CSR and customer loyalty: the roles of trust, satisfaction, customer identification with the company and service quality

Abstract

The food safety as well as environmental welfare nowadays concerns customers greatly. Given those issues, this thesis is conducted with the purpose of how CSR influence customer loyalty through mediating factors including satisfaction, trust and customer identification with the company in term of fast food sector. This study also investigates how service quality and corporate social responsibility in fast food firms affect to their identification. Both quantitative and qualitative methods were applied through random 303 respondents using fast food in KFC restaurants. Besides, The research model is developed and tested under SPSS software and Amos software. In conclusion, the results of this research show that both service quality and corporate social responsibility positively affect C-C identification and the casual relationship of customer trust, customer satisfaction and C-C identification are verified. Finally, several implications and limitations are discussed for business managers intend to do business in this sector.