The effects of corporate social responsibility on consumer loyalty through consumer perceived value

Figures & data

Figure 1. The proposed model.

Table 1. Sample profile.

Sex	Male	27.2%
	Female	72.8%
Education	Without	5.7%
	Primary/Secondary	71.5%
	Higher	22.9%
Ocupation	Employee	35.2%
	Business person (Self-employed)	7.9%
	Unemployed	14.8%
	Student	4.4%
	Retiree	17.0%
	Housewife	20.7%
Incomes (€)	Lower than 600	13.4%
	601–1200	39.1%
	1201–1800	27.3%
	1801–2400	10.7%
	2401–3000	6.0%
	More than 3000	3.6%
Age	18–24	5.4%
	25–34	10.5%
	35–44	24.0%
	45–54	27.5%
	55–64	17.5%
	65 or more	15.1%

Table 2. Scales of reliability and validity.

		Alpha	CR	AVE	X1	X2	X3	X4	X5	X6
X1	Customer CSR	0.76	0.84	0.51	0.71
X2	Trust	0.88	0.91	0.62	0.32	0.79
X3	Commitment	0.85	0.90	0.69	0.11	0.55	0.83
X4	Value	0.87	0.90	0.57	0.31	0.57	0.46	0.75
X5	Satisfaction	0.92	0.95	0.86	0.25	0.65	0.45	0.66	0.93
X6	Loyalty	0.87	0.91	0.67	0.28	0.60	0.62	0.63	0.68	0.82

Table 3. Loadings (in bold) and cross loadings.

	Cust. CSR	Trust	Commitment	Value	Satisfaction	Loyalty
Cust. CSR 1	0.61	0.17	0.03	0.17	0.12	0.15
Cust. CSR 2	0.71	0.22	0.10	0.22	0.19	0.23
Cust. CSR 3	0.74	0.26	0.06	0.25	0.19	0.23
Cust. CSR 4	0.69	0.21	0.09	0.22	0.18	0.15
Cust. CSR 5	0.80	0.27	0.11	0.25	0.19	0.23
Trust 1	0.24	0.81	0.48	0.44	0.46	0.47
Trust 2	0.21	0.76	0.53	0.53	0.53	0.49
Trust 3	0.27	0.76	0.37	0.42	0.50	0.44
Trust 4	0.25	0.86	0.46	0.43	0.54	0.54
Trust 5	0.28	0.80	0.41	0.39	0.51	0.46
Trust 6	0.28	0.75	0.35	0.46	0.55	0.44
Commitment 1	0.09	0.37	0.77	0.35	0.31	0.46
Commitment 2	0.12	0.49	0.88	0.38	0.39	0.56
Commitment 4	0.08	0.50	0.86	0.44	0.40	0.55
Commitment 6	0.09	0.47	0.82	0.35	0.37	0.47
Value 1	0.28	0.39	0.33	0.74	0.43	0.40
Value 2	0.30	0.35	0.20	0.67	0.38	0.31
Value 3	0.21	0.40	0.37	0.78	0.53	0.50
Value 4	0.25	0.47	0.42	0.85	0.55	0.55
Value 5	0.20	0.44	0.44	0.77	0.55	0.52
Value 6	0.24	0.42	0.33	0.74	0.54	0.50
Value 9	0.22	0.50	0.30	0.71	0.50	0.48
Satisfaction 1	0.22	0.62	0.38	0.61	0.94	0.62
Satisfaction 2	0.24	0.58	0.39	0.61	0.95	0.64
Satisfaction 3	0.23	0.61	0.46	0.63	0.89	0.63
Loyalty 1	0.30	0.49	0.38	0.53	0.63	0.71
Loyalty 2	0.19	0.43	0.47	0.45	0.50	0.72
Loyalty 3	0.20	0.48	0.57	0.47	0.52	0.88
Loyalty 4	0.23	0.56	0.54	0.54	0.55	0.89
Loyalty 5	0.24	0.50	0.55	0.56	0.56	0.85

Figure 2. Results of the structural model.

