Evaluating the effect of corporate social responsibility communication on mobile telephone customers

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• 作者：Rojanasak Chomvilailuk^a ; ^{rojanasak_cho@utcc.ac.th" class="auth_mail" title="E-mail the corresponding author} ; Ken Butcher^b ; ^{k.butcher@griffith.edu.au" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Corporate social responsibility initiative ; Perceived community value ; Positive word of mouth ; Trust ; Switching cost ; Social media
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2016
• 出版时间：November 2016
• 年：2016
• 卷：33
• 期：Complete
• 页码：164-170
• 全文大小：360 K

文摘

The broad aim of this study is to examine how perceived community value of a firm's corporate social responsibility initiative will affect service customer outcomes. Structural equation modelling was used with data collected from 258 telecommunication service users. Perceived community value was found to have a strong direct effect on CSR related word of mouth. While, CSR reputation had no significant direct effect on either word of mouth or switching cost. Trust mediated the influence of both independent variables on customer outcomes. Accordingly, perceived community value can assist our understanding of how CSR initiatives operate in a social media landscape.