Investigating the impact of restaurants’ CSR activities on customer satisfaction: a focus on CSR dimensions

Abstract

Purpose

This study explores how the various aspects of corporate social responsibility (CSR) impact customer satisfaction (CS) within the restaurant sector. Furthermore, it seeks to reveal if there is a moderating role played by gender in the relationship between CSR dimensions and CS in the realm of restaurant services.

Design/methodology/approach

The findings of this research were obtained by analysing 352 questionnaires collected from Iranian restaurants. Structural equation modelling was used to test the conceptual model.

Findings

According to this research, responsibility (economic, legal, ethical and environmental) is related to CS. Additionally, this study delves into the specific influence of each facet of CSR on CS, a departure from prior research which treated CSR as a singular entity. Consequently, the findings of this study offer clarity on which dimension of CSR can impact CS. Prior studies examining the correlation between CSR and CS typically encompassed various CSR aspects, including economic, legal, ethical and philanthropic dimensions, with the environmental dimension often subsumed under ethical CSR. This research, however, recognises environmental CSR as the fifth distinct dimension. The results of this research show that CS is directly and significantly influenced by all aspects of CSR (except philanthropy). Also, the findings of this research show that gender does not make a difference on the impact of different dimensions of CSR on CS.

Practical implications

The findings of this study provide restaurant managers with a deeper understanding of CSR and how it can influence CS. The research demonstrates that environmental CSR had the strongest impact on Iranian CS among the five CSR dimensions investigated. The findings also support the notion that Iranian consumers are beginning to use CSR information to evaluate restaurants.

Originality/value

This research represents an early exploration of how individual facets of CSR affect CS. As part of this investigation, Carroll’s initial model was modified to include a novel element, environmental responsibility, to address environmental concerns' growing importance. This study contributes to the literature by demonstrating that CSR activities are not all equally effective.

Citation

Omidvar, M. and Palazzo, M. (2024), "Investigating the impact of restaurants’ CSR activities on customer satisfaction: a focus on CSR dimensions", The TQM Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TQM-01-2024-0028