Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. Definition of CSR
2.2. CSR in Airline Industry
2.3. How CSR Affect Corporate Image
2.4. Corporate Image and Customer Loyalty
2.5. Moderator: CSR Experience
3. Methodology
3.1. Samples
3.2. Variables
4. Results
4.1. Descriptive Statistics
4.2. Reliability and Factor Analysis
4.3. OLS Regression
5. Conclusions and Discussion
5.1. Summary
5.2. Theoretical Contribution
5.3. Managerial Implications
5.4. Limitations and Future Research
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Factor | Question | Source |
---|---|---|
ECON |
| [70,71,22] |
LAW |
| [68,70] |
PHIL |
| [70,71] |
ENV |
| [31,72,73,74] |
Factor | Question | Source |
---|---|---|
CI |
| [75,76] |
Factor | Question | Source |
---|---|---|
CL |
| [54,77] |
Factor | Question | Source |
---|---|---|
CSRE | Have you ever experienced airline CSR activities? | [78,79] |
Variables | N | % | Variables | N | % |
---|---|---|---|---|---|
Gender | Income (unit: KRW/month) | ||||
Male | 63 | 31.5 | Less than 1 million | 17 | 8.5 |
Female | 137 | 68.5 | 1 million–1.9 million | 22 | 11.0 |
Age | 2 million–2.9 million | 37 | 18.5 | ||
Less than 30 | 41 | 20.5 | 3 million–3.9 million | 52 | 26.0 |
30–39 | 84 | 42.0 | 4 million–4.9 million | 36 | 18.0 |
40–49 | 55 | 27.5 | More than 5 million | 36 | 18.0 |
50–59 | 19 | 9.5 | Preferred Airline | ||
More than 60 | 1 | 0.5 | Korean Air | 133 | 66.5 |
Job | Asiana | 21 | 10.5 | ||
Service | 94 | 47.0 | Low-cost carrier | 20 | 10.0 |
Office worker | 60 | 30.0 | Foreign carrier | 16 | 8.0 |
Student | 15 | 7.5 | Others | 10 | 5.0 |
Housewife | 10 | 5.0 | Marriage | ||
Others | 7 | 3.5 | Yes | 125 | 62.5 |
Self-employment | 7 | 3.5 | No | 75 | 37.5 |
Fieldworker | 5 | 2.5 | Airline CSR experience | ||
Public servant | 2 | 1.0 | No | 67 | 33.5 |
Education | Direct | 35 | 17.5 | ||
Less than high school | 8 | 4.0 | Indirect | 98 | 49.0 |
College | 23 | 11.5 | CSR experience | ||
Undergraduate | 136 | 68 | No | 129 | 64.5 |
More than graduate | 33 | 16.5 | Yes | 71 | 35.5 |
Total | 200 | 100 | Total | 200 | 100 |
Fit Index | Measurement Model | Accept | ||
---|---|---|---|---|
EFA | CFA | Difference | ||
Comparative fit index (CFI) | 0.858 | 0.881 | 0.023 | Good |
Tucker–Lewis index (TLI) | 0.839 | 0.862 | 0.023 | Good |
Standardized root mean squared residual (SRMR) | 0.067 | 0.062 | −0.005 | Good |
Root mean squared error of approximation (RMSEA) | 0.079 | 0.076 | −0.003 | Good |
Variables | Item | Convergent Validity | Reliability | ||
---|---|---|---|---|---|
FL (>0.5) | CR (>0.7) | AVE (>0.5) | Cronbach’s α (>0.7) | ||
ECON | ECON2 | 0.763 | 0.669 | 0.541 | 0.706 |
ECON3 | 0.643 | ||||
ECON4 | 0.596 | ||||
LAW | LAW1 | 0.580 | 0.865 | 0.564 | 0.802 |
LAW2 | 0.692 | ||||
LAW3 | 0.893 | ||||
LAW4 | 0.691 | ||||
LAW5 | 0.775 | ||||
PHIL | PHIL1 | 0.823 | 0.898 | 0.638 | 0.897 |
PHIL2 | 0.823 | ||||
PHIL3 | 0.864 | ||||
PHIL4 | 0.725 | ||||
PHIL5 | 0.752 | ||||
ENV | ENV2 | 0.695 | 0.849 | 0.586 | 0.839 |
ENV3 | 0.806 | ||||
ENV4 | 0.834 | ||||
ENV5 | 0.719 | ||||
CI | IMAGE1 | 0.544 | 0.811 | 0.527 | 0.792 |
IMAGE2 | 0.769 | ||||
IMAGE3 | 0.823 | ||||
IMAGE4 | 0.808 | ||||
CL | CSR1 | 0.624 | 0.858 | 0.673 | 0.835 |
CSR2 | 0.953 | ||||
CSR3 | 0.851 |
Variables | 1 | 2 | 3 | 4 | 5 | 6 |
---|---|---|---|---|---|---|
1. ECON | 0.736 | |||||
2. LAW | 0.585 * | 0.751 | ||||
