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Corporate social responsibility in B2B relationships: Examining the effects of multifaceted supplier CSR on business customers trust

한상린|Simon Sang Hoon Childs
한국마케팅과학회 (Korean Scholars of Marketing Science)|2016.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제26권 제1호|pp. 19-35|DOI http://dx.doi.org/10.1080/21639159.2015.1116778

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참고문헌

키워드

trustbenevolencecredibilitycommitment信任CSR reputationB2B CSRB2B企业社会责任承诺企业社会责任声誉仁慈可信性
주제분류경영학

초록

This study presents a model which integrates supplier CSR reputation, business customer trust and relationship commitment. In detail, while a supplier’s economic and legal CSR reputations are hypothesized to affect a business customer’s credibility-based trust in a focal supplier, ethical and philanthropic CSR reputations are hypothesized to aff ect benevolence-based trust. The proposed framework was tested using data from 129 buying firms based in Germany. Results showed that a supplier’s legal CSR reputation infl uenced a business customer’s credibility-based trust. In contrast, a supplier’s ethical and philanthropic CSR reputations were found to infl uence a business customer’s benevolence-based trust. No signifi cant relationship was found between a supplier’s economic CSR reputation and credibilitybased trust. In response to increasing calls to stretch the research scope of CSR concepts from consumer research to B2B marketing research, this study offers empirical evidence suggesting that supplier CSR may have positive effects on business customers’ outcomes, as reflected in increased levels of business customer trust in buyer– supplier relationships.

Abstract

This study presents a model which integrates supplier CSR reputation, business customer trust and relationship commitment. In detail, while a supplier’s economic and legal CSR reputations are hypothesized to affect a business customer’s credibility-based trust in a focal supplier, ethical and philanthropic CSR reputations are hypothesized to aff ect benevolence-based trust. The proposed framework was tested using data from 129 buying firms based in Germany. Results showed that a supplier’s legal CSR reputation infl uenced a business customer’s credibility-based trust. In contrast, a supplier’s ethical and philanthropic CSR reputations were found to infl uence a business customer’s benevolence-based trust. No signifi cant relationship was found between a supplier’s economic CSR reputation and credibilitybased trust. In response to increasing calls to stretch the research scope of CSR concepts from consumer research to B2B marketing research, this study offers empirical evidence suggesting that supplier CSR may have positive effects on business customers’ outcomes, as reflected in increased levels of business customer trust in buyer– supplier relationships.

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