Authenticity as a corporate social responsibility platform for building customer loyalty

Consumers’ views of corporate social responsibility (CSR) are still filled with mistrust and doubt. Especially in developing countries like Indonesia, consumers are wondering about the motivation behind CSR activities. It is argued that CSR activities that are authentic or sincere will lead to custo...

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Autores principales:	Sri Gunawan, Sri Yunan Budiarsi, Sri Hartini
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	csr authenticity customer loyalty corporate image corporate credibility Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/b42c9dec36b7471ab8a2c11b285bff35
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spelling	oai:doaj.org-article:b42c9dec36b7471ab8a2c11b285bff352021-12-02T14:41:50ZAuthenticity as a corporate social responsibility platform for building customer loyalty2331-197510.1080/23311975.2020.1775023https://doaj.org/article/b42c9dec36b7471ab8a2c11b285bff352020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1775023https://doaj.org/toc/2331-1975Consumers’ views of corporate social responsibility (CSR) are still filled with mistrust and doubt. Especially in developing countries like Indonesia, consumers are wondering about the motivation behind CSR activities. It is argued that CSR activities that are authentic or sincere will lead to customer loyalty. This research aims to expand the line of studies based on CSR-loyalty, through the concept of sincerity motivating Corporate Social Responsibility activities. Therefore, field research was conducted to investigate whether CSR Authenticity affects Corporate Image, Corporate Credibility and Customer Loyalty among Indonesian consumers. The proposed model was examined using questionnaire with a data set of 257 valid responses. Statistical analysis was based on PLS-SEM approach with the use of Smart PLS 3.0. Findings showed that the hypothesis associated with the relationship between Corporate Image and Customer Loyalty was supported. The relationship between Corporate Credibility and Customer Loyalty was also supported; however, the relationship between CSR Authenticity and Customer Loyalty was not supported. Result further showed a mediating effect of Corporate Image and Corporate Credibility on the relationship between CSR Authenticity and Customer Loyalty. Finally, the findings of this study are used to advance managerial implications of CSR Authenticity as a strategic activities of companies in creating its customer loyalty.Sri GunawanSri Yunan BudiarsiSri HartiniTaylor & Francis Grouparticlecsr authenticitycustomer loyaltycorporate imagecorporate credibilityBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	csr authenticity customer loyalty corporate image corporate credibility Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	csr authenticity customer loyalty corporate image corporate credibility Business HF5001-6182 Management. Industrial management HD28-70 Sri Gunawan Sri Yunan Budiarsi Sri Hartini Authenticity as a corporate social responsibility platform for building customer loyalty
description	Consumers’ views of corporate social responsibility (CSR) are still filled with mistrust and doubt. Especially in developing countries like Indonesia, consumers are wondering about the motivation behind CSR activities. It is argued that CSR activities that are authentic or sincere will lead to customer loyalty. This research aims to expand the line of studies based on CSR-loyalty, through the concept of sincerity motivating Corporate Social Responsibility activities. Therefore, field research was conducted to investigate whether CSR Authenticity affects Corporate Image, Corporate Credibility and Customer Loyalty among Indonesian consumers. The proposed model was examined using questionnaire with a data set of 257 valid responses. Statistical analysis was based on PLS-SEM approach with the use of Smart PLS 3.0. Findings showed that the hypothesis associated with the relationship between Corporate Image and Customer Loyalty was supported. The relationship between Corporate Credibility and Customer Loyalty was also supported; however, the relationship between CSR Authenticity and Customer Loyalty was not supported. Result further showed a mediating effect of Corporate Image and Corporate Credibility on the relationship between CSR Authenticity and Customer Loyalty. Finally, the findings of this study are used to advance managerial implications of CSR Authenticity as a strategic activities of companies in creating its customer loyalty.
format	article
author	Sri Gunawan Sri Yunan Budiarsi Sri Hartini
author_facet	Sri Gunawan Sri Yunan Budiarsi Sri Hartini
author_sort	Sri Gunawan
title	Authenticity as a corporate social responsibility platform for building customer loyalty
title_short	Authenticity as a corporate social responsibility platform for building customer loyalty
title_full	Authenticity as a corporate social responsibility platform for building customer loyalty
title_fullStr	Authenticity as a corporate social responsibility platform for building customer loyalty
title_full_unstemmed	Authenticity as a corporate social responsibility platform for building customer loyalty
title_sort	authenticity as a corporate social responsibility platform for building customer loyalty
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/b42c9dec36b7471ab8a2c11b285bff35
work_keys_str_mv	AT srigunawan authenticityasacorporatesocialresponsibilityplatformforbuildingcustomerloyalty AT sriyunanbudiarsi authenticityasacorporatesocialresponsibilityplatformforbuildingcustomerloyalty AT srihartini authenticityasacorporatesocialresponsibilityplatformforbuildingcustomerloyalty
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Authenticity as a corporate social responsibility platform for building customer loyalty

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