Revistes Catalanes amb Accés Obert (RACO)

The Relationship of Corporate Social Responsibility, Consumer Value, Satisfaction and Loyalty: an Empirical Study

David Servera-Francés, María Fuentes-Blasco

Resum


The present paper aims to confirm the influence of CSR policies on Perceived Value for the consumers, and the influence of this value on satisfaction and loyalty. To achieve this purpose, a causal model which establishes the relationship between those variables has been developed and empirically tested. In order to verify the proposed hypothesis a structured survey was developed. The survey was given to a sample of 708 customers of modern distribution retail stores (supermarkets and hypermarkets) in Spain. All hypotheses are supported. Thus confirming that the consumer perception on CSR policies carried out by the retailer influence on customer perceived value. As this variable affect satisfaction and loyalty. These results also confirm the indirect influence of CSR on customer satisfaction, through the perceived value. In addition, we analyzed the results based on the degree of involvement of the consumers with social responsibility. The study demonstrated that more involved socially consumers have significantly higher average scores than consumers with low social involvement on all the variables analyzed.

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