유통과학연구 (Journal of Distribution Science)

한국유통과학회 (Korea Distribution Science Association)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Corporate Social Responsibility on Customer Loyalty in Multi-channel Distribution: A Generational Perspective

  • Vu Hiep HOANG (NEU Business School, National Economics University) ;
  • Quoc Dung NGO (Faculty of Planning and Development, National Economics University) ;
  • Anh Kiet MAI (VinSchool The Harmony) ;
  • Huynh Mai LE (Faculty of Planning and Development, National Economics University)
  • 투고 : 2024.11.05
  • 심사 : 2024.12.05
  • 발행 : 2024.12.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose: This study examines the complex relationships between corporate social responsibility (CSR), customer loyalty, and corporate abilities in retail distribution, considering generational differences between Millennials and Generation Z. Research design, data and methodology: Employing a multi-method approach combining PLS-SEM and fsQCA, we analyze data from 388 retail customers in Vietnam across Millennial and Generation Z cohorts. The study utilizes established scales to measure CSR initiatives, customer loyalty, customer satisfaction, and corporate abilities across multiple distribution channels. Results: The findings reveal that CSR positively influences customer satisfaction and loyalty, with an unexpected negative moderating effect of corporate abilities. The fsQCA analysis uncovers distinct configurations leading to high loyalty, including a unique path for Millennials where CSR compensates for lower corporate abilities. Multi-group analysis confirms significant generational differences in CSR perception and loyalty formation. Conclusions: This research contributes to CSR theory by providing a nuanced, configurational perspective on CSR effectiveness in retail distribution and highlighting generational variations in CSR perceptions. The findings offer significant implications for retail strategy, emphasizing the need for tailored CSR approaches that consider the complex interplay between social responsibility, corporate competencies, and generational characteristics in fostering customer loyalty across distribution channels.

키워드

과제정보

This research is funded by National Economics University, Hanoi, Vietnam.

