The Effects of Corporate Ability and Corporate Social Responsibility on Winning Customer Support: An Integrative Examination of the Roles of Satisfaction, Trust and Identification

Yi Xie

Global Economic Review, 2014, vol. 43, issue 1, 73-92

Abstract: This research proposes an integrative model in which corporate social responsibility (CSR) and corporate ability (CA) influence customer supporting behaviours through three relational factors (i.e. customer satisfaction, trust and identification). A survey was conducted in China. Empirical results indicate that (1) satisfaction, trust and identification are all important routes through which positive perceptions on CSR/CA transfer into enhanced customer support; (2) CSR initiatives gain customer support more effectively through identification, while CA has stronger effect through changing satisfaction and trust; (3) No significant difference in the efficacy of CSR and CA exists across local and global corporations.

Date: 2014
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DOI: 10.1080/1226508X.2014.884050

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