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Influence of Corporate Social Responsibility on Loyalty and Valuation of Services

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Abstract

The study of corporate social responsibility has been the object of much research in recent decades, although there is a need to continue investigating its benefits as a marketing tool. In the current work we adopt a multi-dimensional perspective of social responsibility, and we carry out market research to determine the perceptions of users of mobile telephone services about economic, legal, ethical and social aspects of their operating companies. With these data we determine the structure and components of the concept of social responsibility. Subsequently, this is related with the overall evaluation of the service and loyalty by means of a model of structural equations, in order to determine the influence of corporate social responsibility on these concepts, and hence its benefits as a commercial tool.

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Authors and Affiliations

  1. Departamento de Administración de Empresas, Facultad de CC. Económicas y Empresariales, Universidad de Cantabria, Avenida de los Castros, 39005, Santander, Spain

    Ma del Mar García de los Salmones, Angel Herrero Crespo & Ignacio Rodríguez del Bosque

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  1. Ma del Mar García de los Salmones
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  2. Angel Herrero Crespo
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  3. Ignacio Rodríguez del Bosque
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Correspondence to Ma del Mar García de los Salmones.

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Dr. Ma del Mar García de los Salmones is Professor of Marketing at the University of Cantabria (Spain). Her current research interests include corporate social responsibility, brand image and consumer behaviour. She received her Ph.D. in Business Administration in 2002 with her work “Corporate Image as a Key Variable in Firm Choice: Identity and Positioning of Mobile Phone Business”. Dr. Ángel Herrero is Professor of Marketing at the University of Cantabria (Spain). His current research interests include consumer behaviour, e-commerce and corporate social responsibility. He received his Ph.D. from the University of Cantabria in 2002 for his work on “The Process of Adoption of a New Sales System: An Application to B2C e-commerce”. Dr. Ignacio Rodríguez del Bosque Rodríguez is Professor of Marketing at the University of Cantabria (Spain). His areas of research include business communication, relationship marketing and distribution channels. His works have previously been published in the several international journals, like Journal of Retailing and Consumer Services, Tourism Management and Industrial Marketing Management.

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Salmones, M.d.M.G.d.l., Crespo, A.H. & Bosque, I.R.d. Influence of Corporate Social Responsibility on Loyalty and Valuation of Services. J Bus Ethics 61, 369–385 (2005). https://doi.org/10.1007/s10551-005-5841-2

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