دانلود رایگان مقاله مسئولیت اجتماعی شرکتی به عنوان تعیین کننده وفاداری مصرف کننده استاندارد اخلاقی رضایتمندی و اعتماد

abstract

Factors promoting loyalty are of great interest to both academics and practitioners because consumer loyalty is a notable predictor of business success. This study identifies the congruency between consumer values and the goals of corporate social responsibility (CSR) activities and corporate ethical standards as the two main determinants of CSR quality and commitment. It further investigates how consumer perceptions of CSR shaped by these two factors increase loyalty. The results of structural equation modeling analysis (N = 931) reveal that higher ethical standards leads consumers to perceive that the company is committed to its CSR activities. The company's CSR commitment induces greater satisfaction with and trust in the company and its services, which then ultimately encourages consumers to remain loyal.

5. Discussion

This study explores how the ethical standards of a company and the congruency between the consumers' own values and the company's CSR goals contribute to shaping consumer loyalty in the retail industry. From a theoretical perspective, the findings of this study validate the in- fluential role of ethical standards in increasing consumer loyalty. Higher corporate ethical standards are found to lead consumers to believe that the company is committed to its CSR activities. When this belief is established, consumers become more satisfied and experience greater trust; as a result, they remain loyal to the company. Therefore, our findings provide an overall picture of the theoretical process by which the sequential relationship among ethical standards, commitment, trust, satisfaction, and loyalty is shaped.