Publication: The role of corporate social responsibility and corporate image in times of crisis: The mediating role of customer trust
Issued Date
2021-08-02
Resource Type
ISSN
16604601
16617827
16617827
Other identifier(s)
2-s2.0-85111664273
Rights
Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Journal of Environmental Research and Public Health. Vol.18, No.16 (2021)
Suggested Citation
Chih Cheng Chen, Asif Khan, Tanaporn Hongsuchon, Athapol Ruangkanjanases, Yen Tzu Chen, Ornlatcha Sivarak, Shih Chih Chen The role of corporate social responsibility and corporate image in times of crisis: The mediating role of customer trust. International Journal of Environmental Research and Public Health. Vol.18, No.16 (2021). doi:10.3390/ijerph18168275 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/77023
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Thesis
Title
The role of corporate social responsibility and corporate image in times of crisis: The mediating role of customer trust
Abstract
The purpose of this research is to empirically examine relationships between a multi-dimensional set of corporate social responsibility (CSR) initiatives, numerous dimensions of customer trust, and corporate image in an emerging economy. It also analyzes the mediating effect of customer trust on the relationship between CSR and corporate image. This study focuses on two of the most well-known hotel chains situated in Pakistan. Close-ended, self-administered questionnaires were circulated amongst a total of 300 hotel customers. The research data was analyzed using a partial least square-structural equation modeling (PLS-SEM) model. The results revealed that economic, legal, and ethical CSR significantly impacted corporate image, while philanthropic CSR did not affect the corporate image. However, economic, legal, and philanthropic CSRs were found to be in a significant relationship with customer trust, while ethical CSR was not in a significant relationship with customer trust. Finally, customer trust fully mediated the relationship between economic and legal CSR with corporate image, whereas it partially mediated the relationship between ethical and philanthropic CSR. This study is unique from earlier CSR research based on an assessment of the connection between CSR dimensions and corporate image to examine customers’ trust in an emerging economy, especially in times of crisis.