Moonkyu Lee, Hae, Ryong Kim, Kwanghee Yoo, Lawrence Cunningham, and Namin Kim
Journal of International Marketing Strategy,Vol. 1, Issue 1, pp. 52-XX
This study investigates the effects of Corporate Social Responsibility (or CSR) fulfillment on consumer loyalty in the service market environment by comparing them with the effects of marketing mix strategies. This study also examines two potential mediating factors (i.e., service quality and consumer trust) in understanding how CSR relates to consumer loyalty. The results show that CSR performance builds customer trust, which leads to customer loyalty. CSR activities also affect customer perceptions of service quality although their effect is weaker than that of marketing mix strategies. The paper concludes with a discussion of the implications of the study for researchers and marketers.