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The Effects of International New Ventures’ Social Responsibility Engagement on Local Customer Loyalty: A Perspective of Relationship Marketing in Emerging Economies

안상봉|오한모|Sung-Kwon Kim
경영경제연구소 (management & economic research institute)|2018.09|아태비즈니스연구 ((APJB) Asia Pacific Journal of Business)|제9권 제3호|pp. 25-35|DOI https://doi.org/10.32599/apjb.9.3.201809.25

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참고문헌

키워드

Relationship MarketingCorporate Social ResponsibilityCustomer LoyaltyEmerging EconomyInternational New Venture

초록

Research addressing international new ventures’ social responsibility activities is scarce. Specifically, researchers have little account for the effects of an international new venture’ssocial responsibility efforts on the outcomes of relationships with local customers in emergingeconomies. Against this background, we attempt to extend the boundaries of an understandingof the effects of international new ventures’ social responsibility engagement on localcustomers’ loyalty through customer trust and customer identification in emerging economies. Based mainly on the stakeholder theory and the relationship marketing theory, our studyconceptualize two facets of international new ventures’ social responsibility efforts: ethicaland philanthropic corporate social responsibility engagement. In addition, we identify positivecustomer relationship-building mechanisms for each facet. Furthermore, our study presents anempirically testable propositions that would explain how international new ventures’ socialresponsibility efforts influence the outcomes of relationships with local customers in emergingeconomies. Finally, this manuscript provides a discussion of the present study’ implicationsfor theory and practice and limitations that naturally lead to future research on internationalnew ventures’ social responsibility activities in developing economies.

Abstract

Research addressing international new ventures’ social responsibility activities is scarce. Specifically, researchers have little account for the effects of an international new venture’ssocial responsibility efforts on the outcomes of relationships with local customers in emergingeconomies. Against this background, we attempt to extend the boundaries of an understandingof the effects of international new ventures’ social responsibility engagement on localcustomers’ loyalty through customer trust and customer identification in emerging economies. Based mainly on the stakeholder theory and the relationship marketing theory, our studyconceptualize two facets of international new ventures’ social responsibility efforts: ethicaland philanthropic corporate social responsibility engagement. In addition, we identify positivecustomer relationship-building mechanisms for each facet. Furthermore, our study presents anempirically testable propositions that would explain how international new ventures’ socialresponsibility efforts influence the outcomes of relationships with local customers in emergingeconomies. Finally, this manuscript provides a discussion of the present study’ implicationsfor theory and practice and limitations that naturally lead to future research on internationalnew ventures’ social responsibility activities in developing economies.

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