Table 4. Variance inflation factors.

VIF
Customer CSR	1.19
Trust	2.20
Commitment	1.83
Value	2.11
Satisfaction	2.55
Attitudinal loyalty	2.60

Table 5. Estimated coefficients.

	From	To	Coeff	95% CI		p-value
H1	Cust. CSR	Trust	0.32	0.22	0.44	<0.001
H3	Trust	Commitment	0.55	0.48	0.63	<0.001
H2	Cust. CSR	Value	0.16	0.06	0.27	0.004
H4	Trust	Value	0.39	0.26	0.49	<0.001
H5	Commitment	Value	0.23	0.14	0.32	<0.001
H7	Value	Satisfaction	0.66	0.59	0.73	<0.001
H6	Commitment	Loyalty	0.35	0.26	0.44	<0.001
H8	Value	Loyalty	0.21	0.13	0.31	<0.001
H9	Satisfaction	Loyalty	0.38	0.28	0.47	<0.001

Table 6. Variance explained (R²) for each endogenous construct and its confidence interval.

	R^2	95% CI
Trust	10.5%	4.8%	19.1%
Commitment	30.6%	22.8%	39.8%
Value	37.6%	29.5%	47.4%
Satisfaction	44.2%	35.3%	53.2%
Loyalty	60.5%	54.4%	67.2%

Table

Scale used to evaluate CSR variable (adapted from Maignan, Ferrell, & Ferrell,2005; Pérez & Rodríguez del Bosque,2014)

CSR1. The company has established procedures to respond to all consumer social, environmental, ethical, etc., complaints.

CSR2. The company behaves honestly with consumers

CSR3. The company has employees that offer comprehensive social, environmental, ethical, etc., information to consumers about their products or services.

CSR4. The company uses consumer satisfaction as an indicator to improve the service

CSR5. The company is constantly striving to know and meet the social, environmental, ethical, etc., consumers´ needs

Perceived value scale (adapted from Sweeney & Soutar, 2001)

VAL1. The products of this shop have a good quality

VAL2. This item would, in functional terms, perform well

VAL3. I enjoy shopping at this store

VAL4. I want to have the products of this shop

VAL5. Buying in this store makes me feel good

VAL6. This shop would like people to whom I usually relate

VAL7. Buying in this store influences the image that others have of me

VAL8. Buying in this store would create a favourable perception of me among other people

VAL9. The products of this shop have a good quality–price relationship

VAL10. The products in this shop are cheap

Commitment scale (adapted from Patterson & Smith, 2001)

COM1. Overall I am committed to this store

COM2. I will strive to help the store

COM3. A new store would strive more to achieve my goals and be more beneficial for me

COM4. My relationship with the store is something I try to keep indefinitely

COM5. I am patient with the company when it makes a mistake

COM6. I work hard to keep my relationship with the company

Trust scale (adapted from Vázquez et al. 2007)

TRU1. The company makes credible promises

TRU2. This shop has great experience and usually knows what is the best for me

TRU3. The staff is honest with me

TRU4. This shop always keeps the promises it makes

TRU5. If there are problems, the store is honest with me

TRU6. The shop cares for me

Satisfaction scale (adapted from Pedraja & Rivera, 2002)

SAT1. I am very satisfied with this shop

SAT2. Based on my experience with this store, I am very satisfied with it

SAT3. My shopping experiences in this store have been always very rewarding

Loyalty scale (adapted from Vázquez et al. 2007)

LOY1. I will continue to buy in this shop

LOY2. I would continue shopping at this store even if the price of their products increased

LOY3. I encourage my friends and relatives to buy in this shop

LOY4. Recommend this supplier to someone who seeks your advice

LOY5. Say positive things about this supplier to other people

LOY6. I buy in this shop because it is the best alternative available

LOY7. I go to this store by inertia

LOY8. I go to this store because there are no other alternatives near my house

LOY9. I keep buying in this shop even though there are others that are better

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