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Relationship between corporate philanthropy and consumer loyalty - the mediating role of gratitude, trust and commitment: South Korean consumer perspectives
Abstract
Corporate philanthropic activities, such as charitable donations, have become common business practice. But while academics have sought to verify the direct relationship between corporate philanthropy (CP) and corporate performance in terms of reputation, there has thus far been relatively little research that aims to identify the underlying reasons as to how CP improves a firm's performance. Therefore, this study tests the relationship between CP and consumer loyalty, which leads in the final analysis to financial success. In addition, this study aims to investigate the mechanisms, which have been largely unexplored, through which CP influences consumer loyalty. To investigate the proposed hypotheses of this study, we recruited subjects in South Korea and tested a structural equation model. The results of our study indicate that CP is significantly related to consumer loyalty, and is mediated by gratitude, trust, and commitment. Specifically, consumers tend to feel gratitude towards firms that divert at least a portion of their resources to CP. In addition, consumers who feel gratitude are prone to show a high level of trust and commitment towards such corporations in order to reciprocate those firms' CP efforts. As these findings suggest, commitment elicited by gratitude and trust leads to consumer loyalty. This research contributes to expanding the scope of CP research by verifying the effectiveness of CP on consumer loyalty.
... The upward trend in corporate philanthropy over the recent decade is widely acknowledged (Gardberg et al., 2017;Park et al., 2016). Reports suggest that corporate philanthropy now averages $21 billion annually. ...
... Negative perceptions, such as self-serving or hypocritical motives, can induce skepticism and distrust, which can lower consumer purchase intention and loyalty (Bianchi et al., 2019;Fan et al., 2022;Forehand & Grier, 2003). Positive perceptions, such as altruistic or sincere motives, can elicit gratitude and trust, which can increase consumer purchase intention and loyalty (Audrain-Pontevia & Garnier, 2021;Chen et al., 2021;Park et al., 2016). Despite the extensive research on perceived corporate philanthropy and customer loyalty, the literature remains inconclusive and contradictory. ...
... Conversely, the research corroborates a robust positive correlation between perceived corporate philanthropy and brand loyalty, reinforcing the notion that consumers exhibit greater loyalty to brands they regard as socially responsible (Bianchi et al., 2019;Park et al., 2016). This finding is consistent with extant literature and emphasizes the strategic significance of corporate philanthropy in cultivating enduring customer relationships. ...
This study investigates the impact of Perceived Corporate Philanthropy (PCP) on consumer attitudes and behaviors, focusing on brand loyalty and satisfaction. The research integrates empathic predispositions as a key factor and employs the Net Promoter Score (NPS) to measure brand loyalty. Using a self-administered survey among Canadian respondents, the results reveal a nuanced pattern of associations, indicating that heightened empathic predispositions may diminish the perception of corporate philanthropy. However, a positive relationship between perceived corporate philanthropy and brand loyalty is confirmed. The findings emphasize the need for a multifaceted approach to corporate philanthropy, considering diverse factors influencing consumer perceptions and behaviors.
... Thus, ECSR actions such as respecting customers' moral rights can generate feelings of gratitude in customers. Subsequently, gratitude felt makes them respond positively with gratitude-based reciprocal action such as customer loyalty (Park & Choi, 2016;Romani, et al., 2013). ...
... Previous studies have implicated the construct of gratitude into CSR and customers' positive outcomes relationship as an underlying mechanism of influence (Romani, et al., 2013;Xie, et al., 2015;Choi & Park, 2016;Xie, et al., 2019). Overall, previous findings have showed positive mediating role of gratitude. ...
... This role posits that when customers feel grateful upon receipt of benefits from companies, they reciprocate by displaying behaviors that support the companies (Romani, et al., 2013). The finding that felt gratitude influenced CL concurs with Simon (2013) and Park and Choi (2016). ...
The purpose of this study was to examine whether customer gratitude mediates the association between ethical corporate social responsibility and customer loyalty. A cross-sectional survey was adopted. A total of 430 individual customers of retail banks located in some selected towns in northeast region of Nigeria were selected using convenience sampling. Structured questionnaires were used to collect. Descriptive statistics and partial least square structural equation modeling were used in data analysis. Finding showed that ethical corporate social responsibility positively and significantly affected customer loyalty. Also, a positive and significant effect of ethical corporate social responsibility on customer gratitude was observed. Furthermore, it was observed that customer gratitude and customer loyalty are positively associated. Also, customer gratitude mediated between ethical corporate social responsibility and customer loyalty. This study concluded that customer gratitude mediated the influence of ethical corporate social responsibility on customer loyalty. The finding of this study will help managers of Nigerian retail banks to develop ethical corporate social practices which strongly create feelings of gratitude among their banks' customers in order to take advantage of customers' gratitude, and eventually cultivate customers' loyalty. [https://creativecommons.org/licenses/by-nc-sa/4.0/] Licensed under a Creative Commons Attribution 4.0
... As mentioned previously, gratitude can be defined as an emotion resultant on positive experience; trust, on the other hand, is an appraisal toward a certain entity based on its perceived honesty, goodness, or competence (Park et al., 2016). Prior research has extensively reviewed the role that trust plays in the sporting event context (e.g. ...
