Journal
JOURNAL OF RETAILING
Volume 91, Issue 1, Pages 140-153Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2014.10.001
Keywords
Corporate social responsibility; Sustainability; Buyer-seller relationship; Service recovery; Customer satisfaction; Customer loyalty
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Funding
- Smeal College of Business
- Marriott Foundation
- Harrah Hospitality Research Center
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The researchers investigate how corporate social responsibility (CSR) affects customer response following service failure within the context of buyer seller relationships. A series of three experiments demonstrate that CSR is more effective under communal (vs. exchange) relationship norms, consistent with the alignment of CSR with the communal norm of concern for the needs of others. The effectiveness of CSR is also shown to vary as a function of company motives and CSR framing, serving as theoretically and managerially relevant boundary conditions. Together, these findings increase our understanding of how and when CSR will have a positive impact on consumers and, in turn, companies via customer satisfaction and loyalty. (C) 2014 New York University. Published by Elsevier Inc. All rights reserved.
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