Enhancing Customer Loyalty towards Corporate Social Responsibility of Thai Mobile Service Providers
The aim of this research is to develop the
understanding of corporate social responsibility (CSR) from
consumers- perspective toward Thai mobile service providers.
Based on the survey from 400 mobile customers, the result
shows that four dimensions of CSR of Thai mobile service
providers consist of economic, legal, ethical and philanthropic
responsibility. These four CSR factors have positive impacts
on enhancing customer satisfaction except one item of
economic responsibility - profitability to shareholders. Ethical
dimension has the strongest impact on customer satisfaction.
Economic, legal, ethical, philanthropic responsibility and
customer satisfaction have major impact on loyalty, whilst
philanthropic component mostly affects loyalty.
[1] Auh, S., Johnson, M.D. (2005), "Compatibility effects in evaluation of
satisfaction and loyalty", Journal of Economic Psychology, Vol. 26, pp.
35-57.
[2] Bamba, F. and Barnes, S.J. (2007), "SMS advertising, permission and
the consumer: a study", Business Process Management Journal, Vol. 13,
pp. 815-829.
[3] Bodet, G. (2008), "Customer satisfaction and loyalty in service: Two
concepts, four constructs, several relationships", Journal of Retailing and
Consumer Service, Vol. 15, pp. 156-162.
[4] Carroll A. B. (1979), "A three-dimensional conceptual model of
corporate performance", The Academy of Management Review, Vol. 4,
pp. 497-505.
[5] Carroll A. B. (1991), "The pyramid of corporate social responsibility:
Toward and moral management of organizational stakeholders, Business
Horizon, Vol. 34, pp. 39-48.
[6] Chowdhary, N. and Prakash, M. (2007), "Prioritizing service quality
dimensions", Managing Service Quality, Vol. 17, pp. 493-509.
[7] Cox, J., and Dale, B.G. (2001), "Service quality and e-commerce: an
exploratory analysis", Managing Service Quality, Vol. 11, pp. 121-131.
[8] Culnan, M.J. and Armstrong, P.K. (1999), "Information privacy
concerns, procedural fairness, and impersonal trust: An empirical
investigation", Journal of Organization Science, Vol. 10, pp. 104-115.
[9] Dahlsrud, A. (2006), "How corporate social responsibility is defined: an
analysis of 37 definitions", Corporate Social Responsibility and
Environment Management
[10] Dick, A. and Basu, K. (1994), "Customer loyalty: Toward an integrated
conceptual framework", Journal of the Academy of Marketing Science,
Vol. 22, pp. 99-113.
[11] Eshghi, A., Haughton, D. and Topi, H. (2007), "Determinants of
customer loyalty in the wireless telecommunications industry",
Telecommunication Policy, Vol. 31, pp. 93-106.
[12] Gerpott, T.J., Rams, W. and Schindler, A. (2001), "Customer retention,
loyalty, and satisfaction in the German mobile cellular
telecommunications market", Telecommunication Policy, Vol. 25, pp.
249-269.
[13] Hallowell, R. (1996), "The relationship of customer satisfaction,
customer loyalty, and profitability: an empirical study", International
Journal of Service Industry Management, Vol. 7, pp. 27-42.
[14] Herrmann, A., Xia, L., Monroe and Huber, F. (2007), "The influence of
price fairness on customer satisfaction: and empirical test in the context
of automobile purchases", Journal of Product & Brand Management,
Vol. 16, pp. 49-58.
[15] Hsieh, A. T., and Li, C. K. (2008), "The moderating effect of brand
image on public relations perception and customer loyalty", Marketing
Intelligence & Planning, Vol. 26, pp. 26-42.
[16] Johnson, W.C. and Sirikit, A. (2002), "Service quality in the Thai
telecommunication industry: a tool for achieving a sustainable
competitive advantage", Journal of Management Decision, Vol. 40, pp.
693-701.
[17] Kemp, R. and Moore, A. D. (2007), "Privacy", Library Hi Tech, Vol. 25,
pp. 58-78.
[18] Kim, J., Jin, B. and Swinney J. L. (2009), "The role of etail quality, esatisfaction
and e-trust in online loyalty development process", Journal
of Retailing and Consumer Service, Vol. 16, pp. 239-247.
[19] Kim, K. J., Jeong, I. J., Park, J. C., Park, Y. J., Kim, C. G. and Kim, T.
H. (2007), "The impact of network service performance on customer
satisfaction and loyalty: High-speed internet service case in Korea",
Expert System with Application, Vol. 32, pp. 822-831.
