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Title: Effects of quality and corporate social responsibility on loyalty
Authors: Chomvilailuk, R. 
Butcher, K. 
Keywords: affective commitment;behavioural loyalty;corporate social responsibility;financial services;service quality
Issue Date: 2014
Publisher: Scopus
University of the Thai Chamber of Commerce
Source: R. Chomvilailuk, K. Butcher (2014) Effects of quality and corporate social responsibility on loyalty. Service Industries Journal Vol.34 No.11, 938-954.
Abstract: The purpose is to investigate the impact of corporate social responsibility perceptions on three aspects of customer loyalty for a new bank service (Travel Card) relative to a recognised major predictor in service quality. Surveys were completed by 204 bank consumers in Australia. Using a series of regression equations, two sets of socially responsible perceptions had significanteffects on purchase intention and positive word of mouth. In both cases, new socially responsible information was twice as strong a predictor as service quality. However, for affective commitment, service quality was the dominant predictor. Furthermore,existing perceptions of socially responsible performance had a negative effect on purchase intentions. The study presents the first evidence that new socially responsible perceptions for a service firm can be a more powerful predictor than corporate abilities. The findings further illustrate the differential impacts of socially responsible information on different loyalty conceptualisations.
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Appears in Collections:RSO: Journal Articles

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