... Given this, to better understand the relationship between trust and gratitude in the sporting event context, we must first determine which construct precedes the other. Park et al. (2016) indicate that, while individuals consider themselves to be rational, they tend to rely more on emotions when making critical decisions. Furthermore, studies have indicated that gratitude induces proportionate feelings of trust toward the giver by the recipient (Palmatier et al. 2009). ...
... Commitment differs from gratitude in that it is a long-standing desire to maintain a relationship out of one's own will (Raggio & Folse, 2009), rather than a state of being related to deep inward appreciation (McCullough et al., 2002). Furthermore, since commitment reflects a sport consumer's voluntary decision to engage in a long-term relationship, it plays a significant role in enhancing positive behavioral intentions (Park et al., 2016). Accordingly, highly-committed residents are more eager to guarantee event success by expending significant effort to boost the event. ...
Research question
The purpose of this study was to examine the effects of residents’ co-created value on their intentions to support a sporting event through the mediating mechanism of gratitude.
Research methods
Data were collected from residents’ participating in a local recurring sporting event (Naha Marathon, n = 198) and an international recurring sporting event (New York Marathon, n = 229).
Results and findings
The findings reveal that gratitude shows a strong positive impact on residents’ event support intentions. Also, the results indicate gratitude is a mediating psychological mechanism that can explain the relationship between co-created value and residents’ event support intentions.
Implications
We provide insights into the important role of gratitude in understanding how co-created value and relationship marketing variables function together to influence residents’ intentions to support recurring sport events. Also, findings of the current study assist in the understanding of resident-event relationships and contribute to the growing understanding of residents’ support for recurring events.
... The global business environment has become very competitive such that businesses' main objective must be to attract and maintain customers (Choi & Park, 2016).Consequently, companies have given considerable attention to philanthropic corporate social responsibility (PCSR) as one essential business strategy to maintain customer loyalty (Kim & Kim, 2016) as it has a profound influence on customers' positive behaviours (Lee, Chang & Lee, 2017;McCain, Lolli, Liu & Jen, 2018). PCSR is a dimension of the realm of corporate social responsibility (CSR) (Carroll, 1991). ...
... PCSR activities are optional, not mandatory (Carroll, 1991). However, societal pressures, customer demand, and the positive effect of PCSR actions on customer loyalty are some of the essential reasons business organisations focus on PCSR practices (Park & Choi, 2016;Castro-González &Vilela, 2016). Moreover, the stakeholder theory of CSR put forward that business managers must meet diverse groups (e.g. ...
... They attach to a business ultimately (Pan, Sheng & Xie 2012). The development of PCSR practices is associated with gratitude (Park & Choi, 2016;Romani, Grappi & Bagozzi, 2013). Gratitude is a positive emotion that occurs when one observes that s/ he has received something of value from another person (McCullough, Kimeldorf & Cohen, 2008). ...
Abstract
Research works investigating the mediation of customer gratitude on the influence of philanthropic corporate social responsibility on customer loyalty in the banking context in Northeast Nigeria are limited. Hence, the paper tested the mediating role of customer gratitude on the relationship between philanthropic corporate social responsibility (PCSR) and customer loyalty in the retail banking industry of Nigeria. Cross-sectional research design was used; data were collected from a sample of 430 individual customers of the Nigerian retail banks, and hypotheses were tested using linear regression and Sobel test. Results revealed a significant positive influence of PCSR on customers’ loyalty, and also partial mediation of customer gratitude on the relations between PCSR and customers’ loyalty was observed. The study concluded that customer gratitude mediated the dynamics between PCSR and customer loyalty among the surveyed retail banks. It is therefore recommended that managers of the Nigerian retail banks should enthrone PCSR activities in their operation in order to generate feelings of gratitude in customers with a view to establishing lasting customer loyalty.
... Besides, customers demonstrate a high level of loyalty to a business that freely engages in charitable endeavours (Park et al., 2016). Evanschitzky et al. (2006) asserted that a customer's free decision to get into a long-term relationship with a business organization significantly increases loyalty. ...
... Moreover, a recent study observed mixed results regarding the impact of philanthropy actions undertaken by firms in the short run (Ding & Jiang, 2021). Likewise, past research has found that putting a considerable amount of money into corporate charitable endeavours reflects the consumers' belief that the company is making conscious efforts to improve consumer welfare, resulting in increased consumer loyalty (Park et al., 2016). Yusof et al. (2015) found that philanthropic CSR activities undertaken by corporates have a significant positive impact on customer loyalty in the context of retail banking industry in Malaysia. ...