[20] Kim, M. K., Park, M. C. and Jeong, D. H. (2004), "The effects of
customer satisfaction and switching barrier on customer loyalty in
Korean mobile telecommunication service", Telecommunication Policy,
Vol. 28, pp. 145-159.
[21] Kuo, Y. F., Wu, C. M. and Deng, W. J. (2009), "The relationships
among service quality, perceived value, customer satisfaction, and postpurchase
intention in mobile value-added services", Journal of Computer
in Human Behavior, Vol. 25, pp. 887-889.
[22] Lai, F., Griffin, M. and Babin, B. J. (2009), "How quality, value, image,
and satisfaction create loyalty at Chinese telecom", Journal of Business
Research, Vol. 62, pp. 980-986.
[23] Landrum, H. and Prybutok, V. R. (2004), "A service quality and success
model for the information service industry", European Journal of
Operational Research, Vol. 156, pp. 628-642.
[24] Lantos, G. P. (2002), "The ethicality of altruistic corporate social
responsibility", Journal of Consumer Marketing, Vol. 19, pp. 205-230.
[25] Lindgreen, A., Swaen, V. and Johnston, W. J. (2009), "Corporate social
responsibility: An empirical Investigation of U.S. organizations",
Journal of Business Ethics, Vol. 85, pp. 303-323.
[26] Liu, C., Marchewka, J. T., Lu, J. and Yu, C. S. (2005), "Beyond
concern- a privacy-trust-behavioral intention model of electronic
commerce", Journal of Information & Management, Vol. 42, pp. 289-
304.
[27] Luo, X. and Bhattacharya, C. B. (2006), "Corporate social responsibility,
Customer satisfaction, and Market value", Journal of Marketing, Vol.
70, pp. 1-18.
[28] Mahoney, L. S. and Thorne, L. (2005),"Corporate social responsibility
and long-term compensation: Evidence from Canada", Journal of
Business Ethics, Vol. 53, pp. 241-253.
[29] Martin, W. C., Ponder, N. and Lueg, J. E. (2009), "Price fairness
perceptions and customer loyalty in retail context", Journal of Business
Research, Vol. 62, pp. 588-593.
[30] Martin, D. R. and Francisco Javier Rondan-Cataluna (2008), "The nature
and consequences of price unfairness in services: a comparison to
tangible goods", International Journal of Service Industry Management,
Vol. 19, pp. 325-352.
[31] Martin-Consuegra, D., Molina, A. and Esteban, A. (2007), "An
integrated model of price, satisfaction and loyalty: and empirical
analysis in the service sector", Journal of Product & Brand Management,
Vol. 16, pp. 459-468.
[32] Parasuraman, A., Zeitaml, V.A. and Berry, L.L. (1988), "SERVQUAL:
A multiple-item scale for measuring consumer perception of service
quality", Journal of Retailing, Vol. 64, pp. 12-40.
[33] Parasuraman, A., Zeitaml, V.A. and Berry, L.L. (1985), "A conceptual
model of service quality and its implication for future research", Journal
of Marketing, Vol. 49, pp. 41-50.
[34] Parasuraman, A., Zeitaml, V.A. and Malhotra A. (2005), "E-S-Qual A
multi item scale for assessing electronic service quality", Journal of
Service Research, Vol. 7, pp. 213-233.
[35] Pender, J. (2004), "Privacy in (mobile) telecommunication services",
Ethics and Information Technology, Vol. 6, pp. 247-260.
[36] Ramasamy, B. and Yeung, M. (2009), "Chinese consumers- perception
of corporate social responsibility (CSR)", Journal of Business Ethics,
Vol. 88, pp. 119-132.
[37] Reverte, C. (2009), "Determinants of corporate social responsibility
disclosure ratings by Spanish Listed Firms", Journal of Business Ethics,
Vol. 88, pp. 351-366.
[38] Rowley, J. (2005), "The four Cs of customer loyalty", Journal of
Marketing Intelligence & Planning, Vol. 23, pp. 574-581.
[39] Salmones, M.D.M.G., Crespo, A.H., Bosque, J.R. (2005), "Influence of
Corporate Social Responsibility on Loyalty and Valuation of Service",
Journal of Business Ethics, Vol. 61, pp. 369-385.
[40] Scott, S. (2007), "Corporate social responsibility and the fetter of
profitability", Social Responsibility Journal, Vol. 3, pp. 31-39.
