Exploring the impact of environmental dimension in corporate social responsibility on restaurants’ customer retention
ISSN: 0007-070X
Article publication date: 22 October 2024
Issue publication date: 20 November 2024
Abstract
Purpose
This study aims to integrate the four-dimensional corporate social responsibility (economic, legal, ethical and philanthropic responsibility) with environmental responsibility. It also aims to measure how service quality and corporate image mediate the effects of the five CSR dimensions on customer retention.
Design/methodology/approach
This research employs structural equation modelling to test the proposed conceptual model. About 217 valid questionnaires were collected online from customers of restaurants in Tehran.
Findings
The results show that legal, ethical, philanthropic and environmental dimensions positively and significantly impact corporate image and service quality. Moreover, corporate image and service quality mediate the effects of the five CSR dimensions on customer retention.
Practical implications
Managers may learn that by enhancing their environmental responsibility, they are also working on increasing service quality and corporate image and, in turn, customer retention. Restaurants can differentiate themselves from competitors and attract and retain environmentally conscious customers, ultimately contributing to their competitive advantage.
Originality/value
This research extends Carroll’s dimensions by incorporating environmental responsibility, demonstrating its potential to boost service quality and corporate image for customer retention. A noteworthy contribution is introducing environmental responsibility as a novel dimension of CSR within the restaurant and food industry. Recognising the increasing importance of environmental sustainability in academic and societal discourse, it was crucial to consider the environment as a distinct aspect of this research.
Keywords
Acknowledgements
Funding: This work is supported by national funds through the FCT – Portuguese Foundation for Science and Technology under the project UIDB/04011/2020 (https://doi.org/10.54499/UIDB/04011/2020) and Corvinus Institute for Advanced Studies, Corvinus University of Budapest, Budapest, Hungary.
Citation
Omidvar, M., Ghasemi, V. and Frau, M. (2024), "Exploring the impact of environmental dimension in corporate social responsibility on restaurants’ customer retention", British Food Journal, Vol. 126 No. 12, pp. 4375-4395. https://doi.org/10.1108/BFJ-01-2024-0030
Publisher
:Emerald Publishing Limited
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