India has become one of the world's largest gaming destinations, and in the last few years, the rapid rise of online gaming has led to the domination of fantasy sports gaming platforms. Very little is understood about how users on fantasy sports gaming platforms perceive and approach giving and what essentially matters to users before selecting or engaging with such fantasy sports gaming platforms. This study aims to predict user loyalty and repeat intention to donate towards fantasy sports gaming platforms by examining philanthropic actions, well‐being (WB) and flow experience (FE). A large‐scale research study on 2091 samples was undertaken by adopting three‐fold SEM‐ANN‐NCA (structural equation modeling‐artificial neural network‐necessary condition analysis) for establishing and empirically testing a comprehensive model by integrating philanthropic actions, WB and FE to predict user loyalty and repeat intention to donate towards online fantasy sports gaming platforms. The findings add depth to our understanding of philanthropic actions linked to fantasy sports gaming platforms and users' loyalty and donation intentions towards such platforms. The results of ANN indicated the normalized importance of the predictors of user loyalty and found that philanthropic action was the strongest predictor. Likewise, philanthropic actions, WB, and FE were necessary conditions (must‐have) to determine user loyalty during NCA. The findings would provide invaluable intelligence to fantasy gaming companies to oversee critical philanthropic decisions proficiently. In addition, the results would provide valuable insights to decision‐makers in philanthropic foundations and other entities, such as practitioners and online fantasy gaming companies, to devise effective marketing strategies to gauge user loyalty and shape donation intentions.
... Trust may be defined as a company's availability or willingness to meet the needs of its customers in accordance with their desires (Wardhani & Chen, 2021). Gratitude is defined as a feeling elicited by a positive experience, whereas trust is an evaluation of an entity based on its perceived honesty, goodness, or competency (Park et al., 2016). While individuals regard themselves to be reasonable, Park et al. (2016) demonstrate that they tend to depend more on emotions while making crucial judgments. ...
... Gratitude is defined as a feeling elicited by a positive experience, whereas trust is an evaluation of an entity based on its perceived honesty, goodness, or competency (Park et al., 2016). While individuals regard themselves to be reasonable, Park et al. (2016) demonstrate that they tend to depend more on emotions while making crucial judgments. According to Drążkowski et al., (2017), appreciation increases client trust in a company. ...
Objectives: This study aims to determine the effect of perceived relationship marketing investments, self-image congruency, and customer gratitude on satisfaction, trust, and affective commitment perceived by-product customers who are associated with local brands. Methodology: This study uses a quantitative approach by distributing questionnaires. Hypothesis testing was carried out using SEM (Structural Equation Model) analysis technique on AMOS 24.0 software. The object used is the brand of consumer goods products. This research was conducted by surveying 305 Y and Z generation customers who have used or are currently using the product.Finding: The results of this study indicate that gratitude has a positive and significant effect on trust and affective commitment, and also has a negative and significant effect on overall satisfaction.Conclusion: This research shows that when the customer has felt the relationship marketing investment that a product or organization has made then from then positive feelings and a greater sense of gratitude will arise for the product or organization. Keywords: Affective Commitment; Customer Gratitude; Perceived Relationship Marketing Investment; Satisfaction; Self-Image Congruence; Trust.
... A few studies have explored connections between CSR and customers' emotional experience of gratitude (e.g., J. Park et al., 2016). Park et al. (2016) found that corporate philanthropy positively influenced consumers' gratitude and that gratitude mediated the relationship between corporate philanthropy and consumers' trust and commitment. ...
... A few studies have explored connections between CSR and customers' emotional experience of gratitude (e.g., J. Park et al., 2016). Park et al. (2016) found that corporate philanthropy positively influenced consumers' gratitude and that gratitude mediated the relationship between corporate philanthropy and consumers' trust and commitment. The main argument supporting these findings is that when organizations invest resources in corporate philanthropy, it strengthens consumers' perceptions that the organization is concerned with their welfare, leading to feelings of gratitude. ...
Corporate social responsibility (CSR) policies and activities are aimed at, executed for, and witnessed by individuals, yet CSR literature has long overlooked assessing CSR outcomes at the individual level. Previous CSR research has focused primarily on macro- and institutional-level outcomes. The current paper addresses this issue by analyzing the influence of CSR on a crucial stakeholder for hospitality organizations: their employees. Specifically, gratitude and compassion at work were tested as parallel mediators between employees’ perceptions of CSR and their well-being and organizational citizenship behavior directed toward the organization (OCBO). Drawing from the affect theory of social exchange and moral emotions, this article aims to understand how CSR leads to improving employees’ well-being and OCBO through the underlying emotional mechanisms of gratitude and compassion. Survey data from two independent samples were gathered to test the hypotheses. The findings revealed that employees’ perceptions of CSR activities had a significant positive direct effect on eudaimonic well-being but not on hedonic well-being. Gratitude mediated the relationship between perceived CSR and OCBO as well as hedonic well-being. Compassion mediated the relationship between perceived CSR and hedonic well-being as well as OCBO. Besides theoretical contributions of testing these mechanisms together in a hospitality context and evaluating the influence of CSR efforts on certain dimensions of well-being, this research will be particularly relevant to hospitality managers when formulating CSR strategies and promoting a CSR culture.
... Philanthropy is a trait shared by everyone and a value that most people hold. Studies have found that companies engaging in philanthropic pursuits will enhance customers' positive brand association (Kim et al. 2017), emotional connection (Green and Peloza 2011), and trust and goodwill (Park et al. 2016). Therefore, charitable activities led by gaming brands will increase brand intimacy among gamers. ...
