The Effect of Customer Trust on Customer Loyalty and Repurchase Intention : The Moderating Influence of Perceived CSR BY

Content Provider	Semantic Scholar
Author	Yuen, K.
Copyright Year	2007
Abstract	Corporate Social Responsibility (CSR) has been becoming more and more important in business environment. This study discusses the impact of the rising interest in CSR issues on customer responses. Although some prior researches had commented CSR’s effect on customer responses, however, it is far from enough. The study develops and tests a conceptual framework, which predicts that Perceived CSR towards the company from customers moderates the positive relationship between Customer Trust and Customer Loyalty in the context of pharmaceutical chain stores in Hong Kong. At the same time, the study will re-examine the relationship between Customer Trust and Customer Loyalty; and re-examine the relationship between Customer Loyalty and Repurchase Intent of customers. The results generally support for this framework, except for the moderating direction of the Perceived CSR. Notably, it was found that with Low Perceived CSR towards the company, customers TrustLoyalty relationship is stronger than the customers with High Perceived CSR. And some implications were therefore drawn from the result.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://libproject.hkbu.edu.hk/trsimage/hp/04006429.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article