Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research framework

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 thoro...

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Main Author: Jiddi Fatima Ezzahra
Format: Article
Language:English
Published: EDP Sciences 2021-01-01
Series:SHS Web of Conferences
Online Access:https://www.shs-conferences.org/articles/shsconf/pdf/2021/30/shsconf_qqr2021_03001.pdf
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spelling doaj-4ab16115fcc943d6ae5506c05c8d220e2021-08-26T09:28:17ZengEDP SciencesSHS Web of Conferences2261-24242021-01-011190300110.1051/shsconf/202111903001shsconf_qqr2021_03001Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research frameworkJiddi Fatima EzzahraThis 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.https://www.shs-conferences.org/articles/shsconf/pdf/2021/30/shsconf_qqr2021_03001.pdf
collection DOAJ
language English
format Article
sources DOAJ
author Jiddi Fatima Ezzahra
spellingShingle Jiddi Fatima Ezzahra
Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research framework
SHS Web of Conferences
author_facet Jiddi Fatima Ezzahra
author_sort Jiddi Fatima Ezzahra
title Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research framework
title_short Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research framework
title_full Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research framework
title_fullStr Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research framework
title_full_unstemmed Corporate social responsibility: a roadmap toward customer loyalty – Proposing a research framework
title_sort corporate social responsibility: a roadmap toward customer loyalty – proposing a research framework
publisher EDP Sciences
series SHS Web of Conferences
issn 2261-2424
publishDate 2021-01-01
description 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.
url https://www.shs-conferences.org/articles/shsconf/pdf/2021/30/shsconf_qqr2021_03001.pdf
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