The impact of corporate social responsibility, service quality and customer- company identification on customers

Abstract

Despite the importance of corporate social responsibility (hereafter CSR) as an important construct in academia and a pressing item on corporate agenda, some contradictory results suggesting that CSR is far away from being the most dominant criteria in purchase behavior call for further research on the topic. Research supporting this view suggests that traditional criteria such as price, quality and brand familiarity are still the most important choice criteria. Acknowledging the significant role that quality can play in the context of services, this study incorporates these two separate views and considers the effect that both CSR and service quality have on customer-related outcomes such as customer- company identification, customer satisfaction and customer loyalty. The study also investigates the mediating role of customer- company identification, pointing to the fact that improving customers' psychological attachment to a company can serve as a strategic tool for enhancing the effect that CSR and service quality have on customer satisfaction and customer loyalty. To test the hypothesized relationships, an online questionnaire is conducted to a sample of 242 bank customers.