[41] Shahin, A. and Zairi, M. (2007), "Corporate governance as a critical
element for driving excellence in corporate social responsibility",
Journal of Quality & Reliability Management, Vol. 24, pp. 753-770.
[42] Shehryar, O. and Hunt, D. M. (2005), "Buyer behavior and procedural
fairness in pricing: exploring the moderating role of product familiarity",
Vol. 14, pp. 271-276.
[43] Shen, C. H. and Chang, Y. (2008), "Ambition versus conscience, does
corporate social responsibility pay off? The Application of Matching
Methods", Journal of Business Ethics, Vol. 88, pp. 133-153.
[44] Snider, J., Hill, R. P. and Martin, D. (2003), "Corporate social
responsibility in the 21st century: A view from the world-s most
successful firms", Journal of Business Ethics, Vol. 48, pp. 175-187.
[45] Swaen, V. and Chumptaz, R. C. (2008), "Impact of Corporate social
responsibility on consumer trust", Journal of Application on Marketing,
Vol. 23, pp. 7-33.
[46] Teas, R. K. (1993), "Expectations, Performance Evaluation, and
Consumers- Perceptions of Quality", Journal of Marketing, Vol. 57, pp.
18-34.
[47] Tench, R., Bowd, R. and Jones, B. (2007), "Perceptions and
perspectives: Corporate social responsibility and the media", Journal of
Communication, Vol. 11, pp. 348-370.
[48] Wang, Y., Lo, H. P. and Yang, Y. (2004), "An integrated framework of
service quality, customer value, satisfaction: Evidence from China-s
telecommunication industry", Journal of Information System Frontiers,
Vol. 6, pp. 325-340.
[49] Wirtz, J., Lwin, M. O, and Williams, J. D. (2007), "Causes and
consequence of customer online privacy concern", International Journal
of Service Industry Management, Vol. 18, pp. 326-348.
[50] Zeithaml, V. A. (1988), "Consumer perceptions of price, quality, and
value: A means-end model and synthesis of evidence", Journal of
Marketing, Vol. 52, pp. 2-22.
[1] Auh, S., Johnson, M.D. (2005), "Compatibility effects in evaluation of
satisfaction and loyalty", Journal of Economic Psychology, Vol. 26, pp.
35-57.
[2] Bamba, F. and Barnes, S.J. (2007), "SMS advertising, permission and
the consumer: a study", Business Process Management Journal, Vol. 13,
pp. 815-829.
[3] Bodet, G. (2008), "Customer satisfaction and loyalty in service: Two
concepts, four constructs, several relationships", Journal of Retailing and
Consumer Service, Vol. 15, pp. 156-162.
[4] Carroll A. B. (1979), "A three-dimensional conceptual model of
corporate performance", The Academy of Management Review, Vol. 4,
pp. 497-505.
[5] Carroll A. B. (1991), "The pyramid of corporate social responsibility:
Toward and moral management of organizational stakeholders, Business
Horizon, Vol. 34, pp. 39-48.
[6] Chowdhary, N. and Prakash, M. (2007), "Prioritizing service quality
dimensions", Managing Service Quality, Vol. 17, pp. 493-509.
[7] Cox, J., and Dale, B.G. (2001), "Service quality and e-commerce: an
exploratory analysis", Managing Service Quality, Vol. 11, pp. 121-131.
[8] Culnan, M.J. and Armstrong, P.K. (1999), "Information privacy
concerns, procedural fairness, and impersonal trust: An empirical
investigation", Journal of Organization Science, Vol. 10, pp. 104-115.
[9] Dahlsrud, A. (2006), "How corporate social responsibility is defined: an
analysis of 37 definitions", Corporate Social Responsibility and
Environment Management
[10] Dick, A. and Basu, K. (1994), "Customer loyalty: Toward an integrated
conceptual framework", Journal of the Academy of Marketing Science,
Vol. 22, pp. 99-113.
[11] Eshghi, A., Haughton, D. and Topi, H. (2007), "Determinants of
customer loyalty in the wireless telecommunications industry",
Telecommunication Policy, Vol. 31, pp. 93-106.
[12] Gerpott, T.J., Rams, W. and Schindler, A. (2001), "Customer retention,
loyalty, and satisfaction in the German mobile cellular
telecommunications market", Telecommunication Policy, Vol. 25, pp.
249-269.
[13] Hallowell, R. (1996), "The relationship of customer satisfaction,
customer loyalty, and profitability: an empirical study", International
Journal of Service Industry Management, Vol. 7, pp. 27-42.
