Impact of Corporate Social Responsibility, Business Ethics and Corporate Reputation on the Retention of Users of Third-Sector Institutions

Samuel Leroy Cabrera-Luján, David Josías Sánchez-Lima, Segundo Alberto Guevara-Flores, Dany Yudet Millones-Liza, Elizabeth Emperatriz García-Salirrosas () and Miluska Villar-Guevara
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Samuel Leroy Cabrera-Luján: Unidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru
David Josías Sánchez-Lima: Unidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru
Segundo Alberto Guevara-Flores: Unidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru
Dany Yudet Millones-Liza: Unidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru
Elizabeth Emperatriz García-Salirrosas: Faculty of Engineering and Management, Professional School of Business Administration, Universidad Nacional Tecnológica de Lima Sur, Lima 15816, Peru
Miluska Villar-Guevara: Unidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru

Sustainability, 2023, vol. 15, issue 3, 1-18

Abstract: Third-sector organizations have achieved an important place in the world due to the multiple social and humanitarian activities they carry out, generating a high impact on society. Maintaining their sustainability basically depends on the retention of their users, but what factor could contribute to this retention? To dispel this question, the purpose of the study is to understand corporate social responsibility (CSR), business ethics (BE) and corporate reputation (CR), and their connections with user retention (RT). Using structural equation analysis (SEM) and non-probabilistic sampling, 501 users of third-sector organizations (199 Uruguay and 302 Peru) were surveyed. The results show a positive and significant impact of CSR on CR, influence of BE on CR, effect of CSR on RT, effect of CR and BE on RT. It is highlighted that CR would have a greater effect on RT and BE, followed by CSR. It is concluded that CR represents a very important and sensitive value at the same time, which is a characteristic that takes a long time to achieve, so it is important to manage it properly, being the one that contributes most to RT.

Keywords: third sector; corporate reputation; business ethics; user retention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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