Besides being a robust platform for communication and interaction among gamers, multiplayer online gaming could foster a win–win–win scenario for gamers, gaming companies, and the global society. This study developed a comprehensive model that meticulously delineates players’ behaviors and cognitive patterns within multiplayer online gaming settings. This model also incorporates social interactions in gaming and in gaming communities, self-efficacy in gaming, self-awareness, brand intimacy, and a sense of social connection among remote players. Data from a total of 844 surveys were extracted from two distinct player cohorts—one engaged in charitable activities and the other not. Model validation was performed via structural equation modeling using smartPLS, which indicated that philanthropic endeavors can amplify players’ brand intimacy and feelings of social connection with distant players. However, philanthropic activities can also positively or negatively moderate the relation between certain variables. The insights from this study can equip gaming companies with strategic knowledge to benefit players and the global community as they promote their business objectives.
... The studies reported linkage between customer gratitude and cooperation and helping other consumers (Chou et al., 2023), marketing investment (preferential treatment and interpersonal communication investments) (Mittal & Maity, 2022), territorial behaviour of consumers (Chou et al., 2023), customer loyalty (Mittal & Maity, 2022), relationship quality between salesperson and customer (Mangus et al., 2022), consumer intentions to spread electronic wordof-mouth (Septianto et al., 2020), individuals' sustainable product choice (Liang & Guo, 2021), and customer trust (Huang, 2015). Customer gratitude is reported to mediate the association between functional value and pay for price premium (Liu et al., 2022), brand likeability and brand love (Suetrong & Pires, 2021), consumer responses and marketing communications (Bridger & Wood, 2017), corporate philanthropy and consumer loyalty (Park et al., 2016), and human resource management attributions and employees general work stress (Hameed & Khwaja, 2022). ...
The present study reviewed gratitude at work articles published in Scopus database using bibliometric analysis to examine growth in gratitude at work publications and citations, most cited publications, most influential authors, articles, publishers, universities and countries. The extracted data were analysed and visualised with the help of two analytical tools, that is, the Scopus analysis and VOSviewer (version 1.6.16). It identified 273 publications referring to gratitude at work in title, abstract, or keywords. The keyword co‐occurrence highlighted four major clusters of workplace gratitude research: Psychological studies, Customer relationship management, Employees, and Ethics and spirituality.
... This implies that when a business allocates resources for the betterment of consumers, it can evoke a sense of gratitude from consumers. As a result, consumers may reciprocate by demonstrating increased trust and commitment towards the organization (Park et al., 2016). Consequently, consumers' gratitude and their subsequent inclination for reciprocation contribute to their commitment to enterprises. ...
... The legitimacy theory also calls upon the managers of firms to apply strategies that will convince society that they make all necessary efforts to meet their expectations (Chan et al., 2014). Corporate entities achieve their social obligations by allocating company resources like money, staff time and facilities to support charitable initiatives (Park et al., 2016). ...
Purpose
This study aims to investigate the impact of board attributes on the corporate social responsibility (CSR) expenditure of the listed firms before (2019) and during (2020) COVID-19 in Nigeria.
Design/methodology/approach
The data were manually extracted from the annual reports of all the listed companies that published their reports for the years. A total of 266 firm-year observations were generated, comprising 140 and 126 observations for 2019 and 2020, respectively.
Findings
The results indicate that the frequency of board meetings and foreign directors on the board significantly influence CSR expenditure before and during COVID-19. Board independence had a significant positive association with CSR expenditure before COVID-19 but insignificantly positive during it. However, board size and gender diversity do not influence CSR expenditure before and during COVID-19.
Research limitations/implications
The study used secondary data from the annual reports to compare the impact of board attributes on the CSR expenditures of listed firms in Nigeria between 2019 and 2020.
Practical implications
Providing effective CSR regulations and incentives could motivate or mandate the board of directors to incur CSR expenditure within the company’s financial capacity for society’s welfare, particularly under challenging times like COVID-19.
Social implications
Encouraging firms to incur more CSR expenditures to their ability will contribute to poverty alleviation and improve socio-economic development.
Originality/value
This study is one of the few that investigated the effects of board characteristics on CSR expenditure for the welfare of the poor and the needy. Besides, it uniquely focused on comparing the results before and during COVID-19.
... In the relationship between consumers and enterprises, strengthening enterprises' efforts to improve consumer welfare, such as charity activities to produce gratitude, leads to the enhancement of consumers' commitment to enterprises in the form of reciprocal behavior based on gratitude (Morales, 2005;Palmatier et al., 2009). That is, if a business invests resources for the benefit of consumers, consumers may be grateful and may then repay by increasing trust and commitment to the organization (Park et al., 2016). Therefore, consumers' gratitude and subsequent desire for return will lead to a commitment to enterprises. ...
In the digital era, big data can strengthen the awareness of corporate social responsibility (CSR) and make CSR more transparent to consumers. While big data continues to deepen the business transformation of enterprises, it is also a process of constantly understanding consumption and public expectations. In this process, the cognitive structure of enterprises is constantly adjusted, no longer simply pursuing performance but constantly realizing the expectations of users and society in order to maintain performance. Through mass media, corporate media, and other platforms, CSR is easier to affect consumers’ emotions. By reviewing the theory of emotional marketing and related research, this paper focuses on the different emotional ties between CSR and consumers and their different effects on consumers. This paper further emphasizes the profound significance of emotional marketing theory for understanding CSR in the era of big data. In addition, this paper also calls for more research based on big data technology, broken down by consumer needs – more specific attention to the different impacts of CSR on different consumers.
