Socially Responsible Customers and the Evaluation of Service Quality

Customers, increasingly, seem concerned about social and environmental issues that often affect their buying behavior and attitudes toward the quality of goods and services purchased. Despite this trend, there exists little empirical research regarding how socially responsible consumers evaluate services and service quality. In this study, we investigate the role that consumer attitudes toward social responsibility play in evaluating service quality. The results of factor analysis show that social responsibility is a salient dimension of service quality and that high socially responsible customers use the concept of social responsibility more pronouncedly than others when evaluating service quality. Our study contributes to the current literature on the evaluation of service quality by a growing customer segment and outlines implications for managers and for future research.