find positive total effects, the total effect of one of the CSR activities, environmental friendliness, is significantly negative for one group of consumers. The magnitude of CSR’s total impact on SOW is not only statistically significant but also managerially meaningful in an industry where every share point carries a substantial dollar amount. We characterize the customer segments and conclude with implications for how best a retailer can manage its CSR initiatives.
مقدمه این مقاله :
Corporate social responsibility (CSR) refers to a firm’s moral, ethical and social obligations beyond its own economic interests (Brown & Dacin, 1997; McWilliams & Siegel, 2001). As CSR gains strategic importance in the eyes of senior management, companies are engaging in a wide range of CSR programs including environmental sustainability,community support, cause-relatedmarketing, and employee enablement.They are investing significantly in publicizing their CSR initiatives in the hope of strengthening relationships with employees, customers,investors, and the broader community. But, as noted by Luo and Bhattacharya (2009) and others, CSR programs compete for resources that can alternatively be channeled to other areas such as innovation or service improvement. Not surprisingly, both academics and practitioners want to determine the returns to CSR investments. The purpose of this paper is to investigate CSR returns by examining the impact on behavioral loyalty, focusing on the retail grocery industry.Prior research has assessed returns to CSR efforts by examining financial performance. Despite a large body of empirical research, the jury is still out regarding this question. Most studies use the Kinder,Lydenburg, Domini (KLD) index of corporate social performance to quantify CSR efforts. The majority of these studies showa positive effect and recent work suggests that CSR reduces firm-specific risk (Luo & Bhattacharya, 2009). But some researchers report a substantial number of insignificant and even negative effects, and methodological and theoretical criticisms of the studies abound (see Margolis & Walsh, 2003 and Orlitzky, Schmidt, & Rynes, 2003 for reviews). These mixed results are attributable in part to the fact that CSR has multiple dimensions whose impact varies across industries, stakeholder groups, and individuals within a stakeholder group (Berman, Wicks, Kotha, & Jones, 1999; Hillman & Keim, 2001; Sen & Bhattacharya, 2001). Godfrey and Hatch (2007) and Raghubir, Roberts, Lemon, and Winer (2010) note that there is a need to conduct industry-specific studies and to distinguish between different dimensions of CSR.One of the firm’s most relevant stakeholders is its customers. Social identity theory and consumer–company identification research suggest that consumers should embrace themore positive and distinctive identity of a company that engages in CSR (e.g., Bhattacharya & Sen, 2003; Sen & Bhattacharya, 2001). Thus, customers should reward such companies with greater loyalty, ultimately enhancing the firm’s financial value. But,research on how customers respond to CSR efforts is more limited. Consumer polls paint a rosy picture for CSR initiatives, but they suffer from social desirability bias and other validity concerns (see Auger, Burke, Devinney, & Louviere, 2003 and Cotte & Trudel, 2009 for critiques of these polls). Academic work shows that, by and large, consumers exhibit more favorable attitudes towards socially responsible companies (e.g., Du, Bhattacharya, & Sen, 2007; Klein & Dawar, 2004; Lichtenstein, Drumwright, & Braig, 2004; Luo & Bhattacharya, 2006) but there is considerable heterogeneity in response (e.g., Barone, Miyazaki, & Taylor, 2000; Bhattacharya & Sen, 2004; Brown & Dacin, 1997; Sen & Bhattacharya, 2001).
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توضیحات بیشتر در مورد پروژه :
در این مقاله خواهید خواند که برداشت مصرف کننده از چهار نوع از مسئولیت اجتماعی شرکت ها در وفاداری آنان نسبت به خرده فروشان چه تاثیری دارد. از نتایج بخش های مشتری مشخص شده است که چگونه خرده فروشان می توانند ابتکارات CSR را به بهترین نحو مدیریت کنند.