... Marketing efforts should also focus on encouraging loyalty, as this would lead not only to stronger commitment but also to customer retention (E. Anderson & Weitz, 1992;Park et al., 2016). Image not only had a positive association with commitment but was found to mediate brand image and emotions. ...
Charities are in constant need to raise funds and thereby solicit donations through requesting the public and corporate enterprises. The satisfaction of a brand image by public or corporate enterprises can be highly motivating for raising funds. The main objective of this research is to identify a charity’s brand image and its relationship to trust, commitment, and emotions which are not only critically important for enhancing the charity’s image but also leveraging motivation for donorship. It examines participants and their influence on image, trust, commitment, and emotions toward a religious or faith-based charity. Structural Equation Modeling and multigroup analysis are used to examine the results. It shows that Faith-based charity’s image has a positive association with many of the antecedents. The charity’s brand image didn’t influence emotions directly but indirectly through commitment. Multigroup analysis shows there were some differences noted between the group frequency of religious dedication. The study makes two broad contributions, first, the research broadens the theoretical framework of the brand image regarding religious or faith-based charities by demonstrating how trust, commitment, and emotions influence their image and motivation to donate. Secondly, it enhances the understanding of the diversity of trust and its broader impact on the dedication of religious group participation. By differentiating between the marketing image and brand image, the research provides suggestions for improving the charity’s brand image.
... As such, if charitable efforts are considered in terms of business strategy, then charity can be used to help firms generate intangible strategic assets while enhancing their core competencies. Such assets can take the form of reputational capital (Fombrun et al., 2000;Gardberg et al., 2019;Peterson, 2018), employee commitment (Aguinis & Glavas, 2012;Block et al., 2017), stakeholder trust (Brown et al., 2016;Park et al., 2016), or acquiescence by regulatory institutions and legislative bodies (Dickson, 2003;Jenson & Murphy, 1990). Porter and Kramer (2002) saw the "competitive context" (or the social environment in which a business is located or operates) as the truly strategic perspective for considering philanthropy. ...
This study examines the association between CEO temporal focus and corporate engagement in philanthropy, and considers the moderating role of ownership. This association is investigated based on upper echelons theory and the conceptual framework of temporal focus. Using a sample of 2,285 observations of Chinese listed firms from 2010 to 2015, our results show that the relationship between CEO past focus and corporate philanthropy is positive in state-owned firms but negative in private firms. In addition, CEO future focus is negatively associated with charitable activities in state-owned firms, but positively associated with such activities in private companies. For present-oriented CEOs, the relationship between temporal focus and philanthropy is negative in both public and private firms, but the negative effect is stronger in private firms. The findings of this study show how CEOs’ time perspectives shape their decisions on company engagement in philanthropic projects.
... Another study conducted by Yusof et al. (2015) conducted a study in the retail banking industry and revealed that involvement in philanthropic initiatives plays a critical role in increasing customer loyalty. Other studies found the philanthropic initiatives positively affect repurchase intention (Kim et al., 2017), customer trust, and commitment (Park & Choi, 2016). Despite the important effect of corporate philanthropic initiatives on consumer behavior, little attention has been paid to examine the effect of corporate philanthropic initiatives involuntary behavior such as customer citizenship behavior. ...
Corporate philanthropy is one of the most debated topics among scholars for socially responsible firms. This study examines the impact of corporate philanthropy on customer citizenship behavior. Furthermore, this study aims to investigate the mediation effect of corporate reputation as well as the moderation effect of customer socialization on the relationship between corporate philanthropy and customer citizenship behavior. The population of this study consists of 393 students from one university in North Cyprus. Using the regression analysis method, the findings of this study revealed that corporate philanthropy positively affects customer citizenship behavior and such a relationship is partially mediated by corporate reputation. The result of the interaction effect reported for a positive significant effect of customer socialization on the relationship between corporate philanthropy and customer citizenship behavior. The research contributes to the literature by providing empirical findings on the relationship between corporate philanthropy and customer citizenship behavior as well as examining the underline mechanisms of how and under what conditions corporate philanthropy enhances customer citizenship behavior.
... This large proportion shows that, today, consumers have come to expect corporations to operate with ethical integrity (Park et al., 2016), and their perception of how well a firm does this will affect their buying behavior-a positive perception of CSR would make a consumer more likely to support that company. Evidence further supports the idea that "CSR can be viewed and used as a firm's differentiation strategy, a form of strategic investment comparable to advertising" (Hsu, 2012). ...
Modern business has recently trended towards a focus on corporate social responsibility (CSR) due to a growing sense that companies should uphold ethical standards not only for their direct stakeholders, but also for society at large. This study therefore investigated whether a relationship between companies’ CSR/philanthropic efforts and financial growth may exist. The six public companies investigated (Alphabet, Apple, Bank of America, JP Morgan Chase, Kroger, and Walmart) were the six highest-ranked on the 2019 Fortune 500 list that also appeared on the 2018 Fortune Change the World list. One notable philanthropic effort for each company was selected. Financial statements from the year before, during, and after the philanthropic efforts began were examined and sales revenue was recorded. A positive correlation was found between Apple’s and Kroger’s financial success and philanthropic efforts but not for the other four companies. This may indicate that CSR is a strong factor in how customers perceive those two companies. The weak correlation found between these two variables for the four remaining firms may demonstrate that the relationship between CSR and consumer choice is weak or nonexistent. The results of this study are intended to prepare future research involving the potential relationship between corporate social responsibility and sales revenue, by providing a framework for related statistics and information among top philanthropic public corporations.
