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