Purpose

The aim of this research is to investigate the positive effects of corporate social responsibility (CSR) on loyalty to retailers through trust dimensions (competence, benevolence and integrity) taking into account socio-cultural factors (social norms and collectivism) across nations.

Design/methodology/approach

The authors carried out three quantitative studies (N = 948) in three countries (France, Germany and the United Kingdom [UK]). They then used structural equation modelling to test the model and hypotheses.

Findings

The results show contingent positive effects of CSR perception on customer loyalty. They underscore indirect effects of CSR on loyalty through the mediation of specific dimensions of trust (competence, benevolence and integrity). The authors also identify significant moderations such that the effects of social norms on CSR and loyalty are stronger in France/Germany than in the UK. The effects of collectivism on CSR and loyalty are stronger in France than in Germany and the UK.

Practical implications

Retailers can rely on CSR and trust to increase loyalty directly. When communicating CSR activities, retailers have to account for cultural differences in their main markets and adopt adjusted strategies to convince consumers about their CSR efforts. Retailers should understand the social norms of their customers in order to determine the effectiveness of disclosing CSR initiatives.

Originality/value

Using a cross-cultural perspective, this article extends and enriches knowledge on the relationship between CSR, social norms and loyalty in retailing in different cultural settings. It also underscores the role of trust in building loyalty across nations.

中文翻译：

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社会文化因素会影响零售业企业社会责任与忠诚度之间的关系吗？三个国家的调查

目的

本研究的目的是通过信任维度（能力、仁慈和诚信）调查企业社会责任（CSR）对零售商忠诚度的积极影响，同时考虑各国的社会文化因素（社会规范和集体主义）。

设计/方法论/途径

作者在三个国家（法国、德国和英国 [UK]）进行了三项定量研究（N = 948）。然后他们使用结构方程模型来测试模型和假设。

发现

结果表明，企业社会责任认知对客户忠诚度具有偶然的积极影响。他们强调企业社会责任通过信任的特定维度（能力、仁慈和正直）的中介对忠诚度产生间接影响。作者还发现了显着的调节作用，即社会规范对企业社会责任和忠诚度的影响在法国/德国比在英国更强。集体主义对企业社会责任和忠诚度的影响在法国比德国和英国更强。

实际影响

零售商可以依靠企业社会责任和信任来直接提高忠诚度。在宣传企业社会责任活动时，零售商必须考虑其主要市场的文化差异，并采取调整策略来说服消费者相信他们的企业社会责任努力。零售商应了解客户的社会规范，以确定披露企业社会责任举措的有效性。

原创性/价值

本文运用跨文化的视角，扩展和丰富了不同文化背景下零售业企业社会责任、社会规范和忠诚度之间关系的知识。它还强调了信任在建立跨国忠诚度方面的作用。