... Evidence also suggests that quality of work life (H. L. Kim, Rhou, et al., 2017), well-being, and gratitude (Park, Choi, & Yeu, 2016) have mediating effects between CSR and organizational outcomes. Job happiness-related aspects have consequences for both employees and organizations, and likely represent the missing piece that "retains and motivates high-quality employees of the future" (Fisher, 2010, p. 404). ...
This study provides a systematic review of corporate social responsibility (CSR) in the hospitality management literature over the last decade. In contrast to prior reviews, this article starts from a broader analysis, followed by a narrower, micro-level examination of the hospitality management literature that links CSR to customers’ and employees’ attitudes and behaviors. The findings of this review show that researchers study CSR primarily from a meso-level perspective of how CSR is developed and implemented by organizations, and how it influences financial performance. This study found that although employees have long been crucial stakeholders in service environments, hospitality researchers have only recently begun to focus on understanding the relationships between CSR and employee behaviors and attitudes. This study provides directions for future research by identifying research gaps and comparing the results of this review with those of organizational psychology and management reviews.
... If one party exploits the vulnerabilities of the other, there is a perceived risk relating to subsequent transactions, and thus their relationship will increase. However, if two parties build trust, they can decrease the level of perceived risk related to their relationships, and mutually build a commitment to maintain it (Park, Choi, & Yeu, 2016). Several researchers (Giovanis & Athanasopoulou, 2018;Hsu et al., 2018;Tabrani, Amin, & Nizam, 2018;van Tonder & Petzer, 2018) indicate that trust has a positive impact on commitment. ...
This study aims to examine the relationships between the restaurant attachment dimensions, the experiential relationship quality dimensions and experiential relationship intentions. A convenience sample of 492 single customers who dined at one single friendly restaurant in Taipei City of Taiwan was surveyed. The results will assist single friendly restaurant management in developing and implementing market-orientated service strategies to increase perceptions of restaurant dependence, restaurant identity, restaurant affect, restaurant familiarity and experiential relationship intentions in order to enable single customers to come to trust and feel satisfied with and committed to single friendly restaurants.
... A l'autre extrémité, le mécénat stratégique est conçu comme un outil commercial intégré dans le domaine plus large des décisions stratégiques liées aux affaires (Saiia, Carroll et Buchholtz, 2003 ;Boistel, 2012). Dans cette perspective, les décideurs réfléchissent à la manière dont les actions de mécénat peuvent produire un supplément de valeur pour le mécène (Porter et Kramer, 2002 ;Park et al., 2016). Dans des situations intermédiaires, le mécénat se conçoit comme l'engagement à long terme d'une entreprise pour la collectivité. ...
Cet article s’intéresse à une forme spécifique du mécénat de compétences : le mécénat de compétences entre entreprises (MCE). Une entreprise disposant de compétences particulières, qu’elle a elle-même développées à titre onéreux, en fait don à une autre entreprise, à titre gracieux. Cette recherche vise à déterminer la capacité des réseaux de MCE à accroitre le capital social d’un territoire.
... As a rational market-oriented enterprise that pursues the maximization of shareholders' value, how can the promotion of philanthropic donations contribute to its profit growth? This is the focus of many scholars in recent years, such as: political motivation (Du Yong & Chen Jianying, 2016;Dai Yiyi et al, 2014); Marketing motivation (Liu Ying, 2015;Hu Jun, 2017;Park et al, 2016); Management self-motivation (Wang Ying et al., 2017;Chen et al., 2016); Covering the motivation of the lack of corporate social responsibility (Gao Yongqiang et al., 2012;Ni Yinzhu and He Chen, 2016). ...
Corporate Philanthropy and innovation performance are the focuses of enterprise research in recent years. Based on resource dependence theory and information disclosure theory, the paper explores the impact of philanthropic donations on innovation performance. Through the quantitative data analysis of 319 enterprises in China, the results show that: (1) There is an obviously positive correlation between philanthropic donations and innovation performance, which will be affected by the scale of enterprises. (2) The disclosure of philanthropic information will weaken the promotion effect of philanthropic donation on innovation performance. The conclusion of the study made a useful extension of the existing philanthropic donation literature and provided a theoretical basis for the philanthropic practice of the enterprise.
The paper aims to investigate the role of reputation in the insurance industry. It is important to test the direct and indirect outcomes of reputation in insurance companies. Direct consequences of reputation include perceived value, satisfaction, trust, and commitment, while the indirect outcomes are loyalty and word-of-mouth (WOM). For this purpose, a theoretical model was proposed and tested using structural equation modelling (SEM). A questionnaire survey was developed to examine the relationships between reputation, perceived value, satisfaction, trust, commitment, loyalty, and word-of-mouth. For this study, 744 valid questionnaires were collected from a sample of Portuguese car insurance policyholders. The results revealed that reputation directly influences perceived value, satisfaction, trust, and commitment and indirectly affects loyalty via these variables. Additionally, reputation indirectly influences WOM through perceived value, satisfaction, and commitment. Finally, loyalty has an impact on WOM. This research emphasises the crucial role of reputation in insurance companies and fills a gap in understanding the outcomes of reputation in insurance services.