참고문헌

  1. Aguinis, H., & Glavas, A. (2012). What we know and don't know about corporate social responsibility: A review and research agenda. Journal of Management, 38(4), 932-968. https://doi.org/10.1177/0149206311436079
  2. Ahmad, M., Jawaid, A., Arshad, M., & Paracha, S. (2021). Corporate social responsibility and customer loyalty: Exploring the role of satisfaction and corporate image in the banking industry. Market Forces, 16(1), 18-32. https://doi.org/10.51153/mf.v16i1.480
  3. Ajayi, O., & Mmutle, T. (2021). Corporate reputation through strategic communication of corporate social responsibility. Corporate Communications: An International Journal, 26(5), 1-15. https://doi.org/10.1108/ccij-02-2020-0047
  4. Akbari, M., Mehrali, M., Seyyedamiri, N., Rezaei, N., & Pourjam, A. (2019). Corporate social responsibility, customer loyalty and brand positioning. Social Responsibility Journal, 16(5), 671-689. https://doi.org/10.1108/srj-01-2019-0008
  5. Al-Omoush, K. (2022). Drivers of digital corporate social responsibility during unprecedented crises: An institutional perspective. Kybernetes, 53(3), 882-900. https://doi.org/10.1108/k-07-2022-0959
  6. Barile, S., & Polese, F. (2010). Smart service systems and viable service systems: Applying systems theory to service science. Service Science, 2(1-2), 21-40. https://doi.org/10.1287/serv.2.1_2.21
  7. Barnett, M., Henriques, I., & Husted, B. (2020). Beyond good intentions: Designing CSR initiativesfor greater social impact. Journal of Management, 46(6), 937-964. https://doi.org/10.1177/0149206319900539
  8. Berens, G., van Riel, C. B. M., & van Rekom, J. (2007). The CSR-quality trade-off: When can corporate social responsibility and corporate ability compensate each other? Journal of Business Ethics, 74(3), 233-252. https://doi.org/10.1007/s10551-006-9232-0
  9. Bergner, S., Palmer, C., Devaney, M., & Kruse, P. (2022). A framework for antecedents of social entrepreneurial intention: Empirical evidence and research agenda. Frontiers in Psychology, 13(1), 988851. https://doi.org/10.3389/fpsyg.2022.988851
  10. Bucaro, A., Jackson, K., & Lill, J. (2020). The influence of corporate social responsibility measures on investors' judgments when integrated in a financial report versus presented in a separate report. Contemporary Accounting Research, 37(2), 665-695. https://doi.org/10.1111/1911-3846.12542
  11. Chen, X., & Lv, B. (2021). Dual-channel green supply chain decision-making and coordination considering CSR and consumer green preferences. Discrete Dynamics in Nature and Society, 2021, 1-18. https://doi.org/10.1155/2021/5301461
  12. Fares, N., Lloret, J., Kumar, V., Leeuw, S., & Barnes, L. (2023). Optimisation of multi-tier supply chain distribution networks with corporate social responsibility concerns in fast-fashion retail. Corporate Social Responsibility and Environmental Management, 31(1), 311-330. https://doi.org/10.1002/csr.2571
  13. Fatima, T., & Elbanna, S. (2022). Corporate social responsibility (CSR) implementation: A review and a research agenda towards an integrative framework. Journal of Business Ethics, 183(1), 105-121. https://doi.org/10.1007/s10551-022-05047-8
  14. Freeman, R., Harrison, J., Wicks, A., Parmar, B., & Colle, S. (2010). Stakeholder theory: The state of the art. Cambridge University Press. https://doi.org/10.1017/cbo9780511815768
  15. Gong, Y., Liu, P., & Zhang, X. (2019). Corporate social responsibility implementation in retail: A configurational perspective. Journal of Business Ethics, 24(3), 224-241. https://doi.org/10.1111/jfr3.12586
  16. Hanaysha, J. (2018). An examination of the factors affecting consumer's purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7-23. https://doi.org/10.1108/prr-08-2017-0034
  17. Hong, Y. (2024). The effect of corporate social responsibility on workplace safety: The significance of employees' moral identity. Behavioral Sciences, 14(6), 429. https://doi.org/10.3390/bs14060429
  18. Hu, Y., & Liu, Q. (2023). Local digital economy and corporate social responsibility. Sustainability, 15(11), 8487. https://doi.org/10.3390/su15118487
  19. Huang, J., Wang, X., Luo, Y., Yu, L., & Zhang, Z. (2021). Joint green marketing decision-making of green supply chain considering power structure and corporate social responsibility. Entropy, 23(5), 564. https://doi.org/10.3390/e23050564
  20. Huarng, K., & Mas-Verdu, F. (2018). Innovation and service-dominant logic. Service Business, 12(3), 453-456. https://doi.org/10.1007/s11628-018-0369-6
  21. Jin, X. (2023). The impact of digitalization on CSR disclosure: A governance perspective. Journal of Enterprise Information Management, 37(1), 170-200. https://doi.org/10.1108/jeim-04-2023-0177
  22. Kim, B., & Choi, S. (2021). "Does a good company reduce the unhealthy behavior of its members?": The mediating effect of organizational identification and the moderating effect of moral identity. International Journal of Environmental Research and Public Health, 18(13), 6969. https://doi.org/10.3390/ijerph18136969
  23. Kim, M., & Kim, B. (2020). Analysis of the importance of job insecurity, psychological safety and job satisfaction in the CSR-performance link. Sustainability, 12(9), 3514. https://doi.org/10.3390/su12093514
