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The impact of corporate social responsibility on customer loyalty: A case for two global corporations in China
Author(s) -
Lu Xiaoming,
Liu Hoi Wan,
Rahman Mizan
Publication year - 2017
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.2126
Subject(s) - corporate social responsibility , loyalty business model , business , china , context (archaeology) , marketing , loyalty , business administration , service quality , public relations , political science , service (business) , paleontology , law , biology
Corporate social responsibility (CSR) initiatives have differential impact on developing customer loyalty in the context of two leading international sportswear companies operating in China. Academic interest in CSR in China has grown over the years. The findings suggest a relatively strong impact of CSR dimensions (e.g., workplace, marketplace, and environment support) and other related attributes (e.g., price, product quality, and uniqueness) on developing customer loyalty in China. There are regional differences in China in relation to customers’ CSR perceptions and the likelihood of being influenced by a company’s CSR initiatives.