Bu araştırmanın amacı; yoğun rekabet ortamında faaliyet gösteren hizmet işletmesi çalışanlarının müşterilere yönelik tutum ve davranışlarını incelemek, müşterilerin bu tutum ve davranışlar içerisindeki tükenmişlik algısını tespit etmek, bu algıların müşteri sadakatine etkisi olup olmadığını saptamaktır. Bu doğrultuda rekabetçi bir işletmenin 145 müşterisinden yüz yüze anket yöntemiyle veri elde edilmiş ve bu veriler istatistiksel olarak analiz edilmiştir. Gerçekleştirilen analizler sonucunda; algılanan tükenmişlik ile müşteri sadakati arasında ise negatif yönde anlamlı bir ilişki saptanmıştır. Regresyon analizi sonucunda; müşterilerin hizmet sunan personele yönelik 1 birimlik tükenmişlik algısının müşteri sadakati üzerinde 0.320 birimlik bir azalışa neden olduğu saptanmıştır. Bununla birlikte müşteri sadakatinin hizmet satın alınan süreye göre ve hizmet satın alma sıklığına göre anlamlı bir farklılık göstermediği ancak cinsiyete göre anlamlı bir farklılık gösterdiği ve kadın müşterilerde müşteri sadakatinin daha yüksek olduğu belirlenmiştir. Algılanan tükenmişlik düzeyinin ise hizmet satın alınan süreye göre anlamlı bir farklılık göstermediği anlaşılmıştır.
Gratitude is felt when we perceive we have received a valuable good that is intended for our benefit. Although the majority of empirical research on gratitude has looked at benefit transactions between tangible benefactors, people also experience gratitude toward more intangible benefactors such as God, governments, corporations, and collectives. We apply construal level theory to gratitude toward intangible benefactors to shed light on how these abstract agents might elicit gratitude differently from more concrete benefactors. We review research on the antecedents of gratitude, including variables related to the benefactor, the recipient, relationship variables, and the benefit. We make predictions for how gratitude toward intangible benefactors such as God or the government may diverge from prototypical interpersonal gratitude, and we provide a roadmap for future research.
As the global market for Internet portal services expands, there is a growing interest in identifying corporate social responsibility considering the social influence and business characteristics of Internet portal operators. This study explores the diverse dimensions of CSR of IPOs, examines how CSR efforts affect CSR authenticity in each dimension, and investigates whether CSR authenticity mediates the effects of CSR efforts on corporate legitimacy. In addition, by setting the respondents’ political orientation as the moderator, conditional indirect effect of CSR authenticity was further confirmed. An online survey was conducted on of Korean Naver users who actively use Internet portal services. Among the various CSR efforts of IPOs, strengthening of democratic contributions, universal service delivery, and consumer protection were shown to increase both cognitive and socio-political legitimacy through CSR authenticity. In particular, the effect of CSR efforts on cognitive legitimacy through perception of CSR authenticity was significantly higher in users with progressive political orientation. This study is significant in that it theoretically systematizes the CSR dimensions considering the complex business nature and business characteristics of IPOs and provides empirical results and implications for CSR activities that future IPOs should focus on, which can increase corporate legitimacy.
This study aimed to investigate both direct and indirect effects of the dimensions of
relationship marketing investments named financial, social and structural on relational worth via customer gratitude and delight. Data were collected from 403 airlines customers in Egypt using an online survey, which was designed on the search engine Google drive.
The SPSS is used to process the primary data. Path analysis was employed to measure
the direct and indirect relationships between more than two variables depend on AMOS.
The research results showed that there is a direct positive significant effect of financial
relationship marketing investment on relational worth. The study findings confirmed social
and structural relationship marketing investments significantly have an impact on customer gratitude and delight which positively influenced relational worth.
Finally, the findings indicated that customer gratitude and delight mediated the
relationship between social and structural relationship marketing investments and relational worth.
Abstract:
This study aimed to investigate the direct and indirect effect of the
dimensions of relationship marketing investments named financial,
social, structural investments on relational worth via customer's gratitude.
Online survey was designed to collect data from 403 airlines customers
in Egypt. Path analysis was employed to test the hypotheses using
WarpPLS6.
The research results showed that there were direct positive
significant effects of relationship marketing investments (financial, social
investment) on relational worth. Moreover, the findings confirmed
relationship marketing investments (social and structural investment)
significantly impacted customer gratitude which positively influenced
relational worth. Finally, the findings indicated that customer gratitude
mediated the relationship between relationship marketing investments
(social and structural investment) and relational worth.
Keywords: Relationship Marketing Investments, Customer Gratitude,
Relational Worth.
