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The Impact of Corporate Social Responsibility on Customer Loyalty in Multi-channel Distribution: A Generational Perspective

Vu Hiep HOANG|Quoc Dung NGO|Anh Kiet MAI|Huynh Mai LE
한국유통과학회 (Korea Distribution Science Association)|2024.12|유통과학연구 (Journal of Distribution Science)|제22권 제12호|pp. 23-34|DOI http://doi.org/10.15722/jds.22.12.202412.23

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참고문헌

키워드

Corporate Social ResponsibilityCustomer LoyaltyGenerational DifferencesConfigurational ApproachMulti-Channel Distribution

초록

Purpose: This study examinesthe complex relationships between corporate social responsibility (CSR), customer loyalty, and corporate abilities in retail distribution, considering generational differences between Millennials and Generation Z. Research design, data and methodology: Employing a multi-method approach combining PLS-SEM and fsQCA, we analyze data from 388 retail customers in Vietnam across Millennial and Generation Z cohorts. The study utilizes established scales to measure CSR initiatives, customer loyalty, customer satisfaction, and corporate abilities across multiple distribution channels. Results: The findings reveal that CSR positively influences customer satisfaction and loyalty, with an unexpected negative moderating effect of corporate abilities. The fsQCA analysis uncovers distinct configurations leading to high loyalty, including a unique path for Millennials where CSR compensates for lower corporate abilities. Multi-group analysis confirms significant generational differences in CSR perception and loyalty formation. Conclusions: This research contributes to CSR theory by providing a nuanced, configurational perspective on CSR effectiveness in retail distribution and highlighting generational variations in CSR perceptions. The findings offer significant implications for retail strategy, emphasizing the need for tailored CSR approaches that consider the complex interplay between social responsibility, corporate competencies, and generational characteristics in fostering customer loyalty across distribution channels.

Abstract

Purpose: This study examinesthe complex relationships between corporate social responsibility (CSR), customer loyalty, and corporate abilities in retail distribution, considering generational differences between Millennials and Generation Z. Research design, data and methodology: Employing a multi-method approach combining PLS-SEM and fsQCA, we analyze data from 388 retail customers in Vietnam across Millennial and Generation Z cohorts. The study utilizes established scales to measure CSR initiatives, customer loyalty, customer satisfaction, and corporate abilities across multiple distribution channels. Results: The findings reveal that CSR positively influences customer satisfaction and loyalty, with an unexpected negative moderating effect of corporate abilities. The fsQCA analysis uncovers distinct configurations leading to high loyalty, including a unique path for Millennials where CSR compensates for lower corporate abilities. Multi-group analysis confirms significant generational differences in CSR perception and loyalty formation. Conclusions: This research contributes to CSR theory by providing a nuanced, configurational perspective on CSR effectiveness in retail distribution and highlighting generational variations in CSR perceptions. The findings offer significant implications for retail strategy, emphasizing the need for tailored CSR approaches that consider the complex interplay between social responsibility, corporate competencies, and generational characteristics in fostering customer loyalty across distribution channels.

참고문헌 (47)

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