Effects of CSR on the Customers' Loyalty: The Mediating Role of Gratitude, Trust, and Satisfaction

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모뉴슈코 레슈
Issued Date
The present study aims to develop a more refined understanding of the link between corporate social responsibility (CSR) and consumers' loyalty by considering the role of consumer gratitude, trust and satisfaction as a mediator of the CSR-consumers' loyalty link. Toward this end, it proposes and tests a model of corporate social responsibility that specifies hypothesized relationships (1) CSR initiatives as independent variables, (2) consumer gratitude, trust and satisfaction as mediating variables, and (3) consumers' loyalty as the dependent variable. Empirical analysis based on the data collected from 374 South Korean consumers confirms the existence of positive and significant effects of CSR initiatives on consumers' loyalty. Similarly, we observed direct, positive and significant effects of CSR actions on consumer gratitude and satisfaction, as well as an indirect impacts on consumer trust. Hereby, those effects are found to mediate the core relationship hypothesized in this research. The study concludes with the main managerial implications, limitations and possibilities for future research.
Alternative Title
기업의 사회공헌활동이 고객충성도에 미치는 영향: 고마움, 신뢰, 만족의 매개역할
Alternative Author(s)
Moniuszko Leszek
조선대학교 대학원
일반대학원 경영학과
Awarded Date
Table Of Contents
I. Introduction 1

II. Theoretical Background and Hypotheses Development 4
1. Corporate Social Responsibility 4
2. Gratitude 7
3. Trust 9
4. Satisfaction 11
5. Gratitude and Trust 13
6. Satisfaction and Trust 14
7. Commitment 15
8. Gratitude and Commitment 16
9. Trust and Commitment 16
10. Satisfaction and Commitment 17
11. Loyalty 18

III. Research Method 20
1. Data collection 20
2. Measures 20
3. Analysis and Results 23
3.1 Reliability and Validity 23
3.2 Correlation among Constructs 25
3.3 Measurement Model 25
3.4 Structural Model 27

IV. Conclusion and Implications 30

Reference 34

Appendix 44
조선대학교 대학원
모뉴슈코 레슈. (2012). Effects of CSR on the Customers’ Loyalty: The Mediating Role of Gratitude, Trust, and Satisfaction.
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General Graduate School > 3. Theses(Master)
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