Measuring the Relationships between Corporate Social Responsibility, Perceived Quality, Price Fairness, Satisfaction, and Conative Loyalty in the Context of Local Food Restaurants

ABSTRACT

The current study assessed the relationships between Corporate Social Responsibility (CSR), perceived quality, price fairness, satisfaction, and conative loyalty in the context of local food restaurants. Given the demand of customers for CSR and local foods in restaurants, stakeholder theory, and social identity theory were used to assess whether promoting these practices add value to organizations. There were 557 surveys collected through an online survey panel that showed there is a significant relationship between CSR and perceived quality, price fairness, and satisfaction. The relationship between CSR and perceived quality has the largest influence of the relationships. Another key finding was that satisfaction and CSR, through the use of local foods, has the strongest influence on conative loyalty. Implications for academics and practitioners are discussed.

KEYWORDS:

• Local foods
• corporate social responsibility
• restaurants
• conative loyalty
• satisfaction
• price fairness
• perceived quality