3. PHIL | 0.629 * | 0.596 * | 0.799 | |||
4. ENV | 0.461 * | 0.498 * | 0.422 * | 0.766 | ||
5. CI | 0.489 * | 0.596 * | 0.441 * | 0.347 * | 0.726 | |
6. CL | 0.222 * | 0.207 * | 0.275 * | 0.311 * | 0.218 * | 0.820 |
Hypothesized Paths | Coefficients | t-Value | Hypothesis Testing | Goodness-of-Fit Statistics |
---|---|---|---|---|
H1 ECON → CI | 0.122 | 0.66 | Rejected | = 2660.87 df = 276 /df = 9.641 RMSEA = 0.073 CFI = 0.893 TLI = 0.876 SRMR = 0.065 |
H2 LAW → CI | 0.090 | 0.64 | Rejected | |
H3 PHIL → CI | 0.116 | 1.09 | Rejected | |
H4 ENV → CI | 0.463 | 4.11 *** | Supported | |
H5 CI → CL | 0.303 | 4.26 *** | Supported | |
H6 CI × CSRE → CL | 0.143 | 2.08 * | Supported | |
Total effect on CL = 0.056 = 0.059 = 0.033 = 0.214 ** = 0.399 *** = 0.044 * | Total effect on CI = 0.141 = 0.148 = 0.086 = 0.538 *** R2 of Bentler-Raykov = 0.474 = 0.117 | Indirect effect on CL = 0.056 = 0.059 = 0.033 = 0.215 ** |
Variables | Model 1 | Model 2 | ||
---|---|---|---|---|
Coefficient | t-Value | Coefficient | t-Value | |
Gender | −0.017 | −0.217 | 0.059 | 0.915 |
Age | 0.103 | 1.086 | −0.018 | −0.236 |
Marriage | −0.044 | −0.496 | −0.042 | −0.590 |
Education | 0.097 | 1.323 | 0.093 | 1.600 |
Income | −0.027 | −0.317 | −0.003 | −0.050 |
CSRE | 0.209 ** | 2.941 | 0.054 | 0.923 |
H1 ECON | 0.122 + | 1.730 | ||
H2 LAW | 0.149 * | 2.020 | ||
H3 PHIL | 0.127 + | 1.826 | ||
H4 ENV | 0.391 *** | 5.274 | ||
Observation | 200 | 200 | ||
R2 | 0.059 | 0.422 | ||
Adjusted R2 | 0.029 | 0.391 | ||
Log-likelihood | −135.4 | −86.70 | ||
Overall F | 2.002 * | 13.78 * | ||
Changes in R2 | 0.363 |
Variables | Model 1 | Model 2 | Model 3 | Model 4 (CSRE = No) | Model 5 (CSRE = Yes) |
---|---|---|---|---|---|
Gender | −0.073 | −0.070 | −0.060 | −0.030 | −0.125 |
(−1.083) | (−1.059) | (−0.920) | (−0.307) | (−0.995) | |
Age | 0.077 | 0.062 | 0.072 | 0.178 | −0.073 |
(0.948) | (0.777) | (0.908) | (1.478) | (−0.522) | |
Marriage | 0.109 | 0.115 | 0.125 | 0.134 | 0.235 |
(1.419) | (1.515) | (1.660) | (1.249) | (1.586) | |
Education | −0.038 | −0.052 | −0.060 | −0.147 | 0.170 |
(−0.612) | (−0.833) | (−0.978) | (−1.641) | (1.499) | |
Income | −0.047 | −0.043 | −0.055 | −0.112 | −0.011 |
(−0.645) | (−0.600) | (−0.761) | (−1.037) | (−0.082) | |
CSRE | 0.510 *** | 0.481 *** | −0.719 | ||
(8.415) | (7.849) | (−1.293) | |||
H5 CI | 0.139 * | 0.050 | 0.043 | 0.488 *** | |
(2.287) | (0.686) | (0.486) | (4.642) | ||
H6 CI CSRE | 1.225 * | ||||
(2.171) | |||||
Observation | 200 | 200 | 200 | 129 | 71 |
R2 | 0.313 | 0.331 | 0.348 | 0.085 | 0.343 |
Adjusted R2 | 0.292 | 0.307 | 0.320 | 0.040 | 0.281 |
Log-likelihood | −196.9 | −194.2 | −191.8 | −141.8 | −26.43 |
Overall F | 14.7 * | 13.6 * | 12.7 * | 1.9 * | 5.6 * |
Changes in R2 | 0.018 | 0.035 | −0.228 | 0.030 |
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Lee, S.S.; Kim, Y.; Roh, T. Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience. Sustainability 2019, 11, 4745. https://doi.org/10.3390/su11174745
Lee SS, Kim Y, Roh T. Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience. Sustainability. 2019; 11(17):4745. https://doi.org/10.3390/su11174745
Chicago/Turabian StyleLee, Seojin Stacey, Yaeri Kim, and Taewoo Roh. 2019. "Modified Pyramid of CSR for Corporate Image and Customer Loyalty: Focusing on the Moderating Role of the CSR Experience" Sustainability 11, no. 17: 4745. https://doi.org/10.3390/su11174745