Co-creation, customer trust and loyalty, CSR: 3 stars paper by Mehdi BAGHERZADEH NIRI

“Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty”, by Mehdi BAGHERZADEH NIRI, professor at Strategy and Entrepreneurship department at NEOMA BS, has been published in the Journal of Business Ethics (CNRS 3* and FT50 review) in September 2018.

In an ever more transparent, digitalized, and connected environment, customers are increasingly pressuring brands to embrace genuine corporate social responsibility (CSR) practices and co-creation activities. This paper examines the influence of CSR on customer loyalty, considering the mediating roles of co-creation and customer trust. It also investigates the influence of co-creation on customer trust.
The results show that CSR influences customer loyalty both directly and indirectly through co-creation and customer trust. However, the indirect impact is the stronger of the two, implying that embracing co-creation activities and developing customer trust can make it easier for CSR practices to enhance customer loyalty. In addition, co-creation has a direct effect on customer trust.

>Paper available online here
“Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty”
By Oriol Iglesia, Stefan Markovic, Mehdi Bagherzadeh, Jatinder Jit Singh.
Journal of Business Ethics, September 2018

Back to previous page