Customer Perceptions of Corporate Social Responsibility of Service Firms: Impact on Customer Attitudes and Behavioral Intentions

Using an experimental research design, this study investigates the influence of customer perceptions of corporate social responsibility (CSR) on customer attitudes (loyalty, trust and commitment) and behavioral intentions (patronage intentions, switching intentions and word of mouth). Focusing in the hospitality industry, this study examines whether customer attitudes and behavioral intentions are affected only by the services provided to them by the service companies (service quality), or are also affected by the services provided by the service companies to its own employees, suppliers or to the society (CSR). The present study is based on the understanding that customers have already developed attitudes (favorable/unfavorable) towards service organizations based on past experiences of service quality. First, this study investigates, if customer perceptions of favorable/unfavorable CSR activities alters/affects the existing service quality-driven customer attitudes. Second, the study reconfirms that service quality influences customer attitudes and behavioral intentions. Third, the study investigates the critical relationship between perceptions of CSR and customer attitudes and behavioral intentions. Finally, the moderating effect of CSR on the relationship between perceptions of service quality and customer attitudes and behavioral intentions is investigated. Results provide substantial support of the influence of customer perceptions of CSR on customer attitudes and behavioral intentions.