The mediating effect of firm familiarity between corporate social responsibility and reputation, trust, and customer satisfaction

• DOI: 10.1111/basr.12366
• Publication Date: 2024-08-31T05:09:01Z
• Authors: Stephen T. Homer; Elizaveta B. Bere...; Colin Mathew Hugu...
• Keywords: Customer Satisfaction

Abstract When assessing Corporate Social Responsibility (CSR) and its impact on company performance there may be an informational asymmetry caused by differences in Familiarity with the firm assessed. This study uses participants' ratings of six large UK retailers to establish direct relationships between CSR components Economic, Legal, Ethical, Discretionary, dimensions Reputation, Trust, Customer Satisfaction, then explores whether mediates dimensions. The findings show Discretionary are associated Reputation but not that Ethical is Satisfaction. acts as a mediator Legal Trust also relationship Reputation. link Economic Satisfaction only emerges mediation analysis. Managerial implications suggest increasing familiarity vital through open continuous communication about programs essential keep customers aware. Methodological propose reevaluating methods used measure (CSR), taking into consideration its' multi‐faceted nature diverse impacts different aspects have measures.