The Effect of Corporate Social Responsibility on Customer Loyalty and Brand Position: The mediating role of Customer Value

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AKBARI MORTEZA; Mehrali Maryam; SEYED AMIRI NADER; DANESH MOZHGAN; RAMEZANPOUR NARGESI GHASEM

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Journal: TOURISM AND DEVELOPMENT Year:2020 | Volume:8 | Issue:4 Page(s): 1-22

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Title

The Effect of Corporate Social Responsibility on Customer Loyalty and Brand Position: The mediating role of Customer Value

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Keywords

corporate social responsibilityQ1

customer loyaltyQ2

Brand PositionQ1

Customer ValueQ1

Abstract

The corporate social responsibility is a concept that has found a place for itself in the world today, and especially large organizations. The corporate social responsibility is linked to the responsibility of participating in society, the people and the environment in which it operates, and this responsibility extends beyond the economic and financial objectives. As a result of this study, the effect of corporate social responsibility on customer loyalty and Brand Position considering the mediating variable is the Customer Value in the tourism companies based in Tehran. This research is descriptive-correlational in terms of purpose, applied and research method. The statistical sample was the visitors of tourism companies based in Tehran in the summer of 1396. The sample size of 200 people is selected through easy and convenient sampling. Data gathering tool was a standard questionnaire. The validity of the convergent and divergent narrative methods was used to assess its validity. From the two criteria, Cronbach's alpha and combined reliability were used. Data were analyzed by structural equation modeling using SPSS and PLS software. The results of the research show the positive effect of corporate social responsibility on customer loyalty and brand standing, as well as the positive effect of Customer Value on customer loyalty and brand standing in tourism companies in Tehran. The results also show that Customer Value is a mediator variable that plays a role in the relationship between corporate social responsibility and customer loyalty and Brand Position.

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APA: Copy

AKBARI, MORTEZA, Mehrali, Maryam, SEYED AMIRI, NADER, DANESH, MOZHGAN, & RAMEZANPOUR NARGESI, GHASEM. (2020). The Effect of Corporate Social Responsibility on Customer Loyalty and Brand Position: The mediating role of Customer Value. TOURISM AND DEVELOPMENT, 8(4 ), 1-22. SID. https://sid.ir/paper/370458/en

Vancouver: Copy

AKBARI MORTEZA, Mehrali Maryam, SEYED AMIRI NADER, DANESH MOZHGAN, RAMEZANPOUR NARGESI GHASEM. The Effect of Corporate Social Responsibility on Customer Loyalty and Brand Position: The mediating role of Customer Value. TOURISM AND DEVELOPMENT[Internet]. 2020;8(4 ):1-22. Available from: https://sid.ir/paper/370458/en

IEEE: Copy

MORTEZA AKBARI, Maryam Mehrali, NADER SEYED AMIRI, MOZHGAN DANESH, and GHASEM RAMEZANPOUR NARGESI, “The Effect of Corporate Social Responsibility on Customer Loyalty and Brand Position: The mediating role of Customer Value,” TOURISM AND DEVELOPMENT, vol. 8, no. 4 , pp. 1–22, 2020, [Online]. Available: https://sid.ir/paper/370458/en

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