SHS Web Conf.
Volume 119, 20213rd International Conference on Quantitative and Qualitative Methods for Social Sciences (QQR’21)
|Number of page(s)||8|
|Section||Entrepreneurial Studies and Management|
|Published online||24 August 2021|
Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research framework
ENCG Casablanca, ISO laboratory, University Hassan II, Casablanca – Morocco
This paper seeks to explore the path that links corporate social responsibility (CSR) to customer loyalty as previous studies have confirmed that no direct link seems to exist between the two variables. Considering the literature gap, this research provides future researchers an opportunity to thoroughly understand the road that ties CSR and customer loyalty, especially in the hospitality industry. The research uses a newly proposed CSR conceptualization, customer loyalty dimensions, customer loyalty antecedents, and the relationship between them. In addition to the mediators, this study considers sociodemographic variables (age, gender, and education) as moderators. The new research framework proposed contributes to advance the existing knowledge of corporate social responsibility (CSR) and customer loyalty.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.