Commenced in January 2007
Paper Count: 31584
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.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1072952Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 3163
 Auh, S., Johnson, M.D. (2005), "Compatibility effects in evaluation of satisfaction and loyalty", Journal of Economic Psychology, Vol. 26, pp. 35-57.
 Bamba, F. and Barnes, S.J. (2007), "SMS advertising, permission and the consumer: a study", Business Process Management Journal, Vol. 13, pp. 815-829.
 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.
 Carroll A. B. (1979), "A three-dimensional conceptual model of corporate performance", The Academy of Management Review, Vol. 4, pp. 497-505.
 Carroll A. B. (1991), "The pyramid of corporate social responsibility: Toward and moral management of organizational stakeholders, Business Horizon, Vol. 34, pp. 39-48.
 Chowdhary, N. and Prakash, M. (2007), "Prioritizing service quality dimensions", Managing Service Quality, Vol. 17, pp. 493-509.
 Cox, J., and Dale, B.G. (2001), "Service quality and e-commerce: an exploratory analysis", Managing Service Quality, Vol. 11, pp. 121-131.
 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.
 Dahlsrud, A. (2006), "How corporate social responsibility is defined: an analysis of 37 definitions", Corporate Social Responsibility and Environment Management
 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.
 Eshghi, A., Haughton, D. and Topi, H. (2007), "Determinants of customer loyalty in the wireless telecommunications industry", Telecommunication Policy, Vol. 31, pp. 93-106.
 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.
 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.
 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.
 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.
 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.
 Kemp, R. and Moore, A. D. (2007), "Privacy", Library Hi Tech, Vol. 25, pp. 58-78.
 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.
 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.
 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.
 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.
 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.
 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.
 Lantos, G. P. (2002), "The ethicality of altruistic corporate social responsibility", Journal of Consumer Marketing, Vol. 19, pp. 205-230.
 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.
 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.
 Luo, X. and Bhattacharya, C. B. (2006), "Corporate social responsibility, Customer satisfaction, and Market value", Journal of Marketing, Vol. 70, pp. 1-18.
 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.
 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.
 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.
 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.
 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.
 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.
 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.
 Pender, J. (2004), "Privacy in (mobile) telecommunication services", Ethics and Information Technology, Vol. 6, pp. 247-260.
 Ramasamy, B. and Yeung, M. (2009), "Chinese consumers- perception of corporate social responsibility (CSR)", Journal of Business Ethics, Vol. 88, pp. 119-132.
 Reverte, C. (2009), "Determinants of corporate social responsibility disclosure ratings by Spanish Listed Firms", Journal of Business Ethics, Vol. 88, pp. 351-366.
 Rowley, J. (2005), "The four Cs of customer loyalty", Journal of Marketing Intelligence & Planning, Vol. 23, pp. 574-581.
 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.
 Scott, S. (2007), "Corporate social responsibility and the fetter of profitability", Social Responsibility Journal, Vol. 3, pp. 31-39.
 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.
 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.
 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.
 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.
 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.
 Teas, R. K. (1993), "Expectations, Performance Evaluation, and Consumers- Perceptions of Quality", Journal of Marketing, Vol. 57, pp. 18-34.
 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.
 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.
 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.
 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.