  24. Kim, S., Krishna, A., & Dhanesh, G. (2019). Economics or ethics? Exploring the role of CSR expectations in explaining consumers' perceptions, motivations, and active communication behaviors about corporate misconduct. Public Relations Review, 45(1), 76-87. https://doi.org/10.1016/j.pubrev.2018.10.011
  25. Kim, T., Yang, J., & Yim, M. (2022). The effect of institutional CSR on brand advocacy during COVID-19: The moderated mediation effect of CSR expectancy and value-driven motivation. Journal of Product & Brand Management, 32(1), 37-58. https://doi.org/10.1108/jpbm-12-2020-3268
  26. Latif, K., Perez, A., & Sahibzada, U. (2020). Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study. International Journal of Hospitality Management, 89, 102565. https://doi.org/10.1016/j.ijhm.2020.102565
  27. Li, S. (2024). The impact of CSR on supply chain management in enterprises. Advancesin Economics Management and Political Sciences, 79(1), 310-316. https://doi.org/10.54254/2754-1169/79/20241865
  28. Liu, M., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2019). How CSR influences customer behavioural loyalty in the Chinese hotel industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1-22. https://doi.org/10.1108/apjml-04-2018-0160
  29. Naseem, M., Lin, J., Rehman, R., Ahmad, M., & Ali, R. (2019). Moderating role of financial ratios in corporate social responsibility disclosure and firm value. PLoS One, 14(4), e0215430. https://doi.org/10.1371/journal.pone.0215430
  30. Nguyen, M., & Truong, M. (2016). The effect of culture on enterprise's perception of corporate social responsibility: The case of Vietnam. Procedia CIRP, 40, 680-686. https://doi.org/10.1016/j.procir.2016.01.154
  31. Nora, G., Alberton, A., & Ayala, D. (2022). Stakeholder theory and actor-network theory: The stakeholder engagement in energy transitions. Business Strategy and the Environment, 32(1), 673-685. https://doi.org/10.1002/bse.3168
  32. Osakwe, C., & Yusuf, T. (2020). CSR: A roadmap towards customer loyalty. Total Quality Management & Business Excellence, 32(13-14), 1424-1440. https://doi.org/10.1080/14783363.2020.1730174
  33. Perez-Cornejo, C., & Puente, E. (2022). How corporate social responsibility mediates the relationship between corporate reputation and enterprise risk management: Evidence from Spain. Eurasian Economic Review, 13(2), 363-383. https://doi.org/10.1007/s40821-022-00223-2
  34. Ragin, C. C. (2008). Redesigning social inquiry: Fuzzy sets and beyond. University of Chicago Press.
  35. Raza, A., Saeed, A., Iqbal, M., Saeed, U., Sadiq, I., & Faraz, N. (2020). Linking corporate social responsibility to customer loyalty through co-creation and customer company identification: Exploring sequential mediation mechanism. Sustainability, 12(6), 2525. https://doi.org/10.3390/su12062525
  36. Stoyko, I., Sherstyuk, R., & Dolubovska, O. (2022). Corporate social responsibility in Ukraine during the war and post-war periods. Socio-Economic Problems and the State, 27(2), 93-106. https://doi.org/10.33108/sepd2022.nom2.093
  37. Tang, H. (2023). Employees go green: The roles of perceived CSR and intrinsic motivation. Evidence-Based HRM: A Global Forum for Empirical Scholarship, 12(2), 407-420. https://doi.org/10.1108/ebhrm-11-2022-0287
  38. Vargo, S. L., & Lusch, R. F. (2015). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23. https://doi.org/10.1007/s11747-015-0456-3
  39. Vevere, V., Shina, I., & Ganina, S. (2022). Corporate social responsibility as a factor promoting customer loyalty in the Latvian retail sector. European Integration Studies, 16, 135-149. https://doi.org/10.5755/j01.eis.1.16.31325
  40. Wang, L., Han, J., Ramasamy, B., & Peng, S. (2022). Incongruous employer brand signals and organizational attractiveness: Evidence from multinational companies in China. Human Resource Management, 61(5), 563-584. https://doi.org/10.1002/hrm.22121
  41. Wong, A. (2021). Does corporate social responsibility affect consumers' purchase intention in retailing industry in Hong Kong? Journal of Economics Management and Trade, 27(8), 1-16. https://doi.org/10.9734/jemt/2021/v27i830358
  42. Xiao, C. (2023). Why stakeholder theory is "non-exploitative". Academic Journal of Management and Social Sciences, 2(3), 26-30. https://doi.org/10.54097/ajmss.v2i3.7973
  43. Ye, Q., & Wu, H. (2022). Patient's decision and experience in the multi-channel appointment context: An empirical study. Frontiers in Public Health, 10(1), 923661. https://doi.org/10.3389/fpubh.2022.923661
  44. Yew, L. (2023). The moderating effect of corporate social responsibility on the factors influencing customer-based brand equity in Chinese retail banking sector. International Journal of Membrane Science and Technology, 10(3), 1639-1654. https://doi.org/10.15379/ijmst.v10i3.1764
  45. Zhang, F., & Li, N. (2022). The impact of CSR on the performance of a dual-channel closed-loop supply chain under two carbon regulatory policies. Sustainability, 14(5), 3021. https://doi.org/10.3390/su14053021
  46. Zhao, H., Liu, Y., & Liu, Z. (2022). Coordination of retailer-led closed loop supply chain considering corporate social responsibility. Sustainability, 14(17), 10851. https://doi.org/10.3390/su141710851
  47. Zulu-Chisanga, S. (2019). Does CSR enhance young bank customers' satisfaction and loyalty in a developing economy? The mediating role of trust. Journal of Accounting and Finance in Emerging Economies, 5(2), 325-342. https://doi.org/10.26710/jafee.v5i2.93