استھدف ھذا البحث تحدید التأثیر المباشر وغیر المباشر لأبعاد الاستثمار في تسویق
العلاقات (المالي، الاجتماعي، الھیكلي) على العلاقات المثمرة من خلال توسیط امتنان عملاء
شركات الطیران في مصر. واعتمدت الدراسة على قائمة استقصاء عبر الانترنت online
survey لجمع البیانات من عملاء شركات الطیران، وقد بلغت عدد القوائم الصحیحة ٤٠٣
قائمة، وتم تطبیق أسلوب تحلیل المسار لاختبار فروض الدراسة عن طریق استخدام البرنامج
.WarpPLS.6 الإحصائي
وأشارت النتائج إلى وجود تأثیر معنوي إیجابي للاستثمار المالي والاستثمار الاجتماعي
في تسویق العلاقات على العلاقات المثمرة، كما توصلت إلى وجود تأثیر معنوي إیجابي
للاستثمار الاجتماعي وكذلك الاستثمار الھیكلي في تسویق العلاقات على امتنان العمیل. وأكدت
النتائج وجود تأثیر معنوي إیجابي لامتنان العمیل على العلاقات المثمرة. بالإضافة إلى وجود
تأثیر معنوي إیجابي غیر مباشر للاستثمار الاجتماعي والاستثمار الھیكلي في تسویق العلاقات
على العلاقات المثمرة عند توسیط امتنان العمیل. وفي ضوء ما أسفرت عنھ الدراسة من نتائج،
فقد أقُتُرِحَت مجموعة من التوصیات التي یمكن أن تسھم في بناء وتعزیز علاقات مثمرة مع
العملاء.
الاستثمار في تسویق العلاقات، امتنان العمیل، العلاقات المثمرة
During the past decades, academics and practitioners have been extensively focusing on corporate philanthropy as an important part of corporate social responsibility and a vast number of papers have been published on this topic in various disciplines. To have a better understanding of the evolution of corporate philanthropy, this paper critically reviews some 60 years of research covering 228 corporate philanthropy documents (including 214 journal articles, 5 dissertations, and 9 books and book chapters) across and between disciplines, and analyzes their content in a systematic and comprehensive manner. A multi‐level and multidisciplinary theoretical framework that synthesizes and integrates the corporate philanthropy literature at micro‐, meso‐, and macro‐levels of analysis is offered. Specifically, the framework presents antecedents, intermediaries (moderators and mediators), consequences of corporate philanthropy, and the underlying mechanisms of the corporate philanthropy–firm performance relationship. This paper helps bridge important knowledge gaps of corporate philanthropy and its relation with firm performance by studying corporate philanthropy at a multi‐level of analysis and applying diverse theoretical frameworks of corporate philanthropy. The paper concludes by offering several suggestions for future research on corporate philanthropy.
Research on the relationship between corporate philanthropy and performance has largely been inconclusive. Taking advantage of the Chinese Red Cross corruption scandal in 2011 which aroused widespread suspiciousness and mistrust towards Chinese philanthropic organizations, this study investigates the role of charity credibility in shaping philanthropy-performance association. The results indicate that the collapse of charity credibility significantly mitigates the positive association between corporate philanthropy and performance, offering insight into the ambiguous relationship between giving and getting. Moreover, corporations cut down their donation expenditure in response to the charity credibility crisis. The findings are robust to a battery of sensitivity tests. In addition, the impact of credibility collapse is more pronounced in regions where charity credibility suffered more and in firms with private ownership. Our study extends the extant literature by investigating the relationship between corporate social and financial performance from the perspective of charity credibility for the first time. Furthermore, by finding a dramatic decline in corporate donations after the collapse of charity credibility, the study highlights the necessity for the nonprofit sector to enhance governance and improve transparency.
The aim of this chapter is to argue that it is possible to identify and audit spiritual (and nonspiritual) signifiers in organizations, and that this process has the potential to reveal an organizational spiritual identity (OSI). A rationale for undertaking the process is developed by highlighting scholarly literature and empirical findings suggesting benefits in applying spiritual principles to workplace practices, thatmay, in turn, help to offset the potential for costly and painful consequences, such as employee conflict, dismissal, or resignations (Crossman 2016). The implications of spiritual "fit," in terms of recruitment and retention, as well as creating spiritually safe organizations, are also discussed. The author acknowledges that the relationship between organizational identity and spirituality, as a line of enquiry, is still in its infancy and calls for further empirical work, perhaps in the form of case studies, exploring the process and outcomes of conducting audits of OSI in organizations. Some suggestions on conducting an OSI audit are also submitted. © The Author(s). Springer International Publishing AG, part of Springer Nature 2018. All rights reserved.
This study suggests that the expectation of an individual about the outcome of their charitable donating can guide their action. Based on reciprocity theory and research, outcome expectation was dichotomized as altruistic versus egoistic, and an expectation-based psychological model of giving has been proposed. In this model, expectation leads to trust in charities, manifesting in strengthened engagement, which in its turn generates an increased amount of donations. In addition, social status moderates the effect of outcome expectation on charitable commitment. Overall, the proposed model was supported by the results of 530 responses of an online survey. Furthermore, social status moderated only the effect of egoistic expectation on charitable commitment. This indicated a stronger positive relationship between egoistic expectation and commitment for individuals of low social status than for those of high social status.
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