[14] Herrmann, A., Xia, L., Monroe and Huber, F. (2007), "The influence of
price fairness on customer satisfaction: and empirical test in the context
of automobile purchases", Journal of Product & Brand Management,
Vol. 16, pp. 49-58.
[15] Hsieh, A. T., and Li, C. K. (2008), "The moderating effect of brand
image on public relations perception and customer loyalty", Marketing
Intelligence & Planning, Vol. 26, pp. 26-42.
[16] Johnson, W.C. and Sirikit, A. (2002), "Service quality in the Thai
telecommunication industry: a tool for achieving a sustainable
competitive advantage", Journal of Management Decision, Vol. 40, pp.
693-701.
[17] Kemp, R. and Moore, A. D. (2007), "Privacy", Library Hi Tech, Vol. 25,
pp. 58-78.
[18] Kim, J., Jin, B. and Swinney J. L. (2009), "The role of etail quality, esatisfaction
and e-trust in online loyalty development process", Journal
of Retailing and Consumer Service, Vol. 16, pp. 239-247.
[19] Kim, K. J., Jeong, I. J., Park, J. C., Park, Y. J., Kim, C. G. and Kim, T.
H. (2007), "The impact of network service performance on customer
satisfaction and loyalty: High-speed internet service case in Korea",
Expert System with Application, Vol. 32, pp. 822-831.
[20] Kim, M. K., Park, M. C. and Jeong, D. H. (2004), "The effects of
customer satisfaction and switching barrier on customer loyalty in
Korean mobile telecommunication service", Telecommunication Policy,
Vol. 28, pp. 145-159.
[21] Kuo, Y. F., Wu, C. M. and Deng, W. J. (2009), "The relationships
among service quality, perceived value, customer satisfaction, and postpurchase
intention in mobile value-added services", Journal of Computer
in Human Behavior, Vol. 25, pp. 887-889.
[22] Lai, F., Griffin, M. and Babin, B. J. (2009), "How quality, value, image,
and satisfaction create loyalty at Chinese telecom", Journal of Business
Research, Vol. 62, pp. 980-986.
[23] Landrum, H. and Prybutok, V. R. (2004), "A service quality and success
model for the information service industry", European Journal of
Operational Research, Vol. 156, pp. 628-642.
[24] Lantos, G. P. (2002), "The ethicality of altruistic corporate social
responsibility", Journal of Consumer Marketing, Vol. 19, pp. 205-230.
[25] Lindgreen, A., Swaen, V. and Johnston, W. J. (2009), "Corporate social
responsibility: An empirical Investigation of U.S. organizations",
Journal of Business Ethics, Vol. 85, pp. 303-323.
[26] Liu, C., Marchewka, J. T., Lu, J. and Yu, C. S. (2005), "Beyond
concern- a privacy-trust-behavioral intention model of electronic
commerce", Journal of Information & Management, Vol. 42, pp. 289-
304.
[27] Luo, X. and Bhattacharya, C. B. (2006), "Corporate social responsibility,
Customer satisfaction, and Market value", Journal of Marketing, Vol.
70, pp. 1-18.
[28] Mahoney, L. S. and Thorne, L. (2005),"Corporate social responsibility
and long-term compensation: Evidence from Canada", Journal of
Business Ethics, Vol. 53, pp. 241-253.
[29] Martin, W. C., Ponder, N. and Lueg, J. E. (2009), "Price fairness
perceptions and customer loyalty in retail context", Journal of Business
Research, Vol. 62, pp. 588-593.
[30] Martin, D. R. and Francisco Javier Rondan-Cataluna (2008), "The nature
and consequences of price unfairness in services: a comparison to
tangible goods", International Journal of Service Industry Management,
Vol. 19, pp. 325-352.
[31] Martin-Consuegra, D., Molina, A. and Esteban, A. (2007), "An
integrated model of price, satisfaction and loyalty: and empirical
analysis in the service sector", Journal of Product & Brand Management,
Vol. 16, pp. 459-468.
[32] Parasuraman, A., Zeitaml, V.A. and Berry, L.L. (1988), "SERVQUAL:
A multiple-item scale for measuring consumer perception of service
quality", Journal of Retailing, Vol. 64, pp. 12-40.
[33] Parasuraman, A., Zeitaml, V.A. and Berry, L.L. (1985), "A conceptual
model of service quality and its implication for future research", Journal
of Marketing, Vol. 49, pp. 41-50.
[34] Parasuraman, A., Zeitaml, V.A. and Malhotra A. (2005), "E-S-Qual A
multi item scale for assessing electronic service quality", Journal of
Service Research, Vol. 7, pp. 213-233.
[35] Pender, J. (2004), "Privacy in (mobile) telecommunication services",
Ethics and Information Technology, Vol. 6, pp. 247-260.
[36] Ramasamy, B. and Yeung, M. (2009), "Chinese consumers- perception
of corporate social responsibility (CSR)", Journal of Business Ethics,
Vol. 88, pp. 119-132.
[37] Reverte, C. (2009), "Determinants of corporate social responsibility
disclosure ratings by Spanish Listed Firms", Journal of Business Ethics,
Vol. 88, pp. 351-366.
[38] Rowley, J. (2005), "The four Cs of customer loyalty", Journal of
Marketing Intelligence & Planning, Vol. 23, pp. 574-581.
[39] Salmones, M.D.M.G., Crespo, A.H., Bosque, J.R. (2005), "Influence of
Corporate Social Responsibility on Loyalty and Valuation of Service",
Journal of Business Ethics, Vol. 61, pp. 369-385.
[40] Scott, S. (2007), "Corporate social responsibility and the fetter of
profitability", Social Responsibility Journal, Vol. 3, pp. 31-39.
[41] Shahin, A. and Zairi, M. (2007), "Corporate governance as a critical
element for driving excellence in corporate social responsibility",
Journal of Quality & Reliability Management, Vol. 24, pp. 753-770.
[42] Shehryar, O. and Hunt, D. M. (2005), "Buyer behavior and procedural
fairness in pricing: exploring the moderating role of product familiarity",
Vol. 14, pp. 271-276.
[43] Shen, C. H. and Chang, Y. (2008), "Ambition versus conscience, does
corporate social responsibility pay off? The Application of Matching
Methods", Journal of Business Ethics, Vol. 88, pp. 133-153.
[44] Snider, J., Hill, R. P. and Martin, D. (2003), "Corporate social
responsibility in the 21st century: A view from the world-s most
successful firms", Journal of Business Ethics, Vol. 48, pp. 175-187.
[45] Swaen, V. and Chumptaz, R. C. (2008), "Impact of Corporate social
responsibility on consumer trust", Journal of Application on Marketing,
Vol. 23, pp. 7-33.
[46] Teas, R. K. (1993), "Expectations, Performance Evaluation, and
Consumers- Perceptions of Quality", Journal of Marketing, Vol. 57, pp.
18-34.
[47] Tench, R., Bowd, R. and Jones, B. (2007), "Perceptions and
perspectives: Corporate social responsibility and the media", Journal of
Communication, Vol. 11, pp. 348-370.
[48] Wang, Y., Lo, H. P. and Yang, Y. (2004), "An integrated framework of
service quality, customer value, satisfaction: Evidence from China-s
telecommunication industry", Journal of Information System Frontiers,
Vol. 6, pp. 325-340.
[49] Wirtz, J., Lwin, M. O, and Williams, J. D. (2007), "Causes and
consequence of customer online privacy concern", International Journal
of Service Industry Management, Vol. 18, pp. 326-348.
[50] Zeithaml, V. A. (1988), "Consumer perceptions of price, quality, and
value: A means-end model and synthesis of evidence", Journal of
Marketing, Vol. 52, pp. 2-22.
@article{"International Journal of Business, Human and Social Sciences:58602", author = "Wichai Onlaor and Siriluck Rotchanakitumnuai", title = "Enhancing Customer Loyalty towards Corporate Social Responsibility of Thai Mobile Service Providers", abstract = "The aim of this research is to develop the
understanding of corporate social responsibility (CSR) from
consumers- perspective toward Thai mobile service providers.
Based on the survey from 400 mobile customers, the result
shows that four dimensions of CSR of Thai mobile service
providers consist of economic, legal, ethical and philanthropic
responsibility. These four CSR factors have positive impacts
on enhancing customer satisfaction except one item of
economic responsibility - profitability to shareholders. Ethical
dimension has the strongest impact on customer satisfaction.
Economic, legal, ethical, philanthropic responsibility and
customer satisfaction have major impact on loyalty, whilst
philanthropic component mostly affects loyalty.", keywords = "Corporate Social Responsibility, PriceFairness, Service Quality, Privacy Concern, CustomerSatisfaction, Customer Loyalty", volume = "4", number = "6